Eat Your Kimchi’s channels have collectively gained them almost 207 million views, generating advertising revenue which has became sufficient to support their transition from teachers on temporary visas, to full-time YouTubers/educators/entertainers on business visas (especially after their Indiegogo funding campaign). Since their transition, they have set up an EYK studio and have just (in the last WEEK!) opened a cafe with a fellow YouTuber (Hyunwoo from Talk To Me In Korean), both in South Korea’s capital city, Seoul.
Despite the fact that EYK ranks among the most popular YouTube channels in South Korea (particularly notable considering the commercial giants that dominate South Korean YouTube popularity), their ‘celebrity status’ does not denote the same ‘arm’s length’ relationship which KPop idols have with their fans. Simon and Martina let their fans into their lives, sharing personal tid-bits through Instagram, Facebook and Twitter, actively engaging in discourse with fans on Reddit, playing video games with fans on PSN, and organising fan meetups and dinners whenever they travel. Indeed, Simon and Martina still can’t believe that they have reached the level of notoriety that they have…
I can believe it though. Simon and Martina provide a valuable bridge between their mostly international (foreign) audience and the quirky, complex culture of South Korea. Their fame seems to work in both directions, despite what you may expect considering that they are an outsider’s conduit into South Korea; they get recognised on the street by both foreigners and native South Koreans. Here there is a key difference between their fame and the celebrity of KPop idols; while Simon and Martina’s fans are “cool and polite”, KPop idols “get mobbed, and hounded for photos and signatures”. They provide valuable experience in the distinction between commercial popularity and what we perceive as ‘internet popularity’:
Rifling through the depths of Reddit I came across an entire thread seemingly dedicated to both hating on EatYourKimchi/claiming Reddit hates Simon and Martina, and directing attention to a Tumblr called Unpopular EYK Opinions. This website exists purely to criticise EYK for not speaking satisfactory Korean, and to complain about how they run their blog and channel. To me it seems petty and unnecessary, and I think it completely misunderstands the point of EYK, which to me is to express passion for the KPop genre and to help those who don’t live in South Korea understand the culture. This hate doesn’t seem to translate to Simon and Martina’s public/celebrity experience or live chats; they are always embraced with nothing but love and joy when they travel the world to meet with their ‘fans’. This recording is an auditory representation of their fame, recorded on their recent trip to Melbourne, Australia: