The 2004 melodrama I’m Sorry, I Love You is making a comeback with a remastered director’s cut, and surprisingly, it’s not just the original fans who are captivated. Gen Z, drawn to the retro appeal of early 2000s culture, has embraced the series with enthusiasm.
The story follows Moo-hyuk (So Ji-sub), a man adopted in Australia and living with a terminal bullet lodged in his head, who returns to Korea and falls in love with Eun-chae (Im Soo-jung).
The series became iconic, sparking fashion trends, especially Im’s rainbow-colored knit and Ugg boots, and its OST, Snow Flower, resonated deeply with fans.
Now reimagined into a six-episode director’s cut, I’m Sorry, I Love You is streaming exclusively on Wavve. In addition, a pop-up store at Hyundai Seoul in Yeongdeungpo District immerses fans in the world of the drama.
The store features a retro photo zone inspired by Australian alleyways, where the series was filmed, and even lets visitors listen to the OST via vintage CD players.
The drama’s appeal to Gen Z is driven by its portrayal of pure, devoted love and its nostalgic aesthetic, which resonates with the current trend for retro vibes. Many fans, like Kim So-joong, a 42-year-old office worker, see this type of love as rare in today’s world and are drawn to the series’ timeless visuals and fashion.
As part of Wavve’s “New Classic Project,” the drama revival reflects Gen Z’s growing interest in older content. Culture critics suggest that the innocence and purity of older shows, compared to today’s often more sensationalized content, are key factors in their resurgence.
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