TVING’s upcoming series Dear X, led by Kim Yoo Jung and Kim Young Dae, introduced a launch poster that drew fast comparisons to the Chinese film The Devotion of Suspect X.
Fans on social platforms pointed to the white paper background, the bold red lettering that read “Dear X,” and a single eye peeking through a torn gap. Within a day, the debate moved from fan chatter to industry headlines.
The Official Response
On September 9, a representative for Dear X acknowledged the “similarity to a particular reference,” apologized, and confirmed the poster would be removed from use.
The team added that review procedures would be strengthened to avoid a repeat. In short, they recognized the issue, stopped using the image, and promised to do better.
Sports Chosun also reported that production “recognized the similarity” and decided to discontinue the poster. The outlet described how online communities flagged similarities in composition and lettering style.
What “Dear X” Is About
Dear X is a thriller romance adapted from a webtoon. Kim Yoo Jung plays Baek Ah Jin, a top actress who hides a cruel streak while clawing her way to the top. Kim Young Dae plays Yoon Joon Seo, a man who sacrifices everything to protect her.
Why Poster Design Matters More Than Some Might Think
Promotional art is often the first contact between a new drama and its audience. In a crowded market, a striking poster shapes expectations and buzz.
When that image appears derivative, the conversation shifts from story and cast to questions about originality and ethics. The fallout can overshadow months of careful marketing. This has happened before in the Korean market, and it can dent trust faster than a lukewarm teaser ever could.
Familiar Problem in K-Drama Marketing Trends
Poster controversies are not new. In 2022, Little Women faced similar criticism over artwork that fans said echoed another design, and the team apologized. While every case is unique, the pattern is consistent.
When audiences spot visual patterns, productions are pressured to respond quickly and transparently.
What the Apology Achieves
Speed matters. TVING’s team moved to retire the image and acknowledge the similarity. That checks two important boxes for viewers who expect accountability. Clear language about improving review procedures also helps. It signals a process fix rather than a one-off apology.
Given the show is still weeks from release, there is time to rebuild the conversation around actual content rather than the poster.
How this could affect Dear X at launch
Short-term noise may even raise awareness, but the wrong kind of attention can cap early word of mouth. The cast is a significant asset. Kim Yoo Jung has strong crossover appeal, and recent previews have landed well with drama fans.
If the first episodes deliver tight writing and memorable character development, the show can quickly shift the narrative. A clean visual relaunch will help the audience focus on performances and story rather than poster discourse.
What To Watch Next
Look for a revised poster and a fresh round of teasers in the coming weeks. Expect interviews that steer conversation back to the plot and the central relationship. The current plan is still a November 6 premiere. If a new visual lands well, the controversy will likely fade as quickly as it arrived.
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