‘Ishiteru!’: How the ‘Happy End’ Japanese Movie Team Won Korean Fans’ Hearts Again

A Promise Fulfilled: The ‘Happy End’ Team Returns to Korea

On June 27, 2025, the Japanese film ‘Happy End’ team made a triumphant return to Seoul, fulfilling a heartfelt promise made months earlier. Actor Kurihara Hayato had vowed to revisit Korea if the film surpassed 100,000 viewers, and with over 120,000 tickets sold, the team’s return was both a celebration and a testament to the unique bond formed with Korean audiences. The event at Megabox COEX in Gangnam was filled with excitement, gratitude, and genuine connection, as fans gathered to meet the stars and director Neo Sora in person.
What makes this story extraordinary is the sincerity behind the gesture. In an industry where promotional visits are often routine, the ‘Happy End’ team’s promise and its fulfillment felt deeply personal. Korean fans, known for their passionate support, responded enthusiastically, making the event a trending topic across social media and entertainment platforms. The return visit wasn’t just a fan service—it was a cultural moment, bridging the gap between Japanese creators and Korean viewers.

The ‘Ishiteru!’ Moment: A Declaration of Love to Fans

One of the most memorable highlights of the event was Kurihara Hayato’s spontaneous shout of ‘Ishiteru!’—‘I love you!’—to the audience. This simple yet powerful declaration resonated with fans, many of whom shared the moment online, describing it as ‘unforgettable’ and ‘heartwarming.’
For many Korean fans, such open expressions of affection from Japanese stars are rare and cherished. The phrase ‘Ishiteru’ became a trending keyword on Korean social media, with fans posting their own messages of support and love in return. This moment encapsulated the spirit of the event: a genuine exchange of emotion that transcended language and nationality.

Director Neo Sora’s Reflections: Art Crossing Borders

Director Neo Sora spoke candidly about his surprise and gratitude at the film’s warm reception in Korea. He described the experience as ‘almost unbelievable,’ reflecting on how a small art film could find such a devoted audience abroad. Sora’s comments highlighted the universal appeal of ‘Happy End’—its themes of love, loss, and hope resonated with viewers regardless of cultural background.
In interviews and blog posts, Sora emphasized the importance of cultural exchange through cinema. He credited Korean audiences for their openness and emotional engagement, noting that such cross-border appreciation enriches both the creators and the viewers. The director’s humility and insight were widely praised by both Korean and Japanese media.

Kurihara Hayato and Hidaka Yukito: Daily Engagement and Sincerity

Kurihara Hayato revealed that he and co-star Hidaka Yukito, who currently live together, checked Korean audience numbers daily, eagerly tracking the film’s progress. Their dedication was more than professional—it was personal. Fans learned through behind-the-scenes stories shared on Naver and Tistory blogs that the actors often discussed Korean fan reactions and even practiced Korean phrases to better connect at the event.
This level of engagement is rare among foreign film teams and was not lost on Korean fans, who expressed appreciation for the actors’ sincerity. The story of Hayato and Yukito’s daily ritual became a talking point in the fandom, symbolizing a new era of interactive, cross-cultural stardom.

The Cultural Impact of ‘Happy End’ in Korea

‘Happy End’ did more than just entertain—it sparked meaningful conversations about art, love, and the power of promises. Korean film bloggers noted how the movie’s emotional depth and nuanced storytelling resonated with local audiences. Several Naver reviews highlighted the film’s ability to bridge cultural gaps, with viewers drawing parallels between Japanese and Korean family dynamics portrayed on screen.
The film’s success is significant in the context of Korea-Japan relations, which have often been marked by historical tension. ‘Happy End’ stands as an example of how art can foster empathy and mutual understanding, encouraging more open cultural exchange. Its popularity has also paved the way for other Japanese films to find a welcoming audience in Korea.

Fandom Reactions: Community Buzz and Online Celebrations

The Korean fandom’s response to the ‘Happy End’ team’s return was nothing short of electric. Social media platforms lit up with fan cams, photos, and heartfelt messages. Popular Tistory bloggers recounted their experiences at the event, praising the team’s authenticity and the emotional atmosphere.
Fan communities organized online watch parties and discussion threads, dissecting every detail of the actors’ interactions and the film’s themes. The event also inspired fan art and creative tributes, further strengthening the sense of community. This phenomenon reflects a broader trend in East Asian pop culture, where fans actively support and celebrate artists across national borders.

Behind the Scenes: How the Promise Was Made and Kept

Kurihara Hayato’s promise was first made during an earlier promotional visit, where he told fans he would return if the film reached 100,000 viewers. As the milestone approached, fans rallied online, encouraging others to watch the film and sharing updates on ticket sales. The sense of collective achievement when the goal was reached was palpable, with fans feeling directly responsible for the team’s return.
Media outlets covered the story extensively, with headlines celebrating the power of fandom and the special relationship between the ‘Happy End’ team and their Korean audience. This narrative of promise and fulfillment has since become a case study in effective fan engagement and cross-cultural marketing.

Cultural Insights: Why This Story Matters to International Fans

For international fans, the ‘Happy End’ team’s journey offers valuable insights into the dynamics of East Asian pop culture. The story illustrates how sincerity, accessibility, and a willingness to engage can transform a film’s reception abroad. It also highlights the growing importance of fan-driven success in the global entertainment industry.
Understanding the cultural context—such as the significance of promises in Korean fan culture, or the rarity of Japanese stars expressing affection so openly—adds depth to the story. As cross-border collaborations become more common, the ‘Happy End’ phenomenon serves as a blueprint for building lasting, meaningful connections with fans worldwide.

Looking Ahead: The Future of Japan-Korea Film Collaborations

With ‘Happy End’ breaking new ground, both Korean and Japanese media are speculating about future collaborations. Industry insiders point to the film’s success as evidence that audiences are eager for more diverse and emotionally resonant stories. The positive reception of the ‘Happy End’ team’s visit may encourage other Japanese filmmakers to engage more directly with Korean fans, fostering a new era of cultural exchange.
As the lines between fandoms blur and artists become more accessible, the possibilities for creative collaboration and mutual appreciation are endless. The story of ‘Happy End’ is just the beginning.