Winter Sonata
But it was Yoon Seok-ho's "Winter Sonata" in 2002 that would transform Bae's career, and consequently the face of Korean dramas abroad. A melodrama about first love, lost memory and unknown family ties, "Winter Sonata" became an unprecedented success in Asia and more than 20 countries, particularly in Japan. Bae gained a tremendous fan base among Japanese middle-aged women, who dubbed him with the honorific nickname "Yon-sama" (; cf. "Emperor Yon") and brought in in tourism and "Winter Sonata" merchandise sales.