The world of Korean television variety shows is fiercely competitive, but few programs have managed to hold the public’s attention as consistently as KBS2’s Boss Ear is Donkey Ear (사장님 귀는 당나귀 귀). On April 19, 2026, the show’s 353rd episode aired to impressive numbers, notching a peak viewership rating of 5.1% according to Nielsen Korea—a figure that not only underscores its popularity but also marks the show’s 202nd consecutive week as the number one entertainment program in its Sunday afternoon time slot. That’s no small feat, and the buzz shows no sign of slowing down.
This week’s episode featured an especially compelling guest: Kim Da-in, the entrepreneurial force behind the fashion brand Matin Kim. Kim’s journey is nothing short of remarkable. Born in 1992, she launched her business at just 24 years old, armed with little more than 300,000 KRW (about $220) her mother gave her during a particularly tough period. "I didn’t go to university," Kim revealed on the show, according to SpotvNews. "I started selling clothes at Dongdaemun with 300,000 KRW my mom gave me to buy two coats. After that, I never received any more help." Her candor about humble beginnings struck a chord with viewers and highlighted the grit behind her success.
Kim’s gamble paid off in spades. Matin Kim has since become a household name among Korea’s younger generation, especially the so-called MZ generation (Millennials and Generation Z), achieving annual sales of 100 billion KRW (nearly $74 million). Not one to rest on her laurels, Kim later stepped down as CEO after her initial success, launching a second brand, Dainit, which itself reached 10 billion KRW in sales within just two years. Her motivation? "I’m still young, so I wanted to return to basics and prove my skills again," she told viewers, as reported by bntNews. The drive to keep pushing boundaries, even after such a meteoric rise, is a trait that sets her apart in the ever-evolving world of fashion.
On the show, Kim Da-in was joined by comedian Park Myung-soo and intern Hyojung of the K-pop group Oh My Girl. The three participated in a lively idea session for a popup store, where Park, ever the quick thinker, suggested incorporating a police line motif into the brand’s designs. Kim responded on the spot, demonstrating denim pants featuring the motif—a move that drew admiration from both her guests and the studio audience. It was a moment that encapsulated her reputation for being meticulous and decisive, qualities that have become hallmarks of her leadership style.
But what is the secret sauce behind Kim’s enduring popularity and her brands’ success? According to Kim, it all comes down to communication. She shared that she receives over 300 messages from customers every day and makes a point to actively reflect their feedback in her designs. "I try to incorporate customers’ requests into the designs as much as possible," she explained. This relentless focus on customer engagement has helped her brands stay fresh and relevant in an industry where trends shift by the minute. Kim admitted, "The fashion industry changes so quickly, it’s a lot of pressure. When I meet people, I habitually observe everything," underscoring her commitment to staying ahead of the curve.
Kim’s story was just one of several threads woven throughout the episode. The show also followed chefs Jeong Ho-young and Jeong Ji-seon, along with baseball legend Yang Jun-hyuk, as they embarked on a culinary research trip to Hong Kong. Each took a different approach to exploring the city’s famed food culture. Jeong Ho-young delved into the secrets of a 15-year-old egg noodle shop, investigating the nuances of noodle preparation. Jeong Ji-seon, meanwhile, scouted local side dish and dim sum establishments, gathering ideas and inspiration for her own culinary endeavors.
Perhaps the most adventurous, though, was Yang Jun-hyuk, who took on the challenge of tasting Hong Kong’s legendary snake soup at a restaurant with a 130-year history. For Yang, the experience was more than just a culinary curiosity—it was a nostalgic journey back to his youth. "When I was in high school, there were a lot of snakes around the training ground. We didn’t have money for supplements, so we caught and ate snakes instead," he recalled, drawing laughter and surprise from his companions. His willingness to try the exotic dish without hesitation spoke volumes about his adventurous spirit.
The episode also shifted gears to matters of the heart, as announcer Nam Hyun-jong prepared to tie the knot in November 2026. Eom Ji-in, known in the office as a bit of a "mother-in-law" figure, took on the role of wedding planner for her soon-to-be-married colleague. She congratulated Nam’s fiancée over the phone and, in a moment of playful nosiness, asked about their plans for children—a question that prompted host Jeon Hyun-moo to quip, "You’re really too much," sending the studio into fits of laughter. The fiancée, for her part, revealed she had saved Nam’s name in her phone with a sunshine emoji, saying, "He appeared in my life like sunshine," a sweet sentiment that didn’t go unnoticed by viewers.
The wedding planning segment continued with Eom Ji-in, Nam Hyun-jong, and Kim Jin-woong visiting various wedding halls to discuss practical details like guest capacity, venue fees, and meal costs. Jeon Hyun-moo, drawing on his own experience as a wedding MC, offered sage advice: "The most important thing at a wedding is the taste of the food." He also confessed his own dream of a "big wedding," eschewing the recent trend for smaller, more intimate ceremonies.
As always, the episode sparked lively discussion across social media and online communities. Comments ranged from admiration for Kim Da-in’s entrepreneurial journey—"Kim Da-in’s determination is inspiring" and "Rooting for Kim Da-in to become a leader of K-fashion"—to curiosity about Yang Jun-hyuk’s culinary exploits—"What does snake soup taste like?" There were also plenty of congratulatory messages for Nam Hyun-jong’s upcoming wedding, with viewers appreciating Eom Ji-in’s hands-on approach to wedding planning.
With a blend of business acumen, culinary adventure, and heartfelt moments, Boss Ear is Donkey Ear continues to capture the imaginations of viewers week after week. Its unique format, which spotlights both the challenges and triumphs of its guests, keeps audiences invested—not just in the stories, but in the people behind them. The show airs every Sunday at 4:40 PM on KBS2, and if its latest episode is any indication, it’s showing no signs of slowing down.
For fans of Korean variety television, fashion, or even just a good underdog story, this week’s episode was a reminder of why Boss Ear is Donkey Ear remains a staple of weekend viewing.