A still of Dad, Where Are We Going? [Photo provided to China Daily]

Other factors responsible for the popularity of South Korean licensed shows include their variety and their affinity with Chinese culture. They usually play up the positive side of human nature, say some experts. And their asking price for the license is much lower than a similar one from Western countries, but that is changing as the costs of some licenses have shot up 10 times in the past few years.

However, high ratings in South Korea do not guarantee a similar result in China. Two Days, One Night, despite its strong local cast, achieved dismal results. Chen Di, director of the Chinese edition of South Korea's Infinite Challenge, says many setups have to be localized. But apparently, few are questioning the addiction to marquee names－except those in the film business.

So many movie stars are now participating in reality programs that the rumble of griping from the film industry is growing increasingly distinct.