Branding in Seongsu (2023) is a South Korean romantic comedy-drama that blends corporate satire, body-swap tropes, and lighthearted romance. The film follows Kang Na-eon (Kim Ji-eun), a passionate marketing team leader at a traditional Korean cosmetics company, who mysteriously swaps bodies with intern Oh Soo-hyun (Ryeoun) after a car accident.
Strengths:
Fresh Take on Body-Swap Comedy – While body-swap stories aren’t new, Branding in Seongsu adds a corporate twist, pitting a workaholic career woman against a free-spirited intern. The clash of perspectives leads to humorous and insightful moments.
Social Commentary – The film critiques workplace hierarchies, generational gaps, and the cutthroat nature of branding culture in Korea. Na-eon’s journey in Soo-hyun’s body forces her to see the struggles of younger employees
Strong Chemistry – Kim Ji-eun and Ryeoun deliver convincing performances, especially in mimicking each other’s mannerisms post-swap. Their comedic timing keeps the film engaging.
Visually Stylish – The cinematography and production design reflect the glossy yet stressful world of marketing, with vibrant aesthetics fitting for a K-beauty-themed story.
Weaknesses:
Predictable Plot – The storyline follows a familiar rom-com formula, and the resolution doesn’t offer many surprises.
Underdeveloped Romance – While the leads have chemistry, the romantic subplot feels rushed, lacking deeper emotional buildup.
Shallow Satire – The corporate critique is entertaining but doesn’t delve as deeply as it could, opting for light humor over sharp commentary.
Verdict:
Branding in Seongsu is a fun, breezy watch with enough humor and charm to entertain fans of Korean rom-coms. While it doesn’t break new ground, its workplace twist on the body-swap trope and strong lead performances make it enjoyable.
Rating: ⭐⭐⭐½ (3.5/5) – A solid, if somewhat formulaic, corporate rom-com with heart and laughs.
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