Korean Drama Review: Branding in Seongsu

Korean Drama Review: Branding in Seongsu

Branding in Seongsu (also known as Branding in Seongsudong) is a 2023 South Korean romantic comedy-drama that blends corporate intrigue, romance, and lighthearted humor. Starring Kim Ji-eun and Lomon (Park Solomon), the series follows the chaotic yet endearing relationship between a branding expert and a passionate employee at a traditional Korean rice cake company.

Plot Summary

The drama centers on Kang Na-eon (Kim Ji-eun), a talented but cold-hearted branding consultant who is hired to revamp the image of Seongsu-dong’s oldest rice cake company, which is struggling to stay relevant. She clashes with So Eun-ho (Lomon), a loyal and warm-hearted employee who deeply cares about the company’s traditions. As they work together, their professional tension turns into romantic sparks, leading to a battle of wits, emotions, and corporate strategy.

Strengths

Unique Corporate Romance Setting – Unlike typical office romances, Branding in Seongsu focuses on the clash between modern marketing and traditional business values, making it refreshing.

Chemistry Between Leads – Kim Ji-eun and Lomon have great comedic and romantic chemistry, balancing bickering with heartfelt moments.

Lighthearted & Fast-Paced – The drama doesn’t drag, keeping a fun and engaging tone with workplace antics and quirky side characters.

Branding & Marketing Insights – The show incorporates real-world marketing strategies, making it somewhat educational for business-minded viewers.

Weaknesses

Predictable Plot – While enjoyable, the story follows typical rom-com tropes without major surprises.

Underdeveloped Side Characters – Some supporting roles feel one-dimensional, missing opportunities for deeper backstories.

Rushed Ending – A few plotlines wrap up too quickly, leaving some viewers wanting more closure.

Final Verdict: 7.5/10

Branding in Seongsu is a charming, easy-to-watch rom-com with a unique corporate twist. While it doesn’t break new ground in storytelling, the leads’ chemistry and the fun workplace dynamics make it an enjoyable binge. Recommended for fans of light-hearted office romances like Business Proposal or What’s Wrong with Secretary Kim?

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