Baek Ma-tan in Gaus Electronics. While it was clear he was from a rich family, a corporate chaebol family is one i didn't envisage.

For this prompt, I'd say that my heart will always go out to Kim Young-Kwan as Han Yoo-hyun in Hello, Me!. He's such a delight to watch, his reveal was so reluctant (and sad in its own way), and you want to root for him as a character--even though he's the rich guy--the whole way through.

Louis from Shopping King Louis FTW!
🙋‍♀️

I think I’m gonna agree with Seon-ha about Hello, Me!. I was really surprised by how much I liked Choi Kang-hee and Kim Young-kwang’s warmth together. They didn’t have the type of crackling chemistry that makes me want to smush their faces together, but they were cute, and I always love when the rich guy is NOT a jerk.

Kim Young-kwang WAS an actual chaebol in that one, right? If not, then my vote transfers to Louie! To be honest, sometimes it’s hard for me to remember which drama characters are proper chaebols and which are just rich.

In that vein, my favorite hidden rich-but-not-chaebol-rich boy storyline is honestly from Dal-ja’s Spring. It was SO unexpected and hilarious how it was revealed that Lee Min-ki was being chased not by loan sharks (which would have been so k-drama) but by his grandfather, LOL. And Tae-bong doesn’t give off rich vibes at all and I love how much he doesn’t give a crap about social conventions.

Yoon Shi-yoon in the old-school drama "Bread, Love, and Dreams," also known as "Baker King," which was probably my first melodrama.

Louie from Shopping Wang Louie!

Honorable mention to Ma Tang from Gaus.

One hundred percent Yu-hyeon in Hello Me. I love him sooooo much, and the scene where his true identity is finally revealed is one I actually rewatch quite a bit

Lee young joon from wwwsk

Louie no doubt
he likes instant coffee
he runs across town covered in pain relief patches
he is sincere and sweet
he looks hot even in a sauna t shirt
him and Bok sil are like two sock puppets

Louis for sure, because it was hidden twice, he didn't know either. I love that drama so much.

I can't even remember any hidden chaebols haha
So going off the list others have mentioned, my choice would have to be John Kim. I think he is also the first hidden chaebol character that I've ever seen.

I don't remember when he fell for Kang Ju Eun's character; was it before the weight loss? I know they certainly had starks flying before then haha

Sidenote: Oh My Venus my first time ever seeing Shin Min Ah (as well as the rest of the cast)

I’ve got to go with Lee Yul on this one. I mean, yes, he’s technically a crown prince and not a chaebol but close enough. He was my first kdrama crown prince, so he already holds a special place in my heart, but I also just don’t get tired of the grumpy and cold ML who is also fair and just and a total softie. Add to that Yul’s totally ridiculous attempts to be a commoner, his cute bromance with Jung Jae-yoon, cuter romance with Yi-seo, and breathtaking eyebrows, and it’s a sure thing. That video where someone clipped together all the moments where he says “Oho!” is the gift that keeps on giving.

Either Louis from Shopping King Louis or Baek Ma-tan from Gaus Electronics. I like my chaebols funny or at least a smidge bit pathetic. No need for these overly powerful guys to be both rich and perfect.

And yes, bonus for Love in Contract's Kim Jae-young. We could be besties who borrow from each other's closets. He needs a true friend and I need his clothes, we'd be a perfect match (platonic or otherwise).

Wow, great choices already! I especially like Hello, Me, because that whole show is so good, and Gaus Electronics, the parachuting...

In the subcategory of amnesiac hidden chaebol, I can think of Lovers of Haendae, but was his father a crime boss? (or is that a distinction without a difference?) so I'll pick another one as my only pick one, Anna Jo in Fantasy Couple.

Louie (Shopping King Louis) is my first choice. Unforgettable.

But since Kiara mentioned Kim Tak-gu (King of Baking), then this would be a tie: Louis and Tak-gu.
Both of them are among my favorite MLs.

(Btw, was Yoon Shi Yoon a hidden chaebol in "Me too, Flower"? I have not watched that drama).

I'll pick Jang Dong Gun in All about Eve anytime.

Its always So Ji Sub for me. So Kim Young Ho in Oh My Venus! Everything DaebakGrits wrote above. And that scene when Young ho was training showing off his muscles is living in my head rent free.

I don't know whether an undercover author is a chaebol or not, but the one that impressed me A LOT is Choi Si Won as Shin Hyuk in She Was Pretty. Like he was the most weird, fun, and kind person as far as 'undercover' is concerned. While most chaebol heir usually had their major flaw in the beginning; famously being a jerk or lazy; he is the total opposite. And he sees and likes people as they are with all their flaws. I got swooned over his personality as I'm typing this.

I am with @unit, choosing our shopping king Louis. No way am I going to forget the way he says "Bok-sil."

Shopping King Louie. He is so cute and weird but so pure and a gentleman. He's a green flag despite him causing the female lead money problems lol

You never said the drama had to be good. So I've got to pick the chaebol working as a janitor in 'Revolutionary Love' (2017).
Kang S-ra as the plucky Candy and Choi Si-won and the chaebol heir kicked out of the family mansion and forced to work as a janitor.

What makes this series stand out is the male lead started out as a narcissist delusional stalker and he NEVER CHANGED. He remained a narcissist delusional stalker right up to the final scene. And the second male lead was even worse! All the Candy female lead wanted to do was unionize the building janitors, forget about romance.

Even though Moonshine was train wreck of a show and he was only a supporting character, I fell hard for Byeon Woo Seok as the Crown Prince who is constantly sneaking out disguised as a nobleman. He was so cheeky and irreverent. This role made me take notice of the actor.

Also, does a female chaebol in a Chinese drama count? Because if so, Janice Wu was fabulous as the heiress who goes undercover as an employee at one of her family's subsidiaries. She was so independent, grounded and determined. I love how she wasn't addicted to her family's money and status. Just an overall great character and portrayal.

You know who came to mind? Manager Kim from She Was Pretty. You know, the nephew of Most's Editor 😆😆😆

But honestly, my pick is Louis XXV! He's lovable, easy to get along with, drops truths on the character in an interesting way. I dare say he was both the main character and the foil for all every character in the drama. He was open minded, loving and consistent. Louis all the way!!!
(But I'm not Go Bok shil though. Beach Better Have My Money. That girl has the patience of a saint!)

Kim Young-Ho! I agree with everything that Daebakgrits said. If I have a personal trainer like Kim Young-ho I'll be very enthusiastic about weight loss too. Oh and to all OMV lovers out there, let us take a moment to reminisce the work out scene that introduced us to John Kim. AMEN!

YES Kim Young-ho/John Kim from Oh My Venus! Even though I dropped this show he has a special place in my heart LOL