Branding in Seongsu: Episodes 1-2 (First Impressions)
by DaebakGrits
Set in the cutthroat world of branding and marketing, our latest drama focuses on the oddball pairing between a marketing team leader at the top of her game and an idealistic intern who grates on her nerves. It’s a classic tale of opposites attract that, so far, remains utterly unattractive.
Editor’s note: This is an opening review only. For a place to chat about the entire drama, visit the Drama Hangout.
EPISODES 1-2
Branding in Seongsu is the latest drama released by LG’s streaming platform U+ Mobile TV, but rather than the quality we’d expect from a standard 12-episode K-drama, this drama — with help from its nontraditional airing schedule — somehow manages to have the rushed pacing and low-budget feel of a web drama. Right out the gate, our leading lady KANG NA-EON (Kim Ji-eun), a team leader at Seongsu Agency, is dropped into our laps via a high-pressure situation designed to acquaint us with her astute business acumen and her ability to get the job done — no matter what obstacles are in her way. If her coworker moves a meeting with a potential client to an earlier time and intentionally fails to update her, then she’ll pay a taxi driver 500,000 won to go off-roading to avoid a traffic jam.
The client is the CEO of XU Beauty (Shin Hyun-soo), and he denies all rumors that his cosmetics company lies about its products’ ingredients and engages in animal testing. But he’s, like, the SHEIN version of Shi-oh from Strong Girl Nam-soon, so all signs totally point to possible shady business practices.
The CEO needs a skilled marketing team for the launch of his company’s latest product, and so far he’s unimpressed by Na-eon’s colleague — and competitor — who tried to steal her pitch from her. When Na-eon arrives 47 minutes late to her 50-minute appointment, she remains unfazed. She’s so phenomenal at her job that she only needs three minutes to convince the CEO that she’s the woman to entrust with his marketing needs. She will not only make his product a huge success, but she will also rebrand his whole image to get rid of all those nasty rumors plaguing his company — just like she did for a celebrity with a criminal history.
For some unknown reason, the CEO wants to open the pop-up store for the launch of his new product in an old shoe factory, where workers are currently protesting the relocation plan that will put them out of business. Na-eon, determined to give her client what he wants, sends interns from Seongsu Agency to convince the protesting workers to give up and let them take over the space for their pop-up.
This struggle with the workers turns out to be another exaggerated and unrealistic scene intended to quickly provide insight into our leading man’s character. SO EUN-HO (Park Solomon), the oldest intern at Seongsu Agency, has actually partnered with the factory employees to blockade his own coworkers from gaining access to the building. And if opposing his boss and coworkers wasn’t a clear enough indication that he’s an idealist and a supporter of the environment and underdogs everywhere — the exact opposite of our leading lady, the heartless tinwoman — then surely the save-the-planet themed enamel pins decorating his backpack are enough to drive the point home.
Despite actively working against Seongsu Agency’s interests, Eun-ho is not fired, but it seems unlikely that he will be hired after his internship. And in the rare event he does stay on at Seongsu Agency, he will probably be assigned to the worst team in the company — a subtle way of encouraging him to leave of his own accord.
Like all workplace dramas, this one is not without its share of office gossip, and a good bit of it is centered around Na-eon and Eun-ho. It turns out Na-eon was Eun-ho’s college sunbae, and even though she told him early on that he was too righteous to have a career in marketing, Eun-ho still followed his dream career path — and Na-eon — and got an internship with Seongsu Agency.
Because she’s his sunbae, Eun-ho has a habit of expressing a familiarity that’s entirely inappropriate — not to mention unwelcome — at work, which makes Eun-ho’s friends speculate that the two of them are in a romantic relationship. After all, Na-eon is rumored to release all her pent-up stress through sex, and Eun-ho isn’t bad to look at — if you take away his crappy wardrobe. So, of course, after hearing all of these rumors, Eun-ho fears the worst when Na-eon asks him to meet her at a hotel.
But she doesn’t summon him for a night of depravity. Instead, she’s arranged for him to meet the CEO of XU Beauty, who gently pets a bunny while doing his best to prove to Eun-ho that he’s really one of the good guys. Even though the whole stroking-a-fluffy-white-animal shtick gives off some major Bond villain vibes, Eun-ho is appeased. Eun-ho’s idealism is paired with a desire to see the good in people, which makes him easily manipulated. And because he’s now a supporter of XU Beauty, he’s excited that Na-eon asks him to check out their manufacturing plant — until he realizes it’s located in the middle of nowhere.
Even though Na-eon is making a conscious effort to prove to Eun-ho that XU Beauty isn’t the big bad wolf, she’s not entirely convinced of her client’s innocence. The difference between her and Eun-ho, however, is that she’s not as stuck on the ethics of XU’s business practices. Instead, she’s more focused on what’s best for her career. The CEO promises to put in a good word for her with her boss, which will do wonders for her chance at a promotion… but any skeletons in his closet could come back and bite her in the ass.
It feels like Na-eon specifically sent Eun-ho to inspect XU’s manufacturing plant partially to get the annoying do-gooder out of her hair, but also to use his bias to help her discover if the CEO is hiding anything. Given what little we’ve learned about her character thus far, I’m inclined to believe she won’t drop her client. Instead, I think she wants to see the CEO’s dirty laundry so she can clean it — or at least throw it in the dryer with some dryer sheets to quickly mask the smell and minimize the wrinkles — before the launch of the pop-up. And since Eun-ho stumbled across a whole laboratory of caged animals at the manufacturing plant, it looks like Na-eon is going to have her work cut out for her.
So far, I’m not impressed with Branding in Seongsu. The obvious attempt at gender role reversal falls flat because our leading characters are so excessively cliché. Na-eon is so no-nonsense that she lacks any hint at a personality that could potentially make her more likable as the story progresses. And Eun-ho, well, his idealism is more aptly described as idiocy. Even though I prefer his good-guy nature more than our emotionless leading lady, I find him annoying — like a child left unattended at a restaurant.
The secondary characters aren’t much better. The interns exist to gossip, provide a sense of place, and to offer up the cliff notes version of our main characters’ backstories. DO YUMI (Yang Hye-ji), the ditzy female member of Na-eon’s team, is actually more incompetent than Eun-ho, but she’s somehow managed to stick by Na-eon’s side even though she clearly fails to meet Na-eon’s high standards.
The only person at Seongsu Agency that seems professionally — and personally — on par with Na-eon is graphic designer CHA JUNG-WOO (Kim Ho-young). He’s excellent at his job, and he possesses the confidence to hit on Na-eon and then back off when she deflects and rejects his obvious flirtations. Jung-woo was actually the only character that left me wanting to know more after these first two episodes, and it’s a pity that Yumi seems to have a childish crush on him that’s likely to devolve into petty jealousy if she doesn’t get her way.
Maybe this drama’s particular brand of humor and pacing will appeal to others, but for me, Branding in Seongsu feels like a watered down amalgamation of characters and tropes we’ve seen before. So far it brings nothing new to the table that makes me curious enough to keep watching, and I’m someone guilty of intentionally watching certain rom-coms for their formulaic predictability. Supposedly, there’s a fantasy element that will be introduced later in the story, but that actually makes me less inclined to stick around. After two episodes, I’m already perplexed that this drama simultaneously has too much and too little going on with its plot, and I can’t imagine adding another genre to the mix will improve the situation.
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Tags: Branding in Seongsu, Kim Ji-eun, Park Solomon (Lomon), Shin Hyun-soo, Yang Hye-ji
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1 Northern Menace
February 8, 2024 at 5:23 PM
I watched the first episode. This show is absolutely awful. The writing is absurd. It's as if the writer has not met or observed human beings before. And the acting is utterly clownish.
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2 Britney
February 8, 2024 at 6:32 PM
Wow, I watched all 4 available episodes and retained absolutely nothing apparently haha
Except the animal testing part.
I didn't even know the client was the one who wanted that location and now once again, I'm just left in confusion. For what reason would you need to take a space that's already in use for a pop up store? So this was solely to show the villiany?
I don't understand the SHEIN reference. Does that mean a cheaper, lamer version of a character from Strong Woman Nam Soon? But then I don't know what a non cheap & lame version would be like haha (I've never watched Nam Soon)
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DaebakGrits
February 8, 2024 at 6:42 PM
You got it! Haha.
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3 Elinor, Team Glasses team co-captain
February 8, 2024 at 6:46 PM
So, Kim Ji-eun, basically. She’s not a terrible actor, just insipid. I probably wouldn’t watch this anyway because body-swapping isn’t my favorite thing, but I really can’t imagine how she’ll pull that off. Thanks for taking one for the team, @DaebakGrits.
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4 peiyeelai
February 8, 2024 at 6:48 PM
Thanks for review. I am glad that I decide to forgo watching this ridiculous drama. The synopsis and the cast make this drama unbearable for me to start.
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5 Britney
February 8, 2024 at 7:47 PM
I could definitely be wrong but I like the premise of body swapping which made was given... disappointing is barely the right word for something that made so little impact haha but let's go with that.
I've already said I don't seem to have retained much of anything but digging through my memory, I've come up with something that annoy me: the male lead constantly talking about how attractive he was. Oh that was grating to me; like eye roll inducing, side eye, face palm inducing annoying. Maybe I seem dramatic but it was that bad to me. I don't know how long he appeared in the first episode but during a 20-30 minute episode, he mentioned his attractiveness like 3 or 4, maybe 5 times (I think).
I don't know how or why his attractiveness would allow him to get away with ANY of his actions. Is it just because I'm not remotely attracted to him.
Honestly, I don't like his character nor the female lead.
Maybe the characters are this way so they can go through redemption and growth arcs post body/soul swap antics but they're just so unlikable to me.
I also tried to reason with myself that almost all kdramas start with the unlikable jerk character and then they get better but ugh, I cannot see myself wanting to wait for it.
Ugh, and I just thought of how post body swap, the intern would just be acting the team leader which just makes him unlikable in another way haha
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Britney
February 9, 2024 at 5:48 AM
I could definitely be wrong but it seems like I'm the only one who likes the premise of body/soul swapping*
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DK-Drama 🫘 Giffing n Space Cadetting🍉🌱
March 1, 2024 at 4:45 AM
You're not. I think it is super interesting and fun, when done well. And I aleays hope it will be done well.
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vienibenmio
February 9, 2024 at 6:08 AM
I dropped it because I didn't like either leads (and the ML struck me as super immature?)
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hacja
February 9, 2024 at 8:34 AM
This is what most disappointed me about the male lead character here as well. I would have much preferred it if he had just been a crusading idealist and not so convinced of his own sex appeal.
That is one of my least favorite qualities of Kdrama male leads, when they are impressed with their own good looks. In another show, bragging about his own handsomeness is exactly what Park Hyung Sik is always doing in Dr. Slump, and I don't really care for that character either.
However, in comparing these two shows, there is an obvious difference between the two male leads: Park Hyung Sik is actually good looking! (Of course, that's my own male judgement--not speaking for others!)
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Britney
February 9, 2024 at 4:37 PM
Maybe Park Hyung Sik is more charming? I think he often commented on his own attractiveness in Strong Woman Do Bong Soo but I don't remember being annoyed with him like I am with the male lead here. SWDBS was also funnier so again, that makes things more palatable.
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LT is Irresistibly Indifferent and reminded of the slow march of death
March 1, 2024 at 7:42 PM
I spent the whole episode(s) pondering the fact we got a Male Candy but one who's somehow also convinced of his own Super Specialness. So not only does he have Candy's stupidity, he also has an obliviousness that borders on arrogance. I think they were shooting for idealism and puppy love and missed the mark.
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hacja
March 1, 2024 at 8:16 PM
@leetennant I subsequently realized I was totally wrong about the show's intent in its initial presentation of the ML. In my opinion, the body swap changes the point entirely. Not surprising, that I missed the mark, but it is surprising to me that the show (in my perhaps wrong interpretation) used the initial male candy portrayal to make a pretty good point about gender. But, if you are so inclined, see what you think. Unfortunately, you have to make it to episode 5, and understandably, you might not be interested enough.
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LT is Irresistibly Indifferent and reminded of the slow march of death
March 1, 2024 at 8:52 PM
I did and I don't necessarily see it tbh, mostly because I think both the male and female lead weren't well enough characterised before the body swap.
The gender stuff generally I can see just in the relentless gossiping and devaluation of the female lead from the first scene, even though it was less than subtle.
After the first four all the rabbits are gone and I'm sad.
hacja
March 1, 2024 at 10:01 PM
Re: the rabbits. There is one left, and it apparently communicates with the shaman woman. I haven't seen it in the latest episodes, however--I assume it will appear one time before the end.
I would say, having gotten through 4, you should give this 2 more episodes. But again, it sounds as if you've already given up, which is understandable. I'm not saying this is great art.
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LT is Irresistibly Indifferent and reminded of the slow march of death
March 1, 2024 at 10:34 PM
Oh I haven't given up yet. I'm in a Couch Coma and it's certainly watchable enough when the alternative is moving 🤣
DK-Drama 🫘 Giffing n Space Cadetting🍉🌱
March 1, 2024 at 4:48 AM
I think it is pretty funny that he talks about his own attractiveness all the time. I mean, he is not wrong that he is, but his assumption that everybody else, and especially she, is thinking about that all the time is so dumb.
Like, she even caught him while he was falling, and he corrected her ... and then again, when she let go and he fell the rest of the way to the ground.
Their clear extremes are not very realistic, but I think they are fun.
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6 DancingEmma
February 8, 2024 at 9:25 PM
I watched a bit of this and while I think it raised important issues - albeit superficially -about animal testing, corporate malfeasance and the amorality and/or immorality (take your pick) of marketing campaigns and public relations, I have little faith that it would do justice to these important issues given the central conceit.
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7 hacja
February 8, 2024 at 11:26 PM
I'm going to dissent from this brutally negative tone a bit. Not that I think this show is that great, but the setup is actually pretty interesting to me, for 3 reasons:
1. I know that you, @daebakgrits have seen this all before, but I haven't. Obviously I don't know dramas like you do, but with the exception of Okja, I don't know any kdramas or kfilms that deal with corporations and animal rights issues. I would ask you for a few names of shows, but I know you are busy. @dncingemma do you know better shows with this theme? Actually the murderous guy in the bunny mask wouldn't be totally out of bounds of this scenario--animal rights extremist or someone trying using them as a cover?
2. Outside of the animal rights issue, the setup here really is not that bad: the cynical power and money hungry marketing executive, who nonetheless is not entirely without a conscience, but who is harassed and discriminated against because she is a woman, and the naive idealistic intern, who is himself arrogant because he is a good looking male. Did he expose his "sunbae" and lead to her downfall? I don't think so, but he could have, and maybe seeing what that meant would open his eyes a bit to other forms of rights violations.
3. Finally, the supernatural part, the body swap, could actually be thematically revealing--the arrogant idealist could experience what it was like to be a woman in a male dominated corporation, while the FL might begin to act on different principles.
Will this come together in a decent show? Well, its unlikely, but the first 4 episodes were not as terrible as everyone else here suggests, in my opinion.
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Britney
February 9, 2024 at 5:57 AM
If you watch this, I would hope you talk about it in the hangout
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hacja
February 9, 2024 at 8:45 AM
I will, not because I want to defend this show--it very well could get worse after the body swap rather than better. But the fact is the recap is only of the first two episodes, is judging it as a comedy, something that I don't think it is.
And, except for your critique and @kurama 's (both of which I agree with, by the way) most of the people commenting here either didn't watch the show or only watched one 30 minute episode. I'm going to give it at least one more week to see where it goes after the body swap. I have a feeling as you say it will be a story of redemption for the FL, which may or may not be convincing.
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DancingEmma
February 9, 2024 at 9:21 AM
No, I don’t. That’s why I thought it was important that it raised these issues. Yes, I didn’t watch all three eps and yes, I’ll be glad if I’m proven wrong.
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LT is Irresistibly Indifferent and reminded of the slow march of death
March 1, 2024 at 7:49 PM
The only other drama I can think of that deals with animal testing is L.U.C.A and I'm not sure I should recommend that or warn you away.
I also kind of enjoyed the first few episodes of this, yes the characterisation is paper thin, the plot ridiculous and the dialogue absurd. But I don't think it's trying to be something it's not. At least not yet. The production itself screams fantasy, up to and including the ubiquitous white rabbit references - which I found... interesting, actually. Not just for its Alice in Wonderland connotations but its visual references to Donnie Darko as well.
I'm at least willing to see how the body swap pans out and take it from there.
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8 Kurama
February 9, 2024 at 12:02 AM
I don't think the drama was written for this format of 30 minutes long episode and was cut.
Is it good? Not really.
The characters were not interesting. The FL seems having a trauma but nothing justifies her way to handle things for her success. The ML is stupid idealist whose actions don't make sense.
The theme of animal cruelty seems to be just a plot device and not a real issue to address.
None actor was really good. Kim Ji-Eun has always the same nasty expression in every drama...
I was curious about the body swap, after all, it's the original part of the story. But after it happened at the end of the episode 4, so I guess I will watch the next episodes to see how they did it.
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9 Dylan [is crying bc of Umi no Hajimari]
February 9, 2024 at 3:59 AM
I was so excited to watch this but it’s a bit of a disappointment for me. The writing is a mess, the characterization doesn’t make sense, and I’m just not that interested in the plot.
The FL is borderline evil, she’s not just a capitalist pig, she’s an otherwise normal person who chooses to destroy the hopes and dreams of working class people bc it’s “necessary” and “nothing personal.” The ML is an ineffective buffoon who suddenly did a 180. None of the other characters are sympathetic either. This would all be forgiven if the story just… made sense and engaged me.
That kiss was super hot, which is all I can say. And will I continue watching for the hot people? Also yes.
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10 Cecee is done DramaQueening
February 9, 2024 at 5:51 AM
Urgh, this sounds so painful... Such a waste! It could have been a fun and new take on the typical office enemies-to-lovers trope. It could have been an entertaining way to expose the disparate world of marketing and branding, which is open to data nerds, sales aficionados, and principled idealists all at the same time.
Ah, it could have been so much more, and it doesn't sound like it's managed to be anything at all.
Disappointment doesn't even convey my abysmal chagrin (and fecking rage too) for all those missed and ignored opportunities.
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11 bunnylita
February 9, 2024 at 7:27 AM
I really couldn't make sense of this one. Whatever it's trying to do it all fell flat for me.
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12 bbstl 🧹
February 9, 2024 at 9:00 AM
As daebakgrits says, >After two episodes, I’m already perplexed that this drama simultaneously has too much and too little going on with its plot, and I can’t imagine adding another genre to the mix will improve the situation.<
All this, and bad acting too. Bleah. I’m out!
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13 🌸 Cera (@Seeker) 🌸
February 10, 2024 at 12:08 PM
Seems like a 🚫. Sigh.
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14 Northern Menace
February 14, 2024 at 4:12 PM
What is most bewildering is that choices were made. Someone had to read the script and decide that actual humans would be entertained by the plot and character development. Someone had to approve spending real money to make this. Auditions were held and it was decided that these were the best actors for these roles. After the terrible first episode was filmed the people who were spending the money thought that it was a good idea to continue instead of cutting their losses and shutting down the entire production.
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hacja
February 22, 2024 at 10:38 PM
I've now watched half of this show, and you were just wrong about this one after viewing one (1) episode. If you had viewed more, then I would credit your judgment. But you didn't so I don't credit it all.
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