The first short-form drama "In The Name Of Beauty," planned and produced by production company CHUNGKEUM (CEO Kim Kyung-min, and directed by Myung Jae-ha), has surpassed 300 million cumulative views globally.
Consisting of 44 episodes released exclusively on TikTok, the work recorded 100 million cumulative views within 6 days of its release and 300 million cumulative views within 12 days (as of August 11).
"In The Name Of Beauty" is an office romantic comedy that follows rookie employee Siwon (actor Son Ju-yeon), who dreams of joining the K-beauty company "Blanc," as she grows through competition, friendship, and love.
Rather than focusing on fast pacing and strong provocative elements, the drama stands out for incorporating the narrative style unique to K-dramas, centered on interpersonal relationships, emotional lines, and character growth, into a short-form format. Production company CHUNGKEUM focused on the potential that the emotional sensibility and storytelling structure unique to Korean dramas can maintain sufficient competitiveness even in short-form content.
Actors Son Ju-yeon, Lee Jin-hyuk, Kim Sa-hee, and Park Hee-jung appeared alongside Indonesian TikTok creator Jesselin to heighten immersion. Providing English and Indonesian subtitles for a Korean-produced work and collaborating with local creators led to positive responses in markets such as Southeast Asia.
CHUNGKEUM CEO Kim Kyung-min shared, "Even though languages and cultures differ, the anxiety, love, and dreams felt by youth are the same," adding, "I hope this becomes a medium through which young generation around the world can share their emotions."
(SBS Entertainment News | Kim Ji-hye)