Park Shin-hye's 'Undercover Miss Hong' Tops Brand Reputation Rankings Amid Rising Ratings

The drama 'Undercover Miss Hong,' starring actress Park Shin-hye, continues to climb in viewership ratings and has secured the top spot in brand reputation rankings. Park Shin-hye, who married actor Choi Tae-joon in 2022, is receiving widespread acclaim.

As of the 15th, the 10th episode of tvN's weekend drama 'Undercover Miss Hong' has aired, achieving the highest viewership ratings in the 2049 demographic across all channels, including terrestrial networks, nationwide and in the metropolitan area. Additionally, according to the Korea Corporate Reputation Research Institute, the drama ranked first in the drama category based on brand big data analysis from January 16 to February 16, which measured consumer brand participation, communication volume, media consumption, brand spread, and consumption volume from 54,437,218 data points. Park Shin-hye also topped the brand reputation rankings for drama actors.

The drama's success is driven by its dynamic characters, who bring the story to life. Among the characters, the protagonist Hong Geum-bo's narrative stands out, capturing the audience's affection. Transforming from a 35-year-old securities supervisor to a 20-year-old entry-level employee for undercover work at Hanmin Securities, Hong Geum-bo's journey of external transformation and internal growth captivates viewers.

Known as the 'Witch of Yeouido' for her ruthless work style and lone-wolf personality, Hong Geum-bo had few friends or confidants. However, her undercover mission leads her to a dormitory for single working women in Seoul, where she bonds with her roommates in Room 301. These four women, each with their own secrets, build a strong camaraderie through shared trials, offering laughter and emotion to viewers with their 'womance' that transcends real names, ages, and identities.

The unique camaraderie that develops in the Crisis Management Department at Hanmin Securities also contributes to Hong Geum-bo's transformation. Led by Albert Oh (played by Jo Han-gyeol), the team includes the lethargic Manager Bang Jin-mok (played by Kim Do-hyun) and computer enthusiast Manager Lee Yong-gi (played by Jang Do-ha). Once considered a backwater department, it begins to change with Hong Geum-bo's arrival.

The team's achievements are recognized, and previously demotivated members become enthusiastic about their work. However, the IMF crisis brings downsizing, scattering the Crisis Management Department despite Albert Oh's efforts to keep the team intact, resulting in Manager Bang being laid off. As an internal whistleblower known as 'Yeppi,' Bang's departure leaves a bittersweet impression on Hong Geum-bo.

Having adeptly navigated various crises with her exceptional skills, Hong Geum-bo's future endeavors, now infused with humanity, draw attention. Once self-reliant, she now collaborates with Go Bok-hee, gathering a supportive team and achieving even more significant results, heightening anticipation.

The 11th episode of 'Undercover Miss Hong' will air on the 21st at 9:10 PM.

Reporter Se-yoon Jung, TenAsia yoon@tenasia.co.kr