Director: Jeong Heon-su
A single accidental kiss upends two lives in Branding in Seongsu, a 2024 South Korean series that turns a workplace rivalry into a body-swap comedy-thriller. Directed by Jeong Heon-su, the show pairs sharp corporate satire with genre-bending romance across its short episode runs.
What is Branding in Seongsu about?
Two colleagues on opposite sides of a branding dispute find themselves trapped in each other's bodies after a chance kiss scrambles their identities. Suddenly forced to answer emails, meetings, and relationships as someone else, the pair have to fake their way through daily routines while searching for a way to reverse the swap. As professional rivalry gives way to reluctant partnership, buried feelings surface faster than either character is ready to admit.
Cast & crew
Kim Ji-eun and Lomon anchor the swapped leads, trading mannerisms and vocal rhythms as the story asks each actor to essentially perform the other's character. Yang Hye-ji, Kim Ho-young, Jung Yi-rang, Chae Soo-ah, Jeon Jun-ho, and Lee Kwang-hee round out the Seongsu office in supporting roles that keep the workplace scenes grounded.
Context & significance
Body-swap plots are a familiar shorthand in Korean romantic comedy, but Branding in Seongsu leans into the format's comic potential inside a specific setting: the branding and marketing world of Seoul's Seongsu district, a neighborhood known for its design studios and startup culture. Episodes run short, closer to a web-drama pace than a traditional network hour, which keeps the plot moving briskly. That pacing also lets the writers spend less time on setup and more on the mismatched details of the swap itself, from handwriting to phone habits, giving the comedy a steady stream of small, specific gags rather than one big premise repeated episode after episode.
Where & how to watch
Branding in Seongsu streams on K-Time with Persian dubbing and Persian subtitles, so viewers can watch in Farsi from the first episode or follow the original Korean audio with Farsi text. The show's page is free to read; watching the episodes requires logging into a K-Time account.