Farewell to Cinderella: ‘#LoveScout’ rewrites K-drama success formula
By KTimes
“Love Scout” has taken the drama world by storm, with episode teasers surpassing 500,000 views on YouTube in less than a week. The 36-second clip for Episode 9 of the SBS drama has fans eagerly awaiting the next episode, with many commenting that they have rewatched the teaser multiple times.
The romantic comedy, which follows the story of headhunting firm CEO Kang Ji-yoon (#HanJimin) and her secretary Yoo Eun-ho (#LeeJunhyuk), is soaring in both ratings — peaking at 11.8 percent — and popularity. With its gender role reversal and fresh storytelling, the show reflects the latest trends in Korean dramas.
Female CEO, male secretary
While the drama’s storyline follows the familiar romantic arc of two initially antagonistic characters slowly falling in love, it flips the traditional power dynamic. Unlike past dramas, where male leads often held higher social status, this series features a female company president and a male subordinate. Ji-yoon assigns work to her secretary Eun-ho, and when he expresses affection in the office, she sternly reminds him to keep it professional. Playfully subverting traditional male lines, she openly declares her feelings by saying, “You’re just too cute,” and confidently makes their office romance public.
This setup resembles last year’s hit drama “Queen of Tears,” which depicted chaebol heiress Hong Hae-in (Kim Ji-won) and her ordinary office worker husband Baek Hyun-woo (Kim Soo-hyun). The show, which featured Hae-in proposing with the promise, “I will never make you shed tears,” became tvN’s highest-rated drama ever, with a viewership peak of 24.9 percent.
Drama critic Oh Soo-kyung noted, “As societal norms evolve, romance dramas continue to change in their details, with gender role reversal being a key trend. Viewers no longer prefer the old formula of a wounded chaebol man and a Cinderella-like woman.”
However, gender role reversal does not necessarily signal progress in female narratives. Critic Lee Young-mi pointed out, “Younger audiences seem to favor stories where a carefree female lead is supported by a devoted male partner. But if a woman can only fully thrive when she has a man looking after her, it can actually be an anti-feminist trope.”
Gentle, caring male leads
Another major shift is in the portrayal of male leads. Once dominated by chaebols and professionals, male protagonists are now depicted as ordinary office workers. The stereotypical cold and arrogant hero has given way to kind and considerate men.
In “Love Scout,” Eun-ho is a warmhearted character who takes care of his colleagues, neighbors and even his young daughter as a skilled single dad. He is adept at cooking, tidying up and even braiding his daughter’s hair.
Drama critic Jung Seok-hee remarked, “As a secretary, Yoo Eun-ho completely breaks away from the classic male lead trope of a ‘rude but elite’ man. Viewers seem to be captivated by his humanity and reliability.” Oh Soo-kyung added, “Previously, dominant and aggressive ‘beast-like’ male leads were considered attractive, but in recent years, gentle and warmhearted men have become the ideal.”
Female leads who shine on their own
Women are no longer just love interests in romance dramas — they now hold strong, independent roles. Kang Ji-yoon in “Love Scout” is a competent headhunter, while last month’s drama “The Tale of Lady Ok” featured Ok Tae-young (Lim Ji-yeon) as a Joseon-era lawyer. Other successful series in 2024, such as “Good Partner,” which followed divorce attorney Cha Eun-kyung (Jang Na-ra), and “Judge from Hell,” which depicted judge Kang Bit-na (Park Shin-hye) punishing criminals, also highlighted ambitious and career-driven female protagonists.
Professor Yun Suk-jin of Chungnam National University’s Korean Language and Literature Department explained, “Today’s female leads establish their own presence through professional expertise, rather than being defined by their male counterparts. This marks a clear departure from past dramas where women needed a romantic relationship to be recognized as socially significant.”
With these evolving trends, new Korean dramas prove that romance can thrive without outdated tropes, offering fresh narratives that resonate with modern audiences.
This article from the Hankook Ilbo, the sister publication of The Korea Times, is translated by a generative AI system and edited by The Korea Times.