SEOUL – The Korean Business Research Institute has released its brand reputation rankings for television dramas for the month of May, based on an analysis of big data collected from April 12 to May 12.
The rankings quantify the market presence of 21 popular dramas by evaluating five specific metrics: consumer participation, media coverage, interaction, community awareness, and viewership indexes. This data-driven approach provides a measure of a production’s reach and audience engagement beyond traditional rating systems, which in South Korea sit alongside audience measurement frameworks overseen by the Korea Communications Commission.
In a market where scripted series increasingly influence cultural exports, tourism, and advertising strategies, the index is closely watched by broadcasters, streaming platforms, and policymakers who use such indicators to gauge the health and global competitiveness of the country’s content industry.
Top-Tier Performance and Audience Sentiment
The production “Perfect Crown” secured the top position for the period with a brand reputation index of 1,314,750. A positivity-negativity analysis of the series indicated a 90.58 percent positive reaction rate, underscoring strong audience approval across online and social channels. Keyword analysis associated with the drama highlighted the involvement of actors Byeon Woo Seok and IU, as well as the series’ original soundtrack (OST). Related high-ranking terms included “success,” “pioneer,” and “awkward,” signaling both enthusiasm for the leads and active discussion of the show’s character dynamics.
Following in second place was “Recipe for Love,” which recorded a brand reputation index of 4,585,562. “The Scarecrow” debuted on the list in third place with an index of 4,418,691, reflecting rapid traction for a newer title entering an already crowded primetime schedule.
The remaining top five positions were held by “Our Happy Days,” ranking fourth with an index of 4,189,662, and “Phantom Lawyer,” which placed fifth with a score of 3,651,840. Together, the top five illustrate the mix of romantic comedies and legal or suspense-driven dramas that continues to dominate Korean prime-time and over-the-top (OTT) lineups.
Comprehensive Brand Reputation Rankings
The full list of the 21 dramas analyzed for the May period is as follows:
- Perfect Crown
- Recipe for Love
- The Scarecrow
- Our Happy Days
- Phantom Lawyer
- First Man
- If Wishes Could Kill
- Filing for Love
- Doctor Shin
- Pearl in Red
- Sold Out on You
- Bloodhounds 2
- Yumi’s Cells 3
- We Are All Trying Here
- Climax
- Gold Land
- My Royal Nemesis
- Reverse
- Weak Hero
- Lovely Runner
- Cabbage Your Life
Beyond signaling viewer sentiment, these standings often inform advertising rates, time-slot decisions, and international licensing negotiations, as networks and global platforms calibrate investment and promotion around titles with the strongest brand pull.
Start watching “The Scarecrow” with subtitles on Viki below:
And “Filing for Love” here:
Or binge-watch all of “Phantom Lawyer” here:
And all of “Yumi’s Cells 3” below!
Against the backdrop of South Korea’s broader cultural export strategy, which is supported by national content policies and international co-production agreements, the listed titles are currently in various stages of broadcast and digital distribution across domestic and international platforms, reinforcing the country’s position as a leading global drama producer.
