Cheongdam-dong

Cheongdam-dong is a 2012 South Korean television series, starring Moon Geun-young, Park Si-hoo, So Yi-hyun and Kim Ji-seok. The series tell the story of a young woman's "journey" to Cheongdam-dong ― one of the wealthiest areas in southern Seoul ― by seducing a second-generation chaebol into marriage. It aired on SBS from December 1, 2012 to January 27, 2013 on Saturdays and Sundays at 21:55 for 16 episodes.

Plot

Han Se-kyung (Moon Geun-young) believed in l'effort est ma force, meaning "hard work is my strength." The aspiring fashion designer couldn't afford to study overseas, but won many local design contests and mastered French on her own.

She slowly begins to lose her positive outlook toward the world when her father's small bakery closes down after losing customers to larger retailers. Se-kyung's boyfriend of six years (Namkoong Min), who has to pay his sick mother's medical bills, runs away with her savings.

After much struggling, Se-kyung finally lands a job as a designer at GN Fashion, an apparel company in ritzy, image-conscious Cheongdam-dong (a small, insular, and particularly posh neighborhood in Seoul's Gangnam District). She is stunned to find out, however, that her actual job is being a personal assistant to the president's wife ― who turns out to be her high school classmate and rival Seo Yoon-joo (So Yi-hyun).

Her "official" boss In-hwa (Kim Yoo-ri) is the president's younger sister, at 29 only two years older than Se-kyung, who became the youngest person to be appointed to her position. "What sucks is your taste, not your resume," In-hwa bluntly tells Se-kyung. "Taste is an accumulation of what you see and think, as well as the kind of things you are exposed to, from the moment that you were born."

What she says completely shatters Se-kyung's life philosophy rooted in hard work and consistent effort. Upon this despairing realization, Se-kyung changes her life's course. Seeing how Yoon-joo's life has changed compared to her own, Se-kyung decides to do exactly the same thing: marry a rich man. She enlists Yoon-joo's help and embarks on the project to become a "Cheongdam-dong daughter in-law," a term referring to stylish young married women of the upper crust living in that wealthy neighborhood. Her bitter disillusionment leads her to seduce Jean Thierry Cha (Park Si-hoo), the youngest CEO in the luxury-brand industry. Cha, whose real name is Cha Seung-jo, harbors a petty side and is determined to get back at the people who have hurt him in the past. And despite his line of business, he feels a strong hatred towards women who marry for money and are obsessed with designer labels. Seung-jo falls for the genuine, idealistic Se-kyung, but not knowing this, she gives up being the person she wanted to be, and decides to live like those she once despised.

The title is a word play on Alice in Wonderland, referring to the heroine's fish-out-of-water status in said neighborhood, as she navigates the strange new world of designer clothes, gossip and consumerism, and learns the meaning of real love and happiness.

Main Cast

Moon Geun-young - Han Se-kyung

Han Se-kyung is an optimistic girl living her life with the belief that "hard work is my strength." After countless job interviews, she finally gets hired by an apparel company. But not as a designer; instead, she becomes an errand girl for the president's wife. This makes her rethink her past and makes her determined to change her future.

Park Si-hoo - Cha Seung-jo / Jean Thierry Cha

The Korean president of Artemis, a famous luxury brand. Although he was born into a rich family, he is estranged from his father and built his company based on his own hard work. He says he will never trust women again after getting hurt by his first love Yoon-Joo; but actually, he desires true love more than anybody else.

So Yi-hyun - Seo Yoon-joo

Ever since she was a young girl, Seo Yoon-joo had wanted to enter Cheongdam-dong. After using several methods, she finally becomes a "Cheongdam-dong daughter-in-law." She was once Han Se-kyung's rival in high school, and used to be jealous of her. She is Seung-jo's first love.

Kim Ji-seok - Tommy Hong

A famous Korean designer, who moonlights as a matchmaker for upper crust families. At first, he schemes against Han Se-kyung for ruining his plans for an arranged marriage between Cha Seung-jo and Shin In-hwa. But later he admires her tenacity and helps her.

Han Jin-hee - Cha Il-nam

Cha Seung-jo's father, and president of Royal Department Store. He is estranged from his son and tries to reconcile with him.^[

Kim Seung-soo - Shin Min-hyuk

Seo Yoon-joo's husband and president of GN Fashion.

Kim Yoo-ri - Shin In-hwa

Shin Min-hyuk's younger sister. She is the youngest to become the leader of the team of designers at GN Fashion, and is Han Se-kyung's boss. In-hwa has beauty, talent, a strong personality, and an excellent background, and her pride is piqued when Cha Seung-jo chooses Se-kyung over her, so she tries to undermine their relationship.

Rating

Loosely based on the chick lit novel Cheongdam-dong Audrey by Lee Hye-kyung, the series is written by Kim Ji-woon and Kim Jin-hee, who also wrote historical dramas Queen Seondeok (MBC, 2009) and Deep Rooted Tree (SBS, 2012) The writers wanted portray the splendor and vanity of the so-called "Beverly Hills of Seoul" realistically, saying, "We will question the terms of endearment through the youths living the life of dreams. We hope the viewers will ask themselves: Is wealth everything we need? Are we happy now?"

Production

According to AGB Nielsen Media Research, the first two episodes received a nationwide viewership rating of 8.6 percent, both of which were behind its rival May Queen on MBC, while KBS's The King's Dream did not air due to actors exiting because of injuries. The ratings for the third episode rose to double digits of 10.6% but ranked third for the timeslot. However, for the fifth episode, the series overtook The King's Dream and was ranked second for its timeslot, and for the ninth and tenth episodes it was ranked first ahead of MBC's new drama A Hundred Year Legacy.

The series finale recorded its highest ratings with a viewership of 16.6 percent nationwide, and an average of 18.6 percent in the Seoul National Capital Area.

International Broadcasting

Vietnam - SNTV SCTV6 (November 24, 2013)