While many K-dramas strive for gritty realism or complex moral dilemmas, Business Proposal (2022) took the world by storm by doing the exact opposite. It embraced every “cliché” in the book—fake dating, the cold CEO, the accidental encounter—and polished them to a mirror shine.
The result? A 12-episode adrenaline shot of pure dopamine that became a global sensation on Netflix. It remains a “gold standard” for romantic comedies because of its self-awareness, blistering pace, and undeniable charm.
Part 1: The Narrative Setup – A Comedy of Errors
The story follows Shin Ha-ri, a researcher at a food company, who agrees to go on a blind date in place of her chaebol best friend, Jin Young-seo. Her mission: get rejected.
The plan goes hilariously wrong when the date turns out to be Kang Tae-moo, the workaholic CEO of her own company. Tae-moo, tired of his grandfather’s pressure to marry, decides to propose to the next woman he meets—who happens to be Ha-ri in a blonde wig and heavy makeup. What follows is a frantic “double life” scenario where Ha-ri must balance her role as a dedicated employee and her role as Tae-moo’s fake fiancée, “Shin Geum-hui.”
Part 2: Why It’s So Popular – The “Dopamine” Formula
Business Proposal didn’t reinvent the wheel; it just made the wheel spin faster and smoother than ever before.
1. Subverting the “Frustrating” Tropes
Most rom-coms rely on misunderstandings that drag on for episodes. Business Proposal moves at lightning speed. When a secret is revealed, the characters confront it almost immediately. This “fast-pacing” keeps the audience engaged without the typical “middle-episode slump.”
2. Self-Aware Humor
The drama knows it’s a drama. It frequently uses comic-book-style visual effects (a nod to its Webtoon roots) and makes meta-jokes about other K-dramas. This self-awareness makes the clichés feel like a shared joke with the audience rather than lazy writing.
3. The “Second Lead” Syndrome (Fixed)
Often, the second couple is an afterthought. Here, the romance between Cha Sung-hoon (the secretary) and Jin Young-seo (the heiress) was just as popular as the main couple. Their “steamy” and straightforward chemistry provided a perfect contrast to the main couple’s “slow-burn” comedy.
Part 3: Workplace Realism vs. Fantasy
Despite the “CEO fantasy,” the show strikes a chord with office workers worldwide.
- The Food Scientist Angle: Unlike many dramas where the “job” is just a backdrop, Ha-ri’s passion for food research is central. Viewers find her struggles with product launches, corporate hierarchy, and office gossip highly relatable.
- The “Grandfather” Archetype: Chairman Kang is not the typical villainous patriarch. His obsession with soap operas and his genuine desire for his grandson’s happiness adds a layer of warmth to the corporate setting.
Part 4: Key Success Metrics
| Feature | Why it Worked |
| Duration | 12 episodes instead of 16. No “filler” content. |
| Chemistry | Ahn Hyo-seop and Kim Se-jeong’s “Archaeopteryx” joke became a global meme. |
| Visuals | Bright, vibrant cinematography that mimics the feel-good nature of the script. |
Part 5: Life Lessons from the “A-Tae-Moo” Universe
- Authenticity Wins: Tae-moo ultimately falls for Ha-ri not because of her “cool girl” fake persona, but because of her competence and passion for her work. It teaches that being “enough” as you are is the ultimate romantic attractor.
- Friendship First: The bond between Ha-ri and Young-seo is the show’s backbone. They support each other’s careers and love lives without the typical “rivalry” trope found in older dramas.
- The Power of Humor: The series reminds us that life (and love) is often messy and embarrassing—and that being able to laugh at yourself is a superpower.
Final Verdict: The Perfect “Binge”
Business Proposal is the ultimate “comfort drama.” It’s the show you watch when you’ve had a hard day at work and need to believe that everything—from your career to your chaotic love life—will turn out alright. It’s a 10/10 for execution, proving that you don’t need a dark twist to make a story unforgettable.
Fun Fact: The “Archaeopteryx” nickname for the CEO became so popular that it significantly increased searches for the prehistoric bird!
Would you like me to create a comparison between the Business Proposal Webtoon and the Drama, or perhaps a guide to the best food-related moments in the series?
