Branding in Seongsu

Everything you need to know before you hit play.

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Branding in Seongsu

브랜딩 인 성수동 (Beuraending in Seongsu-dong) · 2024 · South Korea

WriterChoi Sun-mi, Jeon Sun-young

DirectorJung Heon-soo

Episodes24 eps · ~33 min each

Where to Watch✅ Viki, Apple TV+

⏱️

Binge Time13h 12m

AiredFeb 5 – Mar 14, 2024

GenreRomantic Thriller · Workplace · Supernatural

Content RatingTV-14

U+ TVVikiVIULeminoApple TV+

Body SwapMarketingRevengeMysteryCorporate IntrigueSoul Switch

One box. Everything you need to decide.

Two swapped souls, a corporate conspiracy, and the mentor hiding behind both.

Kim Ji-eun

Kang Na-eon

Lead

Lomon

So Eun-ho

Lead

Yang Hye-ji

Do Yu-mi

Supporting

Jung Yi-rang

Lee Young-ae

Supporting

Chae Soo-ah

Jenny

Supporting

Jeon Jun-ho

Joo Rex

Supporting

Lee Gwang-hee

Hwang Jae-ha

Supporting

Ahn Yeon-hong

Min Hee-jeong

Supporting

Park Ki-deok

Han Sang-moo

Supporting

Yeon Ji-hyun

Seoul Forest

Supporting

Shin Hyun-soo

Kim Jin-seok

Supporting

Hwang Soo-min

Anchorwoman

Supporting

Spoiler-light recaps — enough to remember where you left off, nothing that ruins the ride.

EP 01

You Are Not My Junior

Feb 5, 2024

Kang Na-eon runs her department by treating conscience as a rounding error, and intern So Eun-ho treats every rounding error like a moral emergency — which is exactly the collision the show needs to set its whole premise in motion. Their first real clash over the XU Beauty pitch isn’t about who’s right so much as who’s willing to pay the cost of being right. Neither of them is built to bend, which is the whole point.

EP 02

Cruelty Free XU Beauty

Feb 5, 2024

Sent to scout a site for XU Beauty, Eun-ho finds the animal-testing lab Na-eon would rather not have looked for, and the discovery does more to define him than any of his idealistic speeches so far. Na-eon’s unease about the company reads less like guilt and more like professional risk management — she already suspected, she just hoped not to have to know.

EP 03

The Price of Success

Feb 6, 2024

Handed real evidence of XU’s cruelty, Na-eon does the one thing Eun-ho didn’t expect: she monetizes it, using the dirt to squeeze better contract terms instead of walking away. It’s a genuinely ugly pragmatism, and the show doesn’t flinch from how effective it is, which makes Eun-ho’s growing disgust with her feel earned rather than righteous.

EP 04

The Kiss

Feb 6, 2024

Eun-ho blows the whistle on XU publicly, torching Na-eon’s career in the process, and the fallout escalates fast — a masked attacker, a kiss neither of them plans, and a soul swap that arrives with zero explanation and total consequences. The show wisely doesn’t dwell on the how; it’s too busy showing what happens next.

EP 05

Na-eon Wakes in Eun-ho’s Body

Feb 7, 2024

Waking up in Eun-ho’s body is less body-swap-comedy premise and more full identity collapse for Na-eon, who now has to survive as an intern in the agency she used to run while her actual body lies comatose. Getting demoted to Team Underdog isn’t just professional humiliation — it’s the story’s way of forcing her to see the agency from the bottom for the first time.

EP 06

The Underdog Team

Feb 8, 2024

Team Underdog treats “Eun-ho” like dead weight after a botched presentation, and Do Yu-mi hands them a leftover project clearly designed to fail. Na-eon, still trapped in Eun-ho’s body, visits her own comatose form and starts connecting the kiss to the swap — the first real clue in a mystery she didn’t know she needed to solve.

EP 07

The Rabbit Mask

Feb 12, 2024

Team Underdog’s silent treatment doesn’t slow Na-eon down so much as clarify her priorities — she’s here to find her attacker, and marketing brilliance is just the tool she has left. Pitching a rebrand for a drag-queen-friendly shoe factory while wearing an intern’s body and reputation is the kind of scene that makes the premise work: her talent doesn’t disappear just because her circumstances collapsed.

EP 08

Underdog’s First Project

Feb 13, 2024

Still inhabiting Eun-ho’s body, Na-eon keeps quietly elevating Team Underdog’s work, and the team starts noticing “Eun-ho” is suddenly, inexplicably good at this. It’s a slow rehabilitation of a reputation that was never really Eun-ho’s failure to begin with — just Na-eon’s talent finding a new, unlikely home.

EP 09

Corporate Intrigue

Feb 14, 2024

The deeper Na-eon digs into agency politics from inside Eun-ho’s body, the less her attack looks like an isolated act of violence and more like a calculated move by someone who benefits from her absence. The mystery widens exactly when the show needs it to, right as the workplace comedy threatens to become the whole story.

EP 10

Rivalry and Ambition

Feb 15, 2024

Do Yu-mi’s ambition curdles into open hostility once “Eun-ho” starts outperforming expectations, and the show uses their rivalry to show how little room this industry leaves for anyone who isn’t actively climbing over someone else. It’s cutthroat by design, not just by Na-eon’s old playbook.

EP 11

The Soul Swap Mystery

Feb 19, 2024

Neither Na-eon nor Eun-ho has cracked the mechanics of their swap, and the shared helplessness does something their working relationship couldn’t — it forces a truce. Solving an impossible problem together chips away at animosity faster than any forced office collaboration ever could.

EP 12

Breakthrough for Underdog

Feb 20, 2024

A genuine breakthrough for Team Underdog gives Na-eon, still wearing Eun-ho’s face, her first real win since losing everything — and it’s a reminder that her talent was never the problem. The recognition shifts the agency’s internal power balance just enough to make her next moves possible.

EP 13

Yu-mi’s Downfall

Feb 21, 2024

Na-eon’s strategic instincts, deployed quietly through Eun-ho’s identity, are sharp enough to topple Do Yu-mi’s position entirely, and the show lets that victory feel less like triumph than inevitability — this is simply what happens when you underestimate her, body or no body.

EP 14

A Glimpse of the Past

Feb 22, 2024

A temporary switch back to their original bodies gives both of them a jarring taste of the lives they used to have, and the brief return does more to clarify what they actually want than months of being stuck in someone else could. Wanting the swap reversed and being ready for it turn out to be two different things.

EP 15

Souls Get Switched Back

Feb 26, 2024

A mysterious text pulls Eun-ho toward Director Han, triggering another switch and dragging both of them closer to the actual architecture of the conspiracy. Na-eon’s realization that Han has been quietly manipulating Do Yu-mi all along turns a workplace rivalry into something with real teeth.

EP 16

Na-eon Becomes the Team Manager

Feb 27, 2024

Promoted to team manager on the strength of a soju rebrand no one expected from her, Na-eon uses the HQ Motors project as cover to investigate Han directly — proof that climbing the ladder and pursuing the truth have become the same project. Team Underdog, meanwhile, inherits a motel rebrand that looks like a punishment and might not be.

EP 17

A Bouquet of White Flowers

Feb 28, 2024

The soul swaps start happening on their own schedule now, unpredictable and disorienting, right as Na-eon discovers Eun-ho has been secretly working with Director Han the entire time. The revelation lands like a betrayal even though neither of them has been fully honest, which is exactly the messy, human complication the show has been building toward.

EP 18

Na-eon’s Past

Feb 29, 2024

Eun-ho finally explains himself: he’s been investigating an incident from five years ago on Han’s behalf, and he gives Na-eon one week to produce answers. The ultimatum reveals a grudge that predates their entire rivalry, rooted in a tragedy involving his girlfriend, Da-eun — suddenly, none of this was ever really about marketing.

EP 19

Bandi Candle

Mar 4, 2024

The five-year-old wound finally has a name: Na-eon unknowingly used a branding idea that belonged to Eun-ho and Da-eun, and the fallout from that theft led directly to Da-eun’s death. It’s not a clean villain reveal — it’s worse, because Na-eon’s guilt is real even though her original intent wasn’t malicious.

EP 20

The Truth

Mar 5, 2024

Do Yu-mi, having overheard enough to weaponize the soul-swap secret, starts circling for an opening, while Na-eon races to close the HQ Motors deal that could finally hand her the evidence she needs against Director Han. Two conspiracies are converging on the same deadline, and the show lets the pressure show.

EP 21

Coexistence

Mar 6, 2024

Uncovering Han’s financial corruption is the turning point that finally puts Na-eon and Eun-ho on the same side without qualification — not reluctant allies anymore, but a genuine team working toward the same reckoning. The show earns this shift by making it about shared purpose, not just softened feelings.

EP 22

The Culprit

Mar 7, 2024

Guilt over blaming Na-eon nearly drives Eun-ho to quit, until her confession changes the terms of their alliance entirely. Together they finally name their actual target: Cha Jeong-woo, the rabbit-masked attacker, working in concert with Chief Min Hee-jeong — a reveal that recontextualizes half the season’s minor antagonists as pieces of a bigger plan.

EP 23

The Mastermind

Mar 11, 2024

The season’s biggest gut-punch lands here: Min Hee-jeong, the mentor Na-eon trusted enough to model her entire career after, is the actual mastermind behind the attack and the corporate conspiracy underneath it. It’s the kind of betrayal that forces Na-eon to reconsider not just her attacker’s identity, but the entire value system she built her success on.

EP 24

The Final Branding

Mar 14, 2024

The finale doesn’t just want Min Hee-jeong exposed — it wants her fully dismantled, murder attempts and all, and it delivers, clearing the way for Na-eon to become CEO of the agency she once nearly lost everything to save. Eun-ho, finally at peace with his grief and his feelings, chooses to leave and settle his own unfinished business before coming back, and the final kiss reads less like a bow on a romance than a promise that both of them get to return as whole people this time.

Full spoilers ahead — everything that happens in the finale and what it all means.

How They Actually Take Down Min Hee-jeong The finale’s plan isn’t a single dramatic confrontation — it’s Team Underdog and Na-eon combining a public branding stunt with hard evidence of murder attempts and corporate sabotage, exposing Min Hee-jeong on every front simultaneously. The show gives its mentor-turned-mastermind the same treatment it gave Director Han: no clean escape, no ambiguity, just methodical, evidence-based dismantling.

The Bandi Candle Tragedy, Fully Explained The real wound under the entire season is smaller and sadder than a corporate conspiracy: five years earlier, Na-eon used a branding concept that actually belonged to Eun-ho and his girlfriend Da-eun, and the professional fallout from that unwitting theft ended in the fire that killed her. Na-eon’s guilt is genuine because her original sin was carelessness, not cruelty — which is exactly why Eun-ho’s anger and his eventual forgiveness both make sense.

Why Min Hee-jeong Was the Real Villain All Along Cha Jeong-woo, the rabbit-masked attacker, was never working alone — he was carrying out orders from Min Hee-jeong, the mentor who shaped Na-eon’s entire ruthless approach to the industry in the first place. That reveal recontextualizes Na-eon’s cutthroat instincts as something she learned from a source that was rotten from the start, which is a harder thing to reckon with than any external betrayal.

What Na-eon Becoming CEO Actually Means Na-eon’s ascent to CEO isn’t a victory lap so much as a chance to prove the empathy she picked up while trapped in Eun-ho’s body and Team Underdog’s world wasn’t a temporary personality — it’s now baked into how she plans to run the agency. The show is careful to frame her win as earned through changed values, not just superior scheming.

So Why Does Eun-ho Leave at the End? Eun-ho choosing to leave the agency right after finally getting the girl is the finale’s smartest instinct: he needs to resolve his grief over Da-eun on his own terms before he can be in a relationship built on something other than unfinished business. The final kiss isn’t the ending — it’s a promise that he’ll come back whole, which is a more honest note for this particular love story than a tidy, immediate happily-ever-after.