'100일의 거짓말' Tops November Drama Brand Reputation Rankings

tvN's weekend drama '100일의 거짓말' (100 Days of Lies), a spy romance set in 1930s Gyeongseong (today's Seoul), has taken first place in the November drama brand reputation rankings. The Korea Business Reputation Research Institute, a local research body that analyzes online big data, placed it far ahead of its rivals.

A Dominant Showing in the Data

The institute analyzed 46,981,722 brand data points across 21 dramas aired from October 12 to November 12. '100일의 거짓말' scored a brand reputation index of 9,225,025, even as overall drama data fell 7.79 percent from the previous month. Its sub-indexes were strong across the board: participation at 2,673,012, media at 1,722,612, communication at 1,931,358, community at 1,773,574 and viewership at 1,124,469.

The runners-up trailed by a wide margin. '사랑이 온다' (Love Is Coming) took second place with 4,057,161, followed by '재혼황후' (The Remarried Empress) at 3,761,860. '나의 유죄인간' and '닥터X : 하얀 마피아의 시대' ranked fourth and fifth.

Link analysis of the data surfaced keywords such as 'tense,' 'immersive' and 'breakthrough,' with leads Kim Yoo-jung, Kim Hyun-joo and Park Jin-young among the top related terms. The story follows Lee Ga-gyeong (Kim Yoo-jung), a former pickpocket who strikes a secret deal with independence fighters and infiltrates the Japanese colonial government as an informant. There she meets Kim Tae-woong (Park Jin-young), an interpreter for the government who goes by the Japanese name Sato Hideo. Their romance unfolds while both hide their true identities.

Why It Matters

A cable channel period drama beating the competition in an era dominated by terrestrial broadcasters and streaming platforms suggests that production quality still drives market share. As the series heads into its middle stretch, attention now turns to whether it can hold this lead through the second half of the year.

Read the original article in Korean: K trendy NEWS