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Pierce Conran

Lead cast: Ahn Hyo-seop, Chae Won-bin
Latest Nielsen rating: 3.3 per cent
Business Proposal actor Ahn Hyo-seop is riding high following his voice performance in Netflix’s chart-busting animated phenomenon KPop Demon Hunters, but K-drama fans have been deprived of his on-screen presence for three years. That wait has finally come to an end with the rural romantic comedy Sold Out on You.
Alongside Ahn, Chae Won-bin gets her first leading actress credit following her award-winning turn in the acclaimed murder mystery thriller Doubt. She plays the driven home shopping network host Dam Ye-jin, who will stop at nothing to get the job done.


That includes not taking no for an answer, which puts her at odds with Ahn’s Matthew Lee, the young CEO of an innovative cosmetics company who is trying to lie low in the countryside, where he runs a farm that produces rare white-flowered uri mushrooms.
Ye-jin has an extraordinary ability to sell out any product while on air, thanks to her verve and dynamic stunts, which include broadcasting live from a skyscraper’s exterior cleaning platform to demonstrate the performance of all-purpose cleaning gloves.
Ye-jin’s commitment to her work makes it difficult for her to focus on anything else, including her surgeon boyfriend. One evening, when she arrives late to dinner yet again and ponders whether she could sell the knife in her hand instead of listening to her partner’s grievances, he breaks up with her.
While unfazed by the break-up, there is one thing troubling her: a professional trauma that is holding her back in her career.

Ye-jin and her producer friend Uhm Sung-mi (Park Ye-young, Our Unwritten Seoul) launch a new programme, but they are blindsided when, just before going on air, their prime-time slot is suddenly given to a rival with a far lower sales rate.
Despite pressure, Ye-jin refuses to work with cosmetics, the network’s most profitable commodities, owing to an incident earlier in her career.
She appeals to network director Dong Hyun-ki (Shin Dong-mi, A Hundred Memories), who tells her that the only way to get that prime-time slot back is by securing a contract with the cosmetics brand L’Etoile.
Enter L’Etoile executive director Eric Seo, played by Kim Bum, who was last seen in Tale of the Nine Tailed 1938. After years spent living overseas, Eric reluctantly returns to Korea in a bid to sign a contract with Gojeuneok Bio, which produces the white-flowered uri mushrooms.

Matthew is not interested in signing a contract with L’Etoile, but Ye-jin is desperate to secure one. Sensing an opportunity to kill two birds with one stone, Eric tells Ye-jin she can have her deal, provided she helps him secure Gojeuneok Bio’s precious mushrooms.
The second thing Eric will gain from this is more time with Ye-jin, whom he seems to know, although she does not recognise him.
Ye-jin gets herself dressed up, hops into her red convertible and heads to the quaint Deokpung village. Cruising down a narrow path along some fields, her car comes nose-to-nose with Matthew’s tractor. Neither is willing to back up to let the other pass, and a simple problem quickly devolves into a contentious confrontation.
Later, when Ye-jin finds her way – on foot – to the mushroom farm, she is surprised to see Matthew there. However, since she does not yet realise that the farm belongs to him, she makes no effort to control her temper whenever he irritates her.

From The Potato Lab and Brewing Love, we have seen numerous corporate city slickers head to the countryside in recent K-dramas, where they usually meet characters attempting to hide from their own problems back in the city.
These are essentially deconstructed workplace romantic comedies, which swap out offices and computers for fields and trowels, while the typical group of cynical workplace colleagues is replaced by an ensemble of colourful provincial characters – here led by village matriarch Yang Sang-geum (Go Doo-shim, The Atypical Family).
Sold Out on You does not do much that other shows have not already done in the genre. If anything, it feels like it is on autopilot, coasting on borrowed tropes with a narrative that rings a little tone-deaf.
Matthew and Eric – with their conspicuous Western names – are handsome, rich and well-connected executives, while Ye-jin is not the typical gutsy female protagonist trying to carve out her place in the world; she is a successful television figure whom people recognise on the street.

As these three characters converge in the countryside, Deokpung and its residents increasingly feel like a charming backdrop to be used before the story’s leads move on. The question for viewers is whether they will stick around long enough to see that happen.
Sold Out on You is streaming on Netflix.


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Ahn Hyo-seop, of KPop Demon Hunters and Business Proposal fame, returns in Netflix’s rural romcom, Sold Out on You, alongside Chae Won-bin


Ahn Hyo-seop, of KPop Demon Hunters and Business Proposal fame, returns in Netflix’s rural romcom, Sold Out on You, alongside Chae Won-bin.


Netflix K-drama Sold Out on You: Ahn Hyo-seop and Chae Won-bin lead familiar rural romcom

.css-1c6uqr6{color:inherit;font-weight:inherit;font-size:inherit;font-family:inherit;line-height:inherit;overflow-wrap:break-word;}Ahn Hyo-seop, of KPop Demon Hunters and Business Proposal fame, returns in Netflix’s rural romcom, Sold Out on You, alongside Chae Won-bin

Ahn Hyo-seop, of KPop Demon Hunters and Business Proposal fame, returns in Netflix’s rural romcom, Sold Out on You, alongside Chae Won-bin