Business Proposal
사내맞선
"If you come any closer, I'm not going to let you go again."
Overview
"Business Proposal" tells the story of Shin Ha-ri (Kim Se-jeong), a resourceful food researcher who agrees to go on a blind date in place of her wealthy best friend, Jin Young-seo (Seol In-a), with the intention of scaring off the suitor. However, her plan backfires spectacularly when the date turns out to be Kang Tae-moo (Ahn Hyo-seop), the new, workaholic CEO of her own company. To avoid more arranged dates set up by his grandfather, Tae-moo impulsively decides he wants to marry his blind date, unaware of her true identity.
What begins as a simple favor spirals into a complex contractual relationship, forcing Ha-ri to juggle two identities: the diligent employee Shin Ha-ri and the fiery, fictitious heiress Shin Geum-hui. As Tae-moo and Ha-ri navigate their fake romance to appease his grandfather, they unexpectedly develop genuine feelings for each other. The series also follows a delightful secondary romance between Jin Young-seo and Tae-moo's loyal chief secretary, Cha Sung-hoon (Kim Min-gue), whose paths cross in a series of charming and humorous encounters.
Core Meaning
At its core, "Business Proposal" explores the idea of finding authenticity and love in the most unexpected and artificial of circumstances. It suggests that genuine connection can blossom even from a foundation of lies and mistaken identities, as long as individuals are willing to be vulnerable and true to their feelings. The series champions the idea that love transcends social status and preconceived notions, emphasizing that one's true worth is found in their character, kindness, and sincerity, rather than wealth or family background. It's a celebration of embracing one's true self and finding happiness by breaking free from societal and familial expectations.
Thematic DNA
Identity and Deception
The central theme revolves around the dual identities Shin Ha-ri must maintain. She is a regular, hardworking food researcher but must perform as a wealthy, dramatic heiress. This deception creates most of the series' comedic and dramatic tension, forcing characters to question what is real and what is an act. The theme evolves as the lines between her real self and her persona blur, and Kang Tae-moo finds himself falling for the genuine personality he glimpses behind the facade. Ultimately, the series posits that true love requires shedding all pretenses.
Love Across Social Classes
A classic K-drama trope, the series highlights the romance between a wealthy CEO (chaebol) and an ordinary employee. The vast difference in their socioeconomic backgrounds creates external conflict, particularly from family members like Tae-moo's grandfather and Young-seo's father, who have specific expectations for their children's partners. The show champions the idea that love can bridge this gap, focusing on personal connection over financial or social standing. Both main couples challenge the class-based prejudices of their families to be together.
Friendship and Loyalty
The unwavering bond between Shin Ha-ri and Jin Young-seo is a cornerstone of the series. Their friendship is the catalyst for the entire plot, built on mutual support and fierce loyalty. They navigate career challenges, family pressures, and romantic entanglements together. Similarly, the bromance between Kang Tae-moo and Cha Sung-hoon is depicted as a deep, familial bond, with Sung-hoon acting as Tae-moo's most trusted confidant and advisor. These relationships provide a strong emotional support system for the main characters.
Work-Life Balance
Initially, Kang Tae-moo is a complete workaholic who sees relationships and blind dates as a waste of time, something to be dealt with as efficiently as a business deal. His journey with Ha-ri forces him to open up to life outside of work and experience personal happiness. The series gently critiques the all-consuming nature of corporate ambition, suggesting that a fulfilling life requires a balance between professional success and personal relationships.
Character Analysis
Kang Tae-moo
Ahn Hyo-seop
Motivation
Initially, his motivation is purely pragmatic: to stop his grandfather from setting him up on endless blind dates so he can focus on work. This shifts as he becomes genuinely intrigued and then falls in love with Ha-ri (in both her personas). His motivation then becomes winning her affection and protecting her from the fallout of their complicated situation, even if it means going against his grandfather's wishes.
Character Arc
Kang Tae-moo begins as a quintessential workaholic CEO: brilliant, handsome, and emotionally detached due to past trauma. His world is orderly and entirely focused on business. His decision to marry his blind date is a business transaction to get his grandfather to stop meddling. Through his fake relationship with Ha-ri, he is forced to engage with emotions and chaos he normally avoids. He evolves from a man who wants to control everything to someone who learns to embrace spontaneity and vulnerability. His love for Ha-ri helps him confront his trauma related to rain and his parents' death, allowing him to become a more empathetic and complete person who prioritizes love over work.
Shin Ha-ri
Kim Se-jeong
Motivation
Her initial motivation is purely financial; she needs the money her friend offers to solve a family problem. This evolves into a desperate need to protect her job and identity once she realizes who Tae-moo is. As she develops feelings for him, her motivation transforms into a genuine desire to be with him, while grappling with the fear and insecurity caused by their different social statuses and the lies that started their relationship.
Character Arc
Shin Ha-ri starts as a bright, slightly clumsy, and financially struggling food researcher with a long-unrequited crush on her friend. She is loyal and resourceful, but also cautious and often puts others' needs before her own. By taking on the persona of "Shin Geum-hui," she taps into a bolder, more assertive side of herself. Her journey is about integrating these two sides of her personality. As she falls for Tae-moo, she grows in confidence, learning to stand up for herself and her feelings, not just to her boss but also to his powerful grandfather. She moves from being a passive participant in her own life to an active agent who chooses her own happiness.
Cha Sung-hoon
Kim Min-gue
Motivation
His primary motivation is to support and protect Kang Tae-moo, whom he considers family. He keeps Tae-moo grounded and acts as his moral compass. When he falls for Young-seo, a new motivation emerges: to build a life with her on their own terms, independent of their powerful families' influence and expectations.
Character Arc
Cha Sung-hoon is introduced as the perfect, loyal, and stoic secretary to Tae-moo. Having grown up in an orphanage sponsored by Tae-moo's family, he feels a deep sense of loyalty and brotherhood. He is principled and initially draws a firm line with Jin Young-seo because of her deceit. His arc is about learning to step out from Tae-moo's shadow and pursue his own happiness. His relationship with Young-seo allows him to open up emotionally, break his own rigid rules, and stand up to external pressures, such as her disapproving father. He learns that his personal happiness is as important as his loyalty.
Jin Young-seo
Seol In-a
Motivation
Her main motivation is to live a life of her own choosing and marry for love, not for business. She is determined to escape her father's influence. After meeting Sung-hoon, her motivation is to win his heart and build a genuine relationship based on mutual affection, free from the constraints of their family backgrounds.
Character Arc
Jin Young-seo is a charismatic and straightforward chaebol daughter who despises the idea of arranged marriages and wants to find true love. She is fiercely independent, which is why she asks Ha-ri to take her place on the blind date. Her arc centers on achieving true independence from her controlling father. She falls for Sung-hoon at first sight and actively pursues him. Her journey involves leaving her father's company to start her own business, proving that she can succeed on her own merits. She moves from rebelling against her father's control to building a life for herself where she is in control.
Symbols & Motifs
Rain
Rain symbolizes Kang Tae-moo's past trauma and emotional vulnerability. His parents died in a car accident on a rainy day, leaving him with a deep-seated fear and aversion to rain.
Whenever it rains, Tae-moo experiences moments of anxiety. However, as his relationship with Ha-ri develops, she becomes a source of comfort for him during these times. Her presence helps him confront and gradually overcome his trauma, turning a symbol of pain into a backdrop for their deepening emotional connection.
Slippers
The slippers, particularly the one Ha-ri accidentally throws at Tae-moo's face early in the series, symbolize the chaotic, unrefined, and authentic parts of her personality that break through her polished "Shin Geum-hui" facade. They represent her true, clumsy self crashing into his orderly, perfect world.
The initial incident with the slipper in the company lobby is a pivotal, humorous moment where Ha-ri's two worlds collide. It's a recurring visual gag that reminds both the audience and Tae-moo of the real Ha-ri, even when she's trying to hide, symbolizing that her true identity cannot be fully concealed.
Food
Food symbolizes connection, comfort, and authenticity. As a food researcher, Ha-ri's passion for her work is a core part of her identity. The meals she develops and shares represent her creativity and genuine care.
Many key moments happen over meals or are related to Ha-ri's job. When Tae-moo praises a product she developed without knowing she was the creator, it validates her true self. Later, he is drawn to her simple, heartfelt cooking, which stands in contrast to the formal, impersonal fine dining of his world, symbolizing his attraction to her genuine nature.
Memorable Quotes
Do you know what my love for you and this card have in common? They both have no limit.
— Kang Tae-moo
Context:
In Episode 9, while on a date, Tae-moo gives Ha-ri a credit card to use. When she marvels at it, he delivers this line with complete sincerity, blending his identity as a rich CEO with his new role as a devoted boyfriend.
Meaning:
This quote perfectly encapsulates Tae-moo's grand, slightly cheesy, and all-in approach to love once he commits. It shows his transformation from a pragmatic businessman to a romantic lead who uses his wealth not to show off, but to express the boundless nature of his affection for Ha-ri.
If you come any closer, I'm never letting you go again.
— Kang Tae-moo
Context:
This line is from the end of Episode 8. After a period of pushing and pulling, Ha-ri realizes her true feelings and rushes to find Tae-moo. He is waiting for her on a bridge, and as she walks towards him, he delivers this powerful line just before they share a passionate kiss.
Meaning:
This is a pivotal turning point in their relationship. The quote signifies Tae-moo's decision to fully commit to his feelings for Ha-ri, moving beyond the confusion and rejection. It's an ultimatum of love, placing the final choice in Ha-ri's hands while making his own intentions unequivocally clear.
I’m going to count to three, so let go. If you don’t, I’m really... really going to cross the line.
— Cha Sung-hoon
Context:
In Episode 6, after a series of near-misses and Sung-hoon's attempts to keep his distance, a drunken Young-seo confronts him outside her apartment. As she holds onto him, he gives her this warning before initiating a passionate kiss, finally crossing the professional and emotional line he had drawn between them.
Meaning:
This quote marks the moment the restrained and rule-bound Sung-hoon finally gives in to his feelings for Young-seo. It's a moment brimming with romantic tension, showing that beneath his calm exterior lies a passionate man who has been fighting his attraction to her. It signifies the official beginning of their romance.
Episode Highlights
Episode 1
This episode sets up the entire premise with hilarious results. Shin Ha-ri, in an over-the-top disguise, goes on a blind date for her friend Jin Young-seo. Her outrageous behavior, designed to scare him off, unexpectedly charms her date, who turns out to be her new CEO, Kang Tae-moo. He shocks her by proposing marriage simply to end his grandfather's incessant matchmaking.
The episode masterfully introduces the central conflict, the main characters' personalities, and the comedic tone of the series. It establishes the high stakes for Ha-ri and Tae-moo's initial, purely transactional, motivation, laying the groundwork for all the chaos and romance to follow.
Episode 4
Ha-ri is forced to juggle her real identity and her fake one in close proximity. She has to prepare for a fake one-year anniversary celebration with Tae-moo to fool his grandfather, while simultaneously trying to avoid being discovered at work. This leads to several close calls and frantic, comedic scrambling.
This episode escalates the tension of Ha-ri's double life and marks the point where the fake relationship starts to feel more real. The preparations for the anniversary force them into intimate scenarios, allowing them to see different sides of each other and planting the first seeds of genuine attraction.
Episode 6
Tae-moo, now aware of his feelings, orchestrates a fake business trip to get Ha-ri to the seaside for a romantic confession. Meanwhile, after a series of comical rejections, Cha Sung-hoon and Jin Young-seo finally give in to their mutual attraction, culminating in a memorable and passionate kiss after Sung-hoon warns her he is about to "cross the line."
This episode is a major turning point for both couples. Tae-moo fully shifts from a fake partner to an active suitor, while Sung-hoon and Young-seo officially begin their much-anticipated romance, solidifying the secondary love story as a fan favorite.
Episode 8
After their accidental kiss, Ha-ri tries to dismiss it as a mistake and continues to reject Tae-moo. However, when she hears he is going on another blind date, she becomes intensely jealous. Realizing her true feelings, she calls him and confesses over the phone before rushing to meet him on a bridge, leading to a romantic and definitive kiss.
This is the climax of the "will-they-won't-they" phase. Ha-ri finally accepts her feelings for Tae-moo, moving their relationship from a one-sided pursuit to a mutual romance. Her confession marks the end of her denial and the true beginning of their love story.
Episode 11
With their relationship now public within the company, Ha-ri faces intense scrutiny and gossip from her colleagues. Tae-moo's grandfather gives her an ultimatum: resign and leave Tae-moo, or be transferred to a remote location. Ha-ri confronts the grandfather, refusing to back down and defending her relationship.
This episode deals with the consequences of their relationship going public. It tests the strength of their bond against external pressures and showcases Ha-ri's growth in confidence as she stands up to the powerful Chairman Kang, proving her love for Tae-moo is genuine and not something she will easily give up.
Philosophical Questions
Can a relationship built on a foundation of lies ever be truly authentic?
The series directly engages with this question. The relationship between Tae-moo and Ha-ri begins with multiple layers of deception: she is pretending to be her friend, and they are pretending to be in a relationship. The show explores how their genuine feelings begin to emerge precisely when their true personalities slip through the cracks of their respective performances. It suggests that authenticity is not about a perfect, honest beginning, but about the willingness to eventually be vulnerable and truthful with one another, suggesting that a true connection can redeem a deceptive start.
To what extent do societal expectations and family background define our choices in love?
"Business Proposal" constantly pits the characters' personal desires against the expectations of their families and society. Tae-moo and Young-seo are both expected to marry partners from similar chaebol families for business purposes. Their rejection of these arranged pairings in favor of partners they genuinely love (who are of a lower social status) serves as the series' central conflict. The show explores how breaking free from these pressures is essential for personal happiness, arguing that true fulfillment comes from choices made from the heart, rather than from conforming to external obligations.
Alternative Interpretations
While largely viewed as a straightforward romantic comedy, some interpretations analyze the series through a more critical lens. One perspective views Shin Ha-ri's initial deception not just as a comedic plot device, but as a commentary on the performative nature of modern dating and professional life, where individuals often curate specific personas to be deemed 'acceptable' or 'desirable'. Her success as the fake 'Shin Geum-hui' could be seen as a critique of how society values a certain type of bold, wealthy woman over a hardworking, ordinary one.
Another interpretation focuses on the power dynamics at play. The relationship begins with a significant imbalance—Tae-moo is Ha-ri's boss, holding immense power over her career and livelihood. While the show portrays their romance as consensual and loving, a critical reading might argue that it romanticizes office relationships with inherent power disparities, potentially downplaying the complexities and ethical issues of such pairings in the real world. Tae-moo's relentless pursuit of Ha-ri after she repeatedly says no could be interpreted as charming persistence within the genre's conventions, or as a problematic disregard for her stated boundaries.
Cultural Impact
"Business Proposal" arrived as a refreshing and lighthearted entry in the romantic-comedy genre, quickly becoming a global hit on Netflix in 2022. It capitalized on the Hallyu (Korean Wave) and the increasing international demand for K-dramas. The series was celebrated for its conscious embrace of classic K-drama tropes—such as the contract relationship, the rich CEO/poor employee dynamic, and disapproving families—but executing them with a fast pace, sharp humor, and a self-aware charm that felt both nostalgic and modern. Critics and audiences praised the crackling chemistry between not only the main leads (Ahn Hyo-seop and Kim Se-jeong) but also the secondary couple (Kim Min-gue and Seol In-a), which is often a key factor in a rom-com's success.
The show's popularity further solidified the trend of webtoon-to-drama adaptations, proving the format's immense commercial viability. Its visual style, which incorporated playful animations mirroring its webtoon origins, was noted as a fun stylistic choice that enhanced its comedic tone. While not a groundbreaking series in terms of plot, its legacy lies in its perfect execution of a familiar formula. It provided a much-needed dose of joyful escapism and set a high bar for future romantic comedies in its ability to balance humor, romance, and character development in a concise 12-episode format, leaving a lasting impression on fans of the genre worldwide.
Audience Reception
"Business Proposal" was overwhelmingly well-received by audiences both domestically and internationally. It was widely praised for being a light, funny, and heartwarming watch that perfectly executed classic romantic-comedy tropes without feeling stale. Viewers particularly lauded the electric chemistry between the two lead couples, with many fans becoming equally, if not more, invested in the secondary romance between Cha Sung-hoon and Jin Young-seo. The fast-paced, 12-episode storyline was frequently cited as a major strength, as it avoided the drag that can sometimes affect longer K-dramas.
The main points of praise focused on the humor, the engaging plot, and the charismatic performances of the main cast. Criticism was minimal and generally pointed out the show's reliance on clichés and its predictable plot. However, most viewers agreed that the show's charm lay in its wholehearted embrace and refreshing execution of these familiar elements. It was often described as a perfect "feel-good" series and a delightful piece of escapism, leading to high ratings and making it one of the most popular K-dramas of 2022.
Interesting Facts
- The series is based on a popular web novel of the same name by HaeHwa, which was later adapted into a webtoon.
- The drama intentionally incorporates webtoon-like animations and sound effects during comedic moments to pay homage to its source material and enhance the lighthearted, tropey feel.
- There are several differences between the webtoon and the drama. For instance, in the webtoon, Shin Ha-ri works in finance, not as a food researcher, and her disguise includes a more dramatic pink wig.
- The on-screen chemistry between the two main couples was so strong that it became a major talking point and a significant factor in the show's popularity.
- Despite its classic K-drama tropes, the series was praised for its fast pacing, with a condensed 12-episode run instead of the more typical 16, which kept the story engaging and light.
- The drama was a commercial success, consistently ranking number one among Monday-Tuesday dramas in Korea during its run and achieving high viewership ratings.
Easter Eggs
Kang Tae-moo is often mockingly compared to an Archaeopteryx by Shin Ha-ri.
This becomes a running gag in the series. After a heated moment, Ha-ri drunkenly says Tae-moo resembles the bird-like dinosaur due to his sharp features and intense vibe. The comparison is so absurd yet specific that it becomes an inside joke between them, humanizing the seemingly perfect CEO.
The drama Ha-ri's parents are watching is titled "Be Strong, Geum-hui."
This is a meta-reference to the fake name Ha-ri uses when pretending to be Tae-moo's girlfriend: Shin Geum-hui. The show-within-a-show often mirrors the dramatic and tropey situations Ha-ri finds herself in, adding a layer of self-aware humor.
⚠️ Spoiler Analysis
Click to reveal detailed analysis with spoilers
Frequently Asked Questions
Explore More About This Movie
Dive deeper into specific aspects of the movie with our detailed analysis pages
Comments (0)
No comments yet. Be the first to share your thoughts!