Korean Drama Ranks #1 as Most Trendy, Outperforming The Trauma Code: Heroes on Call and Squid Game 2

A Korean drama has emerged victorious, beating out fierce competitors to claim the top spot in brand reputation rankings.

The winner is none other than SBS’s Friday-Saturday drama Love Scout, which has captivated audiences and surpassed hits like Netflix’s Squid Game 2 and the highly anticipated historical drama The Queen Who Crowns.

According to the Korea Corporate Reputation Research Institute’s analysis released on February 11, Love Scout ranked No. 1 in the February 2025 drama brand reputation rankings. The analysis, conducted between January 11 and February 11, assessed big data from 17 dramas, totaling 103,134,551 data points. Love Scout topped the list with a brand reputation index of 16,384,706, followed by MBC’s Lady Doir with 14,441,150 and Netflix’s Squid Game 2 with 13,769,526.

The brand reputation index is calculated by analyzing factors such as consumer participation, communication volume, media consumption, community engagement, and viewing value. Love Scout consistently increased its buzz index alongside rising viewership ratings, showcasing its overwhelming brand power.

Love Scout is an office romance that tells the story of Ji-yoon (Han Ji-min), the CEO of a headhunting firm, and Eun-ho (Lee Jun-hyuk), her perfect assistant. Praised for its solid direction and strong performances, the drama has drawn positive feedback from viewers. In the recently aired 11th episode, Ji-yoon’s dramatic decision to step down as CEO to protect her company and staff led to a spike in viewership, peaking at 13.9%.

In the February 2025 drama brand reputation rankings, the top 10 included:

Love Scout (SBS)

Lady Doir (MBC)

Squid Game 2 (Netflix)

Iron Family

The Queen Who Crowns

Trigger

Motel California

Cinderella Game

When The Stars Gossip

The Trauma Code: Heroes on Call

The brand reputation breakdown for Love Scout includes:

Participation Index: 3,630,185

Media Index: 2,947,622

Communication Index: 3,860,933

Community Index: 4,586,717

Viewing Index: 1,359,248

Total Brand Reputation Index: 16,384,706

Following closely, Lady Doir recorded a brand reputation index of 14,441,150, while Squid Game 2 scored 13,769,526.

As the 2025 drama market heats up, with various genres competing for viewers, romance and thrillers remain dominant. The success of Love Scout highlights the enduring power of traditional terrestrial network dramas and is expected to influence upcoming releases and future programming trends.