“Insane Immersion”: This 19+ Korean Drama Sweeps the Charts from Day One!

With a 19+ rating, the intense academic thriller 'Friendly Rivalry' is off to a fiery start, captivating viewers from day one.

Premiered on the 10th, the drama shot to the top of U+Mobile TV and U+TV Original Drama charts, securing the highest number of first-day views. It also set records for the largest number of total and new viewers among all U+TV Originals, achieving a rare triple crown.

Produced by STUDIO X+U, 'Friendly Rivalry' is a mystery-laden girls’ thriller set in Chaehwa Girls’ High School, an elite institution for Korea’s academic top 1%. The series stars Lee Hye-ri, Chung Su-bin, Kang Hye-won, and Oh Woo-ri, with Kim Tae-hee directing and co-writing the script alongside Min Ye-ji.

The story centers around Woo Seul-gi (Chung Su-bin), a transfer student whose father—once a key figure in Korea’s college entrance exam committee—died under suspicious circumstances. As she navigates the school’s ruthless academic hierarchy, the drama unravels a chilling web of ambition and secrecy among its students.

Episode 3, which aired on the 12th, sent shockwaves through viewers by revealing the hidden past of Yoo Jae-yi (Lee Hye-ri), the school’s top student and everyone’s role model. Previously, she had shown an unusual fixation on Seul-gi, raising questions about her true intentions. The latest episode unveiled Jae-yi’s past as a free-spirited girl with a skateboard, haunted by something deeper. Her interactions with her father, Yoo Tae-jun (Kim Tae-hoon), piqued further curiosity.

A stark contrast to her present-day polished image, Jae-yi was seen in church, first sitting blankly, then praying fervently in a bold outfit. Another scene depicted her in a nightclub, sporting pink hair and an armored outfit, exuding an intense, almost intimidating presence. These glimpses into her past have left viewers hungry for more, eager to uncover the truth behind her transformation.

Fans who attended the pre-release screening raved about the drama, calling it "a game-changer for academic thrillers," "an immersive, nerve-wracking experience," and "a masterpiece of gripping tension and stellar acting."

Even after its official release, 'Friendly Rivalry' continues to generate buzz, with viewers praising it as "an unprecedented take on the genre," "a rollercoaster of thrill and anticipation," and "so intense it’s impossible to look away." Many were particularly drawn to Lee Hye-ri’s performance, with comments like "I’ve never seen her this cold and commanding—absolute brilliance."

To celebrate its launch, STUDIO X+U is offering free access to Episodes 1 and 2 until the 28th, with viewers receiving an automatic coupon for Episode 3 upon watching. Additional fan engagement events, including a photo zone challenge and viewing certification giveaways, are also in the works. Details can be found on STUDIO X+U’s official Instagram.

'Friendly Rivalry' drops new episodes every Monday through Thursday at midnight on U+TV UPlay and U+Mobile TV, promising to keep audiences hooked with its complex characters, intricate emotions, and an ever-tightening web of secrets.'