Netflix’s Latest Sensation Sweeps Brand Reputation Charts, Beating All Weekend Dramas

SBS’s hit Friday-Saturday drama 'Buried Hearts' has claimed the No. 1 spot in the March 2025 K-Drama Brand Reputation Rankings.

Beating out all other major weekend dramas from public broadcasters, cable networks, and general programming channels, the series has solidified its dominance.

According to a report released on March 11 by the Korea Corporate Reputation Research Institute, 'Buried Hearts' topped the rankings with a brand reputation index of 5,770,644. It was followed by 'Undercover High Schoo'l in second place and 'Cinderella Game' in third.

A Decline in Drama Brand Engagement? 📉

The study, which analyzed 18 ongoing dramas, examined a total of 57,472,607 data points. This marks a 44.27% decrease from the 103,134,551 points recorded in February. The findings suggest an overall decline in consumer engagement with dramas.

Specific metrics showed significant drops, including:

🔹 Brand consumption -34.07%

🔹 Brand issue index -50.92%

🔹 Brand communication -52.15%

🔹 Brand diffusion -60.44%

🔹 Brand consumption (secondary metric) -14.49%

The drama brand reputation index is calculated based on various factors such as participation value, communication value, media value, community engagement, and viewership interest. Essentially, it reflects how much people are talking about a particular drama and in what context.

Why 'Buried Hearts' Took the Top Spot

With a participation index of 2,087,780, media index of 721,365, communication index of 738,501, community index of 839,036, and viewership index of 1,383,962, Buried Hearts dominated the rankings. Analysts believe its recent surge in popularity on Netflix’s international platform has significantly boosted its brand value.

Starring Park Hyung-sik and Huh Jun-ho, 'Buried Hearts' is a political thriller centered around the high-stakes world of political slush funds. With its intense storyline and shocking plot twists, the drama has captivated audiences, drawing them deeper into its gripping narrative.

What Are Viewers Saying?

Keyword analysis related to Buried Hearts revealed that the most frequently associated terms were "hacking," "intense," and "shocking." The top keywords tied to the drama included "Park Hyung-sik," "Huh Jun-ho," and "political slush funds," reflecting the show’s suspenseful and high-tension plot.

The drama also received an overwhelmingly positive sentiment rating of 91.94%, indicating a strong approval from viewers.

No. 2 - Undercover High School (Brand reputation index: 5,533,122)

A high-intensity spy action drama set in a high school, this series has stood out for its dynamic action sequences and mysterious storytelling.

No. 3 - Cinderella Game

A drama incorporating elements of a survival reality show, breaking away from the conventional romance genre and bringing something fresh to the table.

Other dramas that made the Top 10 include:

4️⃣ For Eagle Brothers

5️⃣ Melo Movie

6️⃣ The Trauma Code: Heroes on Call

7️⃣ Friendly Rivalry

8️⃣ My Dearest Nemesis

9️⃣ When the Stars Gossip

🔟 The Queen Who Crowns

The Korea Corporate Reputation Research Institute noted, "'Buried Hearts' has captured audience attention with its intense storyline and stellar performances. Its success on Netflix has helped it gain traction among international viewers, further boosting its brand reputation."

With 'Buried Hearts' reigning at No. 1, all eyes are on whether it can maintain its momentum in the coming months.