Why Fashion Startups Are K-Drama's New Workplace Obsession

A fashion startup CEO falls for his new hire, who's already crushing on the company's executive director. It sounds like a recipe for workplace chaos, but tvN's upcoming rom-com "Favorite Employee" (working title) might be tapping into something bigger than just another love triangle.

Kang Hoon, fresh from his intense role in "Hunter With a Scalpel," will play the startup founder, while Kim Hye-joon from "Cashero" takes on the role of the enthusiastic new employee. The show is set to air in the latter half of 2026, adding to tvN's growing roster of workplace comedies.

The Fashion Startup Formula

Why fashion? Why startups? Korean dramas have been quietly shifting away from the traditional chaebol offices and hospital corridors that dominated the 2010s. Instead, they're embracing the entrepreneurial energy that's reshaping Seoul's business landscape.

This isn't just creative license. South Korea's startup ecosystem has exploded, with fashion and beauty ventures leading the charge. Platforms like Musinsa and 29CM have shown that homegrown fashion brands can compete globally. For drama writers, this world offers visual richness—think runway shows, design studios, and the kind of creative chaos that makes for compelling television.

The choice also reflects changing career aspirations. Where previous generations might have dreamed of Samsung or LG corner offices, today's 20-somethings are more likely to fantasize about launching their own brands or joining scrappy teams that could become the next big thing.

Beyond the Romance Tropes

What makes this trend interesting isn't just the setting—it's what these workplaces represent. Fashion startups in K-dramas typically showcase flat hierarchies, creative freedom, and the kind of work-life integration that feels aspirational rather than exploitative.

Kim Hye-joon's character crushing on the executive director while working for the CEO creates the classic love triangle, but the startup environment allows for more dynamic power structures. Unlike traditional office dramas where hierarchy is rigid, startup settings let characters challenge authority and pursue their own visions.

The timing is also significant. As Korean entertainment continues its global expansion, shows featuring entrepreneurial characters resonate with international audiences who see similar startup cultures in their own countries.

The Global Appeal Factor

For international viewers, Korean startup culture offers a fascinating blend of traditional work ethic and Silicon Valley-inspired innovation. Fashion startups, in particular, provide a window into how Korean creativity is conquering global markets—from K-beauty to K-fashion.

This cultural export isn't accidental. As Korean soft power grows, dramas featuring modern, globally-minded workplaces help international audiences connect with contemporary Korean life beyond the historical palaces and family dramas that initially drew them in.