JTBC’s workplace romance Love Scout featuring Lee Joon Hyuk continues its ratings dominance with 11% viewership, overcoming Lunar New Year schedule shifts.
Star Lee Joon Hyuk claims #1 in brand reputation, cementing his star status. The Love Scout drama’s success highlights the demand for office romance K-dramas with slow-burn chemistry, a niche Love Scout masterfully fills.
Love Scout Drama Ratings Resilience Amid Schedule Shifts
JTBC’s Love Scout, starring Han Ji Min and Lee Joon Hyuk, has solidified its position as 2025’s first ratings powerhouse, maintaining a double-digit streak with 11% viewership for its 10th and 11th episodes.
The workplace romance, centered on corporate headhunters navigating office politics and slow-burn chemistry, faced a programming hurdle during Lunar New Year. Producers shifted its usual Friday-Saturday slot to accommodate holiday specials, sparking heated fan debates about potential narrative disruptions.
Viewers flooded social media with concerns, but the drama’s team reassured fans by releasing behind-the-scenes footage of Lee Joon Hyuk’s character, Kang Seo Jun, and Han Ji Min’s Hong Na Rae resolving a cliffhanger office confrontation.
The strategic move paid off: Episode 10 scored 10.8% nationwide (Nielsen Korea), while Episode 11 climbed to 11.2%, outperforming competitors like MBC’s Red Swan (6.1%) and tvN’s Marry My Husband (8.9%). Industry analysts credit the show’s tight scripting and the leads’ evolving dynamic, particularly a viral “elevator confession” scene that trended for 48 hours on X (formerly Twitter).
Lee Joon Hyuk: From Screen Dominance to Brand Power
The drama’s success has catapulted Lee Joon Hyuk to the apex of the Korean Actor Brand Reputation rankings for January 2025, dethroning Squid Game stars and K-pop idols. The Korea Corporate Reputation Research Institute cited his 23.4% surge in media buzz, linking it to Love Scout’s emotional depth and his chemistry with Han Ji Min. Notably, his character’s blend of sharp professionalism and hidden vulnerability resonated with viewers aged 20-49, spiking product placement inquiries for his fashion and tech props by 78%.
Lee’s ascent contrasts with his earlier noir-driven roles (Dark Hole, Stranger), proving his versatility in romance genres. During a press conference, he credited the script’s balance of “corporate realism and heartfelt moments” for his performance. With Love Scout nearing its finale, industry insiders report a flood of offers for his next project, including a potential Netflix thriller reunion with Stranger co-star Shin Hae Sun.
JTBC has greenlit two special behind-the-scenes episodes airing February 14–15, capitalizing on Valentine’s Day buzz. As Love Scout heads toward its climax, all eyes remain on whether it can sustain its momentum and breach the 15% ratings threshold—a feat rare for non-historical K-dramas in recent years.