New employee Chairman Kang: High viewer ratings and complete victory i…
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New employee Chairman Kang: High viewer ratings and complete victory in IP business
Written on: June 22, 2026 | Column by current affairs critic specializing in IT/media
A huge storm is brewing that will shake up the landscape of home theaters. JTBC's Saturday-Sunday drama 'New Employee Chairman Kang' is not just a hot topic, it is enjoying explosive popularity with viewership ratings exceeding 9%, and is reigning as the absolute powerhouse of weekend nights. This work goes beyond the meaning of simply creating an interesting drama, and serves as a textbook example of how the huge IP ecosystem connected to original web novels and webtoons creates synergy. What is it that makes the public so enthusiastic, and how is the narrative beyond the screen changing the actual industrial landscape?
The drama's narrative is approaching its climax. The scene in the play where Kang Bang-geul (played by Lee Joo-myeong) visits his half-brother Kang Jae-seong (played by Jin-goo) who is imprisoned in a detention center is a key point to watch in this 8th episode. Meanwhile, Kang Jae-seong, as the president of Choi Seong Products, was at the center of conflict, completely alienating his half-brother Kang Bang-geul and his mother. However, his downfall due to charges of kidnapping and blackmailing Kang Jae-kyung (played by Jeon Hye-jin) paradoxically heralds a new phase in their relationship. Kang Jae-seong, who appears in a gaunt appearance, and Kang Bang-geul's determined eyes facing him are maximizing viewers' curiosity as to how the long-festering bad relationship within the Choi Seong family will come to an end.
The psychological changes of the characters are also a decisive factor in increasing immersion in the play. In particular, the process of Kang Jae-kyung, who experienced the bitter taste of defeat, turning into a more bitter person and vowing revenge, further heightened the tension of the play. On the other hand, Hwang Jun-hyeon (Lee Jun-young), who possesses the soul of Chairman Kang Yong-ho, completely took over the initiative, neutralizing Kang Jae-kyung's plans time and time again. The elaborate battle of wits between these characters makes viewers unable to predict the next development in each episode. The process of those at the top of power falling and new figures taking their place metaphorically reflects the harsh management scene of modern society and evokes deep sympathy.
The success of this drama is not simply due to the passionate performances of the actors. The explosive popularity of the drama led to a strange phenomenon in which the number of views of the original webtoon soared by a whopping 43 times. This is a case that perfectly demonstrates the 'IP virtuous cycle structure' in which video content does not simply reproduce the original work, but maximizes the vitality of the original work. Dramas produced based on already proven narratives have an advantage in securing early viewers, and the new fandom brought in through the dramas shows a virtuous cycle pattern of going deeper into the worldview of the original work. This phenomenon once again confirms the powerful influence of original IP in the content market.
From an industrial perspective, the success of ‘New Employee Chairman Kang’ has significant implications. Broadcasting and film industry officials note that trial and error in the planning stage is greatly reduced when using existing IP. This is because if you start production with a solid fandom and narrative already secured, you can not only reduce costs but also efficiently shorten the production period. In fact, this project is evaluated as a very successful model in terms of management efficiency that improves the quality of work while managing risk factors. This is a representative example of how powerful content can be when creative storytelling and business efficiency are combined.
■ Conclusion and analysis outlook
In the end, ‘New Employee Chairman Kang’ is a work that combines a solid narrative, the actors’ in-depth acting, and strategic use of IP. Attention is being paid to what game plan Kang Bang-geul will use in the tense situation of being alone at the detention center, and how Kang Jae-kyung, who has collapsed, will try to fight back. The thrilling catharsis that dramas provide will continue in the future, and this successful content model will become a new standard for the domestic entertainment industry in the future. It is also an interesting observation point of our time to see how far this drama, which is shaking up the webtoon and web novel markets beyond the home theater, will continue.
* This post is a commentary by PlayBBS that analyzed real-time Google Trends popular search terms and related major articles.
- 下一篇文章From the peak of power to the abyss, the beginning of revenge launched by ‘new employee Chairman Kang’ 26.06.22
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