Start-Up

Seo Dal-mi (Bae Suzy) dreams of becoming a successful entrepreneur and is trying to join Sandbox, a prestigious South Korean startup incubator. There, she met Nam Do-san (Nam Joo-hyuk), a young math prodigy and founder of Samsan Tech, a company that is struggling to get off the ground. Dal-mi is convinced that Do-san is the boy she exchanged letters with as a child, unaware that those letters were actually written by Han Ji-pyeong (Kim Seon-ho) with his grandmother's help.

This secret gradually gives rise to a love triangle as the characters try to get their businesses off the ground. Dal-mi must also confront her sister, Won In-jae (Kang Han-na), who, several years ago, chose a family and career path that runs counter to her own. Amid competitions, investments, setbacks, and technological ambitions, the drama blends entrepreneurship, sibling rivalry, and the pursuit of success.

Impact and Success

Start-Up It stood out in particular for its world centered on entrepreneurship, new technologies, and start-up culture, while still adhering to the conventions of the romantic comedy genre. Its international release on Netflix helped bring widespread recognition to its cast, particularly Kim Seon-ho, in which Han Ji-pyeong has become one of the drama's most talked-about characters.

Its supporting cast—including Kim Hae-sook and the Samsan Tech team, consisting of Kim Do-wan and Yoo Su-bin—also plays a significant role in the story. The series has also spawned Philippine and Thai remakes, demonstrating the concept’s potential for adaptation to other Asian markets.