Start-Up K-Drama Review: Why This 2020 Series Still Inspires Entrepreneurs
Reading time: 9 minutes
In the dynamic world of Korean dramas, Start-Up (스타트업) stands out as a unique blend of tech innovation, entrepreneurial spirit, and heartfelt romance. This 2020 tvN series captured audiences worldwide with its inspiring story of young dreamers navigating the challenging world of startups while discovering love and themselves in the process. Created by screenwriter Park Hye-ryun and director Oh Choong-hwan, Start-Up offers more than just entertainment—it provides a genuine look into the struggles and triumphs of building a business from the ground up.
Start-Up At A Glance
Broadcast Details
Network: tvN
Episodes: 16
Aired: October 17 – December 6, 2020
Director: Oh Choong-hwan
Writer: Park Hye-ryun
Main Cast
Bae Suzy as Seo Dal-mi
Nam Joo-hyuk as Nam Do-san
Kim Seon-ho as Han Ji-pyeong
Kang Han-na as Won In-jae
Unique Features
Realistic startup ecosystem
Sandbox tech incubator setting
Entrepreneurship challenges
Love triangle with emotional depth
The Plot: Dreams, Ambition, and Complicated Relationships
Start-Up follows the journey of Seo Dal-mi (Bae Suzy), an ambitious young woman with big dreams of becoming Korea’s Steve Jobs. Despite her lack of formal education and resources, Dal-mi’s determination drives her to enter the competitive world of tech startups. Her path crosses with Nam Do-san (Nam Joo-hyuk), the founder of Samsan Tech, a struggling AI company, and Han Ji-pyeong (Kim Seon-ho), a successful venture capitalist known as the “Good Boy” of Sandbox startup incubator.
The drama’s central conflict arises from a case of mistaken identity that began in the characters’ youth. Dal-mi mistakenly believes Do-san is her first love from childhood, when in reality, it was Ji-pyeong who wrote her the heartfelt letters that inspired her dreams. This love triangle forms the emotional core of the series, creating tension both in business and romance.
Why Start-Up Resonates With Global Audiences
Start-Up struck a chord with viewers worldwide for several reasons. First, it presents a realistic portrayal of the startup ecosystem, from securing funding to dealing with failure. According to tech industry analysts, the drama accurately depicts the challenges faced by entrepreneurs, making it relatable to anyone in the business world.
Second, the characters are well-developed and multidimensional. Dal-mi represents the passionate dreamer with relentless drive, Do-san embodies the brilliant but socially awkward tech genius, and Ji-pyeong portrays the successful but emotionally guarded investor. Their personal growth throughout the series provides compelling character arcs that keep viewers invested in their journeys.
Finally, the series balances its business narrative with heartfelt emotional moments. The family dynamics, particularly the relationship between Dal-mi and her grandmother, add depth to the story and prevent it from becoming just another business drama.
Main Characters: Ambitious Dreamers and Tech Visionaries
Seo Dal-mi (Bae Suzy)
An ambitious dreamer working temporary jobs while aspiring to launch her own startup. Despite her lack of formal education or family support, Dal-mi possesses exceptional pitching skills, determination, and business intuition. Her character represents the underdog who refuses to give up on her dreams, making her incredibly relatable to viewers.
Nam Do-san (Nam Joo-hyuk)
The founder of Samsan Tech, a struggling AI company. A math genius who dropped out of MIT, Do-san is technically brilliant but lacks social skills and business acumen. His journey from an insecure developer to a confident CEO forms one of the drama’s most satisfying character arcs.
Han Ji-pyeong (Kim Seon-ho)
A successful venture capitalist known as the “Good Boy” of Sandbox. Despite his tough exterior, Ji-pyeong has a compassionate side rooted in his gratitude toward Dal-mi’s grandmother, who helped him in his youth. His character became a fan favorite, sparking the infamous “Second Lead Syndrome” among viewers.
Won In-jae (Kang Han-na)
Dal-mi’s estranged sister who becomes both a rival and eventual ally. Initially presented as the privileged, successful sister, In-jae’s character reveals layers of complexity as her own struggles and motivations come to light throughout the series.
Realistic Portrayal of Startup Culture
One of Start-Up’s greatest strengths is its authentic depiction of the tech startup world. The drama consulted with real entrepreneurs and venture capitalists to ensure accuracy in its portrayal of business challenges. From pitching to investors and dealing with copycats to managing team dynamics and navigating failure, the series presents a comprehensive look at what it takes to build a successful company.
The Sandbox incubator setting is based on real Korean startup accelerators, providing a realistic backdrop for the characters’ journeys. The drama doesn’t shy away from showing the harsh realities of entrepreneurship—the financial struggles, the sleepless nights, and the emotional toll of putting everything on the line for a dream.
According to business publications, Start-Up actually inspired a new wave of entrepreneurship in South Korea, with many young people pursuing startup ideas after watching the series. This real-world impact demonstrates the power of the drama’s motivational message.
The Love Triangle That Divided Viewers
Start-Up featured one of the most discussed love triangles in recent K-drama history, sparking passionate debates among viewers. Team Do-san rooted for the male lead who grew alongside Dal-mi, while Team Ji-pyeong supported the second lead who had history and emotional depth with the heroine.
This division became known as the “Second Lead Syndrome” phenomenon, where viewers emotionally invest in the character who doesn’t ultimately get the girl. Kim Seon-ho’s portrayal of Han Ji-pyeong was so compelling that many fans argued the drama should have ended differently, creating extensive online discussions and fan theories.
The love triangle wasn’t just romantic—it represented different approaches to business and life. Do-san embodied innovation and risk-taking, while Ji-pyeong represented stability and practical wisdom. This added layers to the romantic conflict, making it about more than just heart versus history.
Cultural Impact and Business Inspiration
Beyond its entertainment value, Start-Up had significant cultural impact. The drama popularized startup culture in South Korea, making entrepreneurship more accessible and appealing to younger generations. Business schools and startup incubators reported increased interest following the drama’s airing, with many citing it as inspiration.
The series also highlighted South Korea’s growing tech industry, showcasing innovations in artificial intelligence, self-driving cars, and other cutting-edge technologies. This positive portrayal helped boost the image of Korean tech companies internationally.
Start-Up’s influence extended to business terminology as well, with phrases like “pitching,” “venture capital,” and “incubator” entering mainstream conversation. The drama made business concepts accessible to general audiences, demystifying the startup world for viewers who might not have been familiar with it previously.
Where to Watch Start-Up
As of 2025, Start-Up is available on several streaming platforms globally. International viewers can watch it on Netflix, which has made Korean dramas more accessible worldwide. The availability may vary by region, so check your local streaming services.
For those interested in behind-the-scenes content and interviews with the cast, the official YouTube channel of tvN offers numerous special features and making-of documentaries that provide deeper insight into the production process.
Similar Dramas You Might Enjoy
If you enjoyed Start-Up, you might want to check out these similar dramas on our website:
- Record of Youth – Another drama about young people pursuing their dreams, focusing on the modeling industry.
- Itaewon Class – A story of revenge and entrepreneurship in the restaurant industry.
- Search: WWW – A drama about powerful women in the tech industry dealing with business and romance.
- My Mister – Though not about startups, this drama explores similar themes of struggle, resilience, and human connection.
Conclusion: The Lasting Appeal of Start-Up
Five years after its initial release, Start-Up remains relevant and inspiring to viewers worldwide. Its blend of business drama, romantic tension, and character development creates a compelling narrative that resonates with entrepreneurs and dreamers alike. The series successfully balances entertainment with education, offering insights into the startup world while telling an emotionally engaging story.
Start-Up’s greatest strength lies in its characters—flawed, relatable individuals who grow and evolve throughout the series. Their journeys of self-discovery, both personally and professionally, inspire viewers to pursue their own dreams despite obstacles and setbacks.
Whether you’re interested in tech startups, enjoy romantic dramas, or simply appreciate well-crafted storytelling, Start-Up offers something for everyone. Its message of perseverance, innovation, and following your passion continues to inspire new generations of viewers and entrepreneurs around the world.
Frequently Asked Questions About Start-Up
Is Start-Up based on a true story?
No, Start-Up is not based on a specific true story, but it incorporates many real elements of startup culture and entrepreneurship. The writers conducted extensive research and consulted with business professionals to ensure authenticity in depicting the tech startup ecosystem.
What is Sandbox in Start-Up?
Sandbox is a fictional startup incubator in the drama, modeled after real startup accelerators like South Korea’s DreamPlus or America’s Y Combinator. It provides funding, mentorship, and resources to promising startups in exchange for equity.
Why did Start-Up cause “Second Lead Syndrome”?
Start-Up caused widespread “Second Lead Syndrome” because Kim Seon-ho’s character, Han Ji-pyeong, was exceptionally well-written and performed. His emotional backstory, chemistry with the female lead, and character development made many viewers root for him despite the narrative favoring the male lead.
Did Start-Up accurately portray startup culture?
Yes, Start-Up is generally praised for its accurate portrayal of startup culture, particularly in the Korean context. The drama consulted with real entrepreneurs and investors to ensure realistic depiction of pitching to investors, team dynamics, product development, and the emotional rollercoaster of building a company.
Have you watched Start-Up? Which team were you on? Share your thoughts in the comments below, and don’t forget to check out our other K-Drama reviews for more recommendations!
