After Peaking at 26.9%, K-Drama Sensation That Took Over Korea Returns With Surprise Season 2

Actor Lee Jung-jae’s company Artist Group has officially confirmed the development of Reborn Rich Season 2, reigniting attention for the drama that became a nationwide hit nearly two and a half years ago.

On May 8, Artist Group announced, “We have officially begun planning and development for Reborn Rich Season 2.”

The second season promises an even more expansive storyline set against the backdrop of global business. It will explore themes of success, love, and the lust for power, introducing new characters and fresh plotlines that will distinguish it from Season 1.

The project is being spearheaded by Artist Company, a subsidiary of Artist Group, while production will be handled by Artist Studio. Artist Studio solidified its production capabilities by acquiring RaemongRaein—the company that co-produced Season 1—in 2023.

A representative from Artist Company stated, “We’re crafting this as a strategic content piece aimed at global audiences, and from the early stages, we’re focusing on creating an emotional connection with international viewers.”

Originally aired on JTBC in 2022, Reborn Rich became a massive success, peaking at a nationwide viewership rating of 26.9% (according to Nielsen Korea). It earned widespread acclaim for its fast-paced plot, stellar performances from stars like Song Joong-ki and Lee Sung-min, and its gripping portrayal of chaebol (conglomerate) culture intertwined with Korea’s real economic history.

Set in the 1980s and 1990s, the drama integrated real historical events—including the Chun Doo-hwan and Roh Tae-woo administrations and the IMF crisis—into its narrative. The fictional Sunyang Group was modeled after Samsung, while the patriarch Jin Yang-chul drew inspiration from the late Lee Byung-chul, founder of Samsung. The series intricately depicted succession battles and power struggles within a family-run conglomerate.

The protagonist Jin Do-jun is originally Yoon Hyun-woo, a loyal secretary who manages owner-risk for the group. After being killed, he reincarnates as the youngest grandson of the same chaebol family—living a second life with full knowledge of the future. Jin Yang-chul, the group’s founder and patriarch, remains at the story’s core. Blending themes of economic inequality, generational conflict, and intra-family power dynamics within a fantasy-rebirth narrative, the show resonated widely with viewers.

The drama’s direction, soundtrack, and production quality also earned it high praise. However, the open-ended finale stirred controversy. Many viewers felt the ending—suggesting that the protagonist’s reincarnation was merely a dream or a moral reflection—differed significantly from the original web novel. Critics described it as a classic “strong start, weak finish” drama, pointing to underdeveloped character arcs and narrative inconsistencies.

Still, Reborn Rich left a deep mark on Korean television. Its bold depiction of chaebol life, layered with fantasy elements, created both social impact and broad viewer engagement.

Now, with Season 2 officially in development, all eyes are on whether the drama can once again become a cultural phenomenon.

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