Short drama ‘In The Name Of Beauty’ hits 300 million views: why K-drama grammar is moving to short form
The short drama ‘In The Name Of Beauty’ passed 300 million cumulative global views on TikTok just 12 days after release. The project, the first planned and produced by Chunggeum, follows a new employee who dreams of joining a K-beauty company and moves through growth, competition, friendship, and romance in short episodes. The number is striking, but the more important point is how K-drama-style emotion has been adapted to vertical short-form viewing.
Key summary
- ‘In The Name Of Beauty’ is a short drama released exclusively on TikTok on July 30.
- According to the producer, it passed 100 million views in six days and 300 million views in 12 days.
- Son Ju-yeon, Lee Jin-hyuk, Kim Sa-hee, and Park Hee-jung appear, with an overseas creator also taking a major role.
- It is an example of K-beauty and office romantic comedy being reshaped for a short, global platform format.
Confirmed facts
| Item | Detail | Reading point |
|---|---|---|
| Platform | Exclusive TikTok release | The format is designed for quick, sequential mobile viewing. |
| Views | 300 million global cumulative views in 12 days | The number shows the speed at which Korean short dramas can spread. |
| Theme | A K-beauty company and a new employee’s growth story | Beauty, work, and romance create an easy entry point for global viewers. |
| Creative direction | Emphasis on relationships and emotion rather than only fast shock value | The strategy appears to keep drama-like narrative inside a short format. |
Why it stands out
Short-form drama is different from watching a full season from beginning to end. Each scene needs immediate pull, conflict that encourages the next episode, and settings that can be understood instantly on a phone screen. ‘In The Name Of Beauty’ lowers the entry barrier by pairing the familiar industry keyword of K-beauty with workplace growth and romance. It is noteworthy because Korean drama production is not only moving through TV and streaming platforms, but also experimenting with smaller, faster grammar tailored to each platform.
What to watch next
- Check whether the view count turns into followers, a follow-up season, or brand partnerships.
- Watch whether fast short-form editing can still preserve character arcs and emotional continuity.
- See whether K-beauty becomes more than a one-time curiosity and leads to continued viewing abroad.
- Follow how Korean producers test different drama formats across TikTok, Reels, and Shorts.
Search keywords
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- K-beauty office romance short form