Reborn Rich (2022)

빙의 (spirit possession)? 시간여행 (time travel)? Or 환생 (reincarnation)?

That’s the question Yoon Hyun-woo—“reborn” as the youngest heir of Korea’s most powerful conglomerate—asks himself in 재벌집 막내아들 (2022, literally The Chaebol House’s Youngest Son). The drama’s English title, Reborn Rich, captures the essence of its gripping premise: a revenge story in which a man is reborn as 재벌 3세—the grandson of the very family that betrayed and discarded him in his former life. The Korean phrase 빙의 (bing-ui)—often translated as “spirit possession”—is even used in the show to describe the surreal experience of waking up in someone else’s body, caught between lives and timelines.

Song Joong-ki stars as Yoon Hyun-woo, a loyal corporate employee who, after his untimely death, wakes up in the 1980s as Jin Do-jun, the youngest heir to the Soonyang Group. Armed with knowledge of the future, he begins a quiet but calculated campaign to turn the tables on the powerful family that wronged him.

Take a peek at the official trailer here.

At the center of the story is the fictional 순양그룹 (Soonyang Group), a 재벌 (chaebol) modeled closely after the real-life tech and business giant 삼성 (Samsung). In South Korea, chaebols are sprawling, family-controlled conglomerates that have driven the nation’s economic transformation. Unlike Western companies typically run by independent executives, chaebols are tightly held by their founding families. While they fueled modernization, they also became known for political entanglements, tax evasion, succession struggles, and abuses of power.

Chairman Jin Yang-chul, Soonyang’s formidable founder, is a clear homage to Samsung’s real-life founder, 이병철 회장 (Chairman Lee Byung-chul). From his razor-sharp business instincts and disciplined leadership to his thick 경상도 억양 (Gyeongsang Province accent), the parallels are unmistakable. Soonyang’s focus on dominating the 반도체 산업 (semiconductor industry) further deepens the connection. Opposite him stands the head of Daeyoung Group, whose North Korean dialect and focus on automobiles recall 현대 (Hyundai) founder 정주영 회장 (Chairman Chung Ju-yung), himself born in what is now North Korea. The rivalry between Soonyang and Daeyoung mirrors the historical competition between Samsung and Hyundai—two titans of Korea’s modern industrial era.

What makes Reborn Rich especially compelling is how it threads real historical and cultural events through its storyline. From the emergence of 1990s K-pop icons like 서태지 (Seo Taiji), to the devastating 1997 IMF 경제 위기 (financial crisis), and even the euphoric rise of Korea’s national soccer team during the 2002 World Cup (월드컵 4강 진출), the series blends fiction with history in ways that feel both nostalgic and sharply observant. Seeing these events unfold through the eyes of someone who already knows their outcomes adds layers of irony, tension, and emotional resonance.

Amid all the corporate drama, the show never loses its emotional core. In Episode 5, Do-jun (still carrying the memories of Hyun-woo) visits his mother’s humble 국밥집 (gukbap-jip)—a small, working-class soup restaurant from his previous life. There, he sits down to a steaming bowl of 김치국밥 (kimchi gukbap). 국밥 (gukbap), literally “soup rice,” is a no-frills comfort food that involves adding cooked rice into a bowl of hot, flavorful broth. Known for its speed and simplicity, it’s a favorite among busy workers who need a quick, satisfying meal. The kimchi version, made with aged, fermented kimchi, offers a deep, spicy, and tangy broth that warms the soul as much as the body.

In this post, you'll learn how to make 김칫국 (kimchi soup)—the flavorful base of the kimchi gukbap Do-jun/Hyun-woo enjoys. Whether you're a longtime fan of Korean cuisine or just getting started, this simple, vibrant soup is a wonderful way to bring a taste of K-drama to your own kitchen.

Watch how to make 김칫국 here.

Reborn Rich goes beyond its compelling narrative to serve as a reflection of Korea’s rapid economic rise—and the costs that came with it. It raises thought-provoking questions about fate, loyalty, and the possibility of rewriting one’s future. Its depiction of chaebol power struggles feels disturbingly plausible, underscoring timeless themes of ambition, betrayal, and legacy.

With its finale drawing nearly 27% in nationwide ratings, the drama was one of the biggest TV hits of 2022, attracting viewers across generations. Yet its ending sparked passionate debate. Some applauded the emotional payoff and deeper message, while others were left hoping for a more dramatic conclusion. Still, regardless of where one stands, Reborn Rich succeeded in sparking conversation—and left a lasting impression on the landscape of modern K-drama.

🥢 Bite-sized Korean: Expressions from Reborn Rich

1. 단골 / 단골손님 – "Regular (customer)"

In Episode 5, when Do-jun orders kimchi gukbap at his mother’s small restaurant, she responds with surprise:

"You must be a regular—only our 단골손님 knows that dish."

The word 단골 (short for 단골손님) refers to a regular customer—someone who visits the same shop or restaurant frequently. It carries a warm, familiar tone and often implies a personal connection between the business and the customer. Here, the mother uses it instinctively, unaware that she’s speaking to her own son from a previous life.

2. 김칫국(을) 마시다 – "To drink kimchi soup" (but not really)

While it literally means “to drink kimchi soup,” this expression is used figuratively to describe someone getting ahead of themselves or jumping to conclusions—often assuming something good will happen before it actually does.

It’s like celebrating before the deal is done or expecting a reward that hasn’t been promised.

Example:

• “He thought he got the job and started celebrating—talk about 김칫국 마셨네!”

• “김칫국부터 마시지 마.” – Don’t get ahead of yourself.

This playful expression is common in everyday speech and carries a slightly teasing tone, used to gently pull someone back to reality.

3. 고명딸 – "Only (and precious) daughter"

In the Soonyang family, there are multiple scenes where the only daughter is referred to as the 고명딸—a traditional term for a family's sole daughter, especially when she has multiple brothers.

고명 originally refers to decorative toppings on food, and 고명딸 metaphorically implies that the daughter is a rare and cherished presence among male siblings—much like a garnish that completes a dish.

In chaebol dramas, the 고명딸 often occupies a unique social and political role within the family hierarchy.