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Ms. Incognito

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Ms. Incognito
1.15
Promotional poster
Also known asThe Good Woman Bu Se-mi
Hangul
착한 여자 부세미
RRChakhan yeoja Bu Semi
MRCh'akhan yŏja Pu Semi
Genre
Written byHyun Gyu-ri
Directed byPark Yoo-young
Starring
Country of originSouth Korea
Original languageKorean
No. of episodes12
Production
Executive producersKim Hyun-jung (CP)
Choi Han-gyul
Hyunwoo Thomas Kim
Kim Jin-yi [ko]
ProducersKim Eun-sun
Yoon Chang-woo
Running time60 minutes
Production companiesKross Pictures
Trii Studio
Original release
Network
ReleaseSeptember 29 (2025-09-29) –
November 4, 2025 (2025-11-04)

Ms. Incognito (Korean: 착한 여자 부세미) is a 2025 South Korean crime romantic drama television series directed by Park Yoo-young and written by Hyun Kyu-ri. Produced under Kross Pictures and Trii Studio, it stars Jeon Yeo-been, Jinyoung, Jang Yoon-ju, Joo Hyun-young and Seo Hyun-woo. It aired on ENA from September 29, to November 4, 2025, every Monday and Tuesday at 22:00 (KST).

Synopsis

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A poor female bodyguard, dreaming of having a room of her own, enters into a contract marriage with a terminally ill chaebol chairman. For three months, she must change her identity and survive while evading those scheming to seize her vast inheritance.

Cast

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Main

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A bodyguard who marries the Ga Seung-ho to protect his fortune and uses a new name to move to a safer place
A single father and strawberry farm owner who begins to doubt Young-ran's identity
Ga Seung-ho's stepdaughter who does everything to benefit herself, she is behind his daughter's death
Ga Seung-ho's personal lawyers and his assistants

Supporting

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Special appearances

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The chairman of a wealthy business group who begs Young-ran to marry him to protect his fortune

Production

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Development

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The series was officially commissioned by KT Studio Genie, with Park Yoo-young serving as director and the script is penned by Hyun Kyu-ri, while Kross Pictures and Trii Studio managed the production.[2][12]

Casting

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From October 2024 to March 2025, South Korean news outlets reported that Jeon Yeo-been, Jinyoung, Jang Yoon-ju, Joo Hyun-young and Seo Hyun-woo were offered roles in the series and were positively reviewing them.[13][3][4][5][6]

Filming

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Principal photography of the series took place in 2025.[14][15]

Release

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The first images from the first script reading were released on August 26, 2025.[16] The series premiered on ENA on September 29, 2025, airing every Monday and Tuesday at 22:00 (KST).[11]

Viewership

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Ms. Incognito : South Korea viewers per episode (millions)
SeasonEpisode numberAverage
123456789101112
10.5240.8701.1031.1861.3921.3201.2681.2621.2991.1371.3921.6381.283
Source: Audience measurement performed nationwide by Nielsen Korea.[17]
Average TV viewership ratings
Ep. Original broadcast date Average audience share
(Nielsen Korea)[17]
Nationwide Seoul
1 September 29, 2025 2.408% (3rd) 2.301% (3rd)
2 September 30, 2025 4.015% (2nd) 3.694% (2nd)
3 October 6, 2025 4.504% (2nd) 4.309% (2nd)
4 October 7, 2025 5.068% (2nd) 4.561% (2nd)
5 October 13, 2025 5.919% (1st) 5.544% (1st)
6 October 14, 2025 5.791% (1st) 5.459% (1st)
7 October 20, 2025 5.649% (2nd) 5.086% (2nd)
8 October 21, 2025 5.604% (2nd) 5.278% (2nd)
9 October 27, 2025 5.735% (2nd) 4.961% (2nd)
10 October 28, 2025 5.119% (2nd) 4.620% (2nd)
11 November 3, 2025 6.262% (1st) 6.190% (1st)
12 November 4, 2025 7.127% (1st) 7.092% (1st)
Average 5.183% 4.842%
  • In the table above, the blue numbers represent the lowest ratings and the red numbers represent the highest ratings.

References

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  1. ^ a b Lee, Soo-jong (September 11, 2025). 전여빈, 비밀리 결혼 임박했나…최근 재벌가에 ♥프러포즈 받아 "회장님과 약속" ('부세미') [Is Jeon Yeo-bin secretly getting married? She recently received a proposal from a wealthy family, saying, "I made a promise with the chairman." ('Busemi')]. Ten Asia (in Korean). Retrieved September 11, 2025 – via Naver.
  2. ^ a b Kim, Seo-ae (March 31, 2025). 전여빈, 흙수저 출신에서 인생 역전…완벽한 스펙으로 거듭난 '착한 여자 부세미' [Jeon Yeo-bin, from humble beginnings, turns her life around… She's reborn as "Good Woman Busemi" with perfect credentials.]. 텐아시아 (in Korean).
  3. ^ a b Yoo, Ji-hee (February 5, 2025). [단독] 진영, 싱글대디로 변신...'부세미'서 전여빈과 호흡 [[Exclusive] Jinyoung transforms into a single dad... to star alongside Jeon Yeo-bin in "The Return of Superman."]. Daily Sports (in Korean).
  4. ^ a b Yoon, Ho-jung (February 7, 2025). [단독] 잘나가는 장윤주, 새 드라마 '착한여자 부세미' 주연 합류 [[Exclusive] Jang Yoon-ju, a rising star, joins the cast of the new drama "Good Woman Busemi."]. 뉴스1 (in Korean).
  5. ^ a b Jin, Hyang-hee (February 28, 2025). 'SNL 하차' 후 연기 활동 가속화…주현영, 지니TV '착한 여자 부세미'도 접수 [Joo Hyun-young accelerates her acting career after leaving "Saturday Night Live"... She also takes over Genie TV's "Good Woman Busemi."]. Star Today (in Korean).
  6. ^ a b Kim, Seo-ae (March 1, 2025). [단독] '오열 수상' 서현우, 데뷔 15년 만에 겹경사 터졌다…'착한 여자 부세미' 합류 [[Exclusive] Seo Hyun-woo, winner of the "Crying Award," receives a double dose of joy 15 years after his debut... Joining "Good Woman Busemi"]. Ten Asia (in Korean).
  7. ^ Lee, Soo-jung (October 1, 2025). [종합] 2회 만에 시청률 2배 껑충…4% 상승세 탄 전여빈, 유치원서 새로운 삶 시작 ('부세미') [[Comprehensive] Viewership ratings double in just two episodes… Jeon Yeo-bin, on a 4% rise, begins a new life at a kindergarten ('Busemi').]. Ten Asia (in Korean). Retrieved October 1, 2025 – via Naver.
  8. ^ Kim, Na-yeon (September 10, 2025). 서재희, 유치원 원장 됐다..전여빈과 ‘갑을관계’(‘착한 여자 부세미’) [Seo Jae-hee becomes kindergarten director... and Jeon Yeo-bin's "gap-eul" relationship ("Good Woman Busemi")]. OSEN news (in Korean). Retrieved September 10, 2025.
  9. ^ Choi, Hee-jae (September 30, 2025). '착한 여자 부세미' 전여빈, 가성그룹 탈출할까…몸싸움 난무 [Will Jeon Yeo-bin, the "good girl" Busemi, leave the fake group? A physical fight ensues.]. edaily.co.kr (in Korean). Retrieved September 30, 2025 – via Naver.
  10. ^ Son, Byung-seok (September 30, 2025). 배우 이진희, ‘착한 여자 부세미’ 무창 슈퍼 주인 신정화 역 낙점 [Actress Lee Jin-hee has been cast as Shin Jeong-hwa, the owner of the Mu-chang supermarket, in "Good Woman Busemi."]. kyunghyang (in Korean). Retrieved September 30, 2025.
  11. ^ a b Lee, Mun-ji (August 27, 2025). ‘착한 여자 부세미’ 전여빈, 회장님 문성근과 결혼 감행 파격 티저 ["Good Woman Busemi" Jeon Yeo-bin marries Chairman Moon Sung-geun in a shocking teaser.]. Newsen (in Korean). Retrieved August 27, 2025 – via Naver.
  12. ^ "요즘 드라마, 12부작도 길다고?". 한국일보 (in Korean). February 20, 2025.
  13. ^ "[단독] 전여빈, '착한여자 부세미!' 주인공 첫 타이틀롤". JTBC 뉴스 (in Korean). October 31, 2024.
  14. ^ "[단독] 주현영, 어제(4일) 교통사고…"당분간 회복에 전념"". SBS NEWS (in Korean). June 5, 2025.
  15. ^ "[공식] 진영, 글로벌 행보 시동 건다···월드 투어 'Happy Together' 개최". 스포츠경향 (in Korean). July 22, 2025.
  16. ^ Yoon, Ho-jung (August 26, 2025). 전여빈, 흙수저 경호원된다…진영과 '착한여자 부세미' 주인공 [Jeon Yeo-bin becomes a bodyguard for a poor family… Jinyoung and the lead actress of "Good Woman Busemi"]. m.entertain.naver.com (in Korean). Retrieved August 26, 2025 – via Naver.
  17. ^ a b Nielsen Korea ratings:
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