Start-Up (TV Series)

Start-Up is a 16-episode television series released in 2020 in Türkiye. Produced by Studio Dragon, the series aired on tvN and was made available on various digital platforms for international audiences. The series was developed through the collaboration of screenwriter Park Hye-ryun and director Oh Choong-hwan. It explores the contemporary technological economic structure of South Korea and how individual ambitions, professional competition, and personal relationships intersect within this framework.

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The series follows young individuals aiming to build careers in the high-tech sector as they enter the startup ecosystem to realize their dreams and confront the challenges along the way. The central character, Seo Dal-mi, is an entrepreneur driven by the ambition to become a successful CEO. The narrative is built around relational conflicts involving Nam Do-san, a software developer, and Han Ji-pyeong, an investor.

The story unfolds within a fictional startup incubator called “Sandbox.” Thematically, it addresses career development, competition in the digital age, mentorship, past trauma, personal growth, and the manifestation of romantic relationships within technology-driven environments.

The main roles are played by Bae Su-ji (Seo Dal-mi), Nam Joo-hyuk (Nam Do-san), Kim Seon-ho (Han Ji-pyeong), and Kang Han-na (Won In-jae). Bae Su-ji portrays a character striving to balance her entrepreneurial drive with emotional wounds from her past. Nam Joo-hyuk plays Nam Do-san, a gifted software developer who struggles with self-confidence. Kim Seon-ho is portrayed as a figure who makes strategic decisions in the investment world but is torn by personal emotions.

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Director Oh Choong-hwan is known for his previous work in romantic and fantasy genres. The screenplay was written by Park Hye-ryun, who is recognized for narratives centered on youth, identity formation, and individual struggles within social structures. The storytelling structure is built on a dual axis: on one side, the competition among startups; on the other, the emotional development of the characters, both progressing in parallel.

The cinematography in the series is designed to reflect the technological atmosphere while supporting the emotional worlds of the characters. Wide-angle shots capture office spaces and innovation centers, while close-ups are favored in scenes focusing on the characters’ inner lives. The color palette is shaped around cool and metallic tones associated with technology, shifting to warmer tones during scenes depicting the development of character relationships.

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The primary setting, “Sandbox,” is a fictional startup support center inspired by modern technology campuses. Physical environments such as open-plan offices, prototype workshops, and investor presentation spaces are structured as spatial reflections of the startup theme. Exterior shots were filmed in areas reflecting the modern urban fabric of Seoul and other parts of South Korea. The settings are varied to reflect the characters’ socioeconomic statuses and relational tensions.

Start-Up received significant attention not only in South Korea but also among international audiences during its broadcast. It resonated particularly with young adult viewers in the context of entrepreneurship, technology culture, and romantic conflict. The concept of “Sandbox” became associated with real startup incubators in South Korea. The series was distributed globally via Netflix and achieved broad viewership in markets outside Asia.