WJSN's Eunseo-led TikTok short drama 'In The Name Of Beauty' hits 300 million views

The TikTok-exclusive short drama 〈In The Name Of Beauty〉 (In The Name Of Beauty, directed by Myung Jae-ha, written by Kim Hee-won) has surpassed 300 million cumulative global views.

Composed of 44 episodes (1–3 minutes each), 〈In The Name Of Beauty〉 released episodes 1–22 on July 30 and followed with episodes 23–44 on August 6. It reached 100 million cumulative views within six days of release and exceeded 300 million by August 11, just 12 days after the premiere. This ranks among the highest records ever for a single TikTok short-drama series produced in South Korea.

The series is an office romantic comedy that follows Siwon (Son Ju-yeon), a new hire who dreams of working at K-beauty company Blanc, as she grows through fierce competition, friendship and love. The cast includes Son Ju-yeon (Eunseo of WJSN), Lee Jin-hyuk, Kim Sa-hee, Park Hee-jung, and TikTok creator Jesselin, who has more than 1.3 million followers in Indonesia.

〈In The Name Of Beauty〉 departs from the standard short-drama formula by adopting a K-drama format that emphasizes emotional arcs and character growth. Built on a Korean-language production, it provides English and Indonesian subtitles and enlisted local influencers to draw audiences in Southeast Asia and other global markets.

Kim Kyung-min, CEO of production company Chunggeum, said, "Even if language and culture differ, the anxieties, love and dreams felt by young people living in this era are the same," adding, "We hope it becomes more than a consumer product — a way for young people around the world to share emotions and recharge with positive energy."