Ms. Incognito
2025 South Korean television series
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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).
| Ms. Incognito | |
|---|---|
Promotional poster | |
| Also known as | The Good Woman Bu Se-mi |
| Hangul | 착한 여자 부세미 |
| RR | Chakhan yeoja Bu Semi |
| MR | Ch'akhan yŏja Pu Semi |
| Genre | |
| Written by | Hyun Gyu-ri |
| Directed by | Park Yoo-young |
| Starring | |
| Country of origin | South Korea |
| Original language | Korean |
| No. of episodes | 12 |
| Production | |
| Executive producers | Kim Hyun-jung (CP) Choi Han-gyul Hyunwoo Thomas Kim Kim Jin-yi |
| Producers | Kim Eun-sun Yoon Chang-woo |
| Running time | 60 minutes |
| Production companies | Kross Pictures Trii Studio |
| Original release | |
| Network | |
| Release | September 29 – November 4, 2025 |
Synopsis
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
Main
- Jeon Yeo-been as Kim Young-ran / Bu Se-mi[2]
- 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
- Jang Yoon-ju as Ga Seon-yeong[4]
- Ga Seung-ho's stepdaughter who does everything to benefit herself, she is behind his daughter's death
- Joo Hyun-young as Baek Hye-ji[5]
- Seo Hyun-woo as Lee Don[6]
- Ga Seung-ho's personal lawyers and his assistants
Supporting
- Lee Chang-min as Ga Seon-woo[7]
- Seo Jae-hye as Lee Mi-seon[8]
- Kim Jae-hwa as Butler Choi[9]
- Lee Jin-hee as shin Jeong-hwa[10]
Special appearances
- Moon Sung-keun as Ga Seong-ho.[11]
- The chairman of a wealthy business group who begs Young-ran to marry him to protect his fortune
Production
Development
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
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
Principal photography of the series took place in 2025.[14][15]
Release
Viewership
| Season | Episode number | Average | ||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | |||
| 1 | 0.524 | 0.870 | 1.103 | 1.186 | 1.392 | 1.320 | 1.268 | 1.262 | 1.299 | 1.137 | 1.392 | 1.638 | 1.283 | |
| 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% | ||
| ||||
