Sold Out on You

Main

• Ahn Hyo-seop as Matthew Lee / Lee Hae-seok

CEO of Gojeuneok Bio, a natural raw materials company, and a cosmetics researcher known for his technical expertise. Living under the alias Matthew Lee to distance himself from his past as Lee Hae-seok, he operates a large-scale mushroom farm in a rural village, where he is the sole producer of the "white-flowered uri mushroom". Despite his attempts to remain detached, he is an active member of the local community, where he is nicknamed "Mechuri". His life is disrupted when he terminates a contract with the corporation L'Étoile, making him the target of a persistent Ye-jin.^[1]

• Chae Won-bin as Dam Ye-jin

A show host at Hit Homeshopping. Following a controversial debut five years prior, she maintains a work-centric lifestyle and suffers from insomnia. After losing her prime-time slot to a rival, she is tasked with securing an exclusive contract with L'Étoile. This mission leads her to Deokpung Village to negotiate with Matthew.^[2]

• Kim Bum as Seo Eric

Executive Director of L'Étoile, a global skin care brand, and heir to the Desruets family. After years of traveling to avoid family succession conflicts, he takes a leadership role in the company. He seeks to reconnect with Ye-jin, whom he met in Korea three years ago, using a contract dispute with Gojeuneok Bio as a pretext to return to the country.^[3]

Supporting

People around Matthew

• Yoon Byung-hee [ko] as Kang Mu-won

The co-CEO of Gojeuneok Bio and Matthew's primary supporter. A former PR team colleague, he used his father's capital to back Matthew's startup. He frequently offers Matthew luxury gifts and machinery, though he consistently defers to Matthew's business decisions.^[4]

People of Deokpung Village

• Go Doo-shim as Songhak Lady / Yang Sang-geum

The influential matriarch of Deokpung Village. She mentored Matthew when he first arrived five years ago and treats him as a surrogate son.^[5]

• Jo Bok-rae as Park Kwang-mo

The foreman of Matthew's farm. Despite a clumsy nature that causes friction with Matthew, he manages daily operations. He has a long-standing unrequited love for Ae-ra and a preoccupation with dating reality shows.^[6]

• Kim Seo-an as Na Jin-yi

The owner of Som-yi's General Store. She raised her younger sister independently and is well-integrated into the village, though she maintains a defensive attitude toward Matthew.^[7]

• Ahn Sebin [ko] as Na Som-yi

Jin-yi's ten-year-old younger sister who shares a bond with Sang-geum.^[8]

• Jo Woo-ri as Moon Ae-ra

The owner of Moon Cafe. A former high-achieving student, she returned to her hometown after facing financial difficulties in Seoul. She charges higher prices to city residents and is the object of Kwang-mo's affection.^[9]

• Kim Jung-hwan [ko] as Jeon Jeong-muk

The physician at Uri Deokpung Clinic. He is the stoic confidant to his talkative best friend, Kwang-mo.^[10]

• Seo Jin-won [ko] as Jeon Won-taek

A veterinarian and Jeong-muk's father. He is lifelong friends with Jong-il.^[11]

• Yang Heung-joo [ko] as So Jong-il

A livestock farmer and Won-taek's best friend. He and Won-taek are known for their constant bickering.^[12]

• Jung Soo-jin as Jeong Nan-sun

Won-taek's wife^[13]

• Lee Saeromi [ko] as Oh Bun-hong

Jong-il's wife^[14]

People around Ye-jin

• Kim Young-jae as Dam Seok-gyeong

Ye-jin's father and a former stage actor who works as a cooking instructor. He is a single parent who manages his daughter's household needs.^[15]

• Woo Hee-jin as Song Myeong-hwa

The CEO of Beauty Song and a former actress. She retired five years ago following a product controversy involving Ye-jin. She returns as a professional rival when she moves her product line to Hit Homeshopping.^[16]

People of Hit Homeshopping

• Park Ye-young as Eom Seong-mi

A television producer known for her blunt personality. She forms a partnership with Ye-jin and develops an attraction to Kwang-mo.^[17]

• Park Ah-in as Ji Yun-ji

A top beauty show host and Ye-jin's former mentor turned rival. She actively competes against Ye-jin's projects with high-profile luxury broadcasts.^[18]

• Shin Dong-mi as Dong Hyeon-ki

Director of Hit Homeshopping and a former industry-leading show host. To combat the rise of mobile commerce, she assigns Ye-jin the mission to secure the L'Étoile contract.^[19]

• Yoon Jae-chan as Hwang Ki-hong

An MD on Ye-jin's production team who has worked with her for three years.^[20]

People around Eric

• Ok Ja-yeon as Michelle

The Deputy CEO of L'Étoile and Eric's step-sister. She engages in a power struggle for control of the family business following Eric's involvement in the company's Korean operations.^[21]

• Kim Joong-don [ko] as Cha Joong-hoon

The Head of Strategic Planning at L'Étoile and Eric's secretary. He acts as a double agent, providing information to Michelle while managing Eric’s affairs in Korea.^[22]

Special appearance

• Park Ji-hwan as a celebrity guest^[23]

Development

The series is directed by Ahn Jong-yeon, who helmed Seoul Busters (2024), with the script written by rookie writer Jin Seung-hee. Production is handled by Beyond J [zh], the company behind Nevertheless (2021), The Killer's Shopping List (2022), Somebody (2022), and The Scandal of Chunhwa (2025), along with Studio S and Slingshot Studios.^[24][25]

Casting

In March 2025, Ahn Hyo-seop and Chae Won-bin were cast as lead of the series.^[24][26] Two months later, Ahn and Chae were confirmed to star.^[27] Kim Bum along with Go Doo-shim, Park Ah-in, Shin Dong-mi, Jo Woo-ri, and Woo Hee-jin also joined the cast a day after the confirmation of the lead actors.^[28] In July 2025, Yoon Jae-chan has been cast.^[25] Other supporting cast includes Yoon Byung-hee [ko], Kim Seo-an, Jo Bok-rae, and Park Ye-young.^[29]

Filming

In an interview with Ahn Hyo-seop, it was stated that the principal photography already began in June 2025.^[30]