As far as I am concerned, "King the Land" triggers extremely ambivalent feelings. I'm still undecided whether to classify this KDrama as a Trojan horse or as a successful prototype AI product. In other words: is it deliberately engineered brainwashing (that at times comes very close to even insulting the human intellect), or is it the result of an AI (programmed for max audience share) as showrunner in its first, but surprisingly successful test run?

"King the Land" is a Rom+Com. A fairy tale we have known and loved for generations. The unthinkable becomes possible: the hard-working girl next door finds Knight in Shining Armor - a Jaebeol offspring who can afford the luxury of not even being interested in the rich heritage of the conglomerate. Well, if you feel like something like that, you get a highly polished version of a cheerful, trivial (and conservative) love story that opens up clichéd insights into the upper segment of the shamelessly high-end luxury world.

Here my criticism. My irritation. Even annoyances.

--> These days, we can (and obviously have to) get used to product placement. That´s nothing new. However, "King the Land" undauntedly puts an almost obscene shovel on top of that. It goes so far that at times I felt like I was stranded in a 16-episode commercial, which I consider quite intrusive. Shameless. Apparently it can always be worse.
I rarely fast forward. But rarely have I fast-forwarded as much as in "King the Land". Usually, I'm ready to get involved in moments - looks, gestures, stand still, in my opinion all of that can be part of the dramaturgy. But here the long takes far too often serve a product placement or a Lifestyle-Statement being deliberately staged on the occasion, or some triviality that may or may not be considered nice, yet without any impact for the story. Just for fun, so to speak, because it is (supposedly?) so pretty. Most of the time it's about a haunting, almost mean display of a lifestyle in the highest-priced luxury segment, which will probably never play a role for the vast majority of the audience. Then I get angry. Not because the story is set in an exclusive social class, but because it is staged in such an oversized manner, while giving it a lot more screentime than would be necessary or coherent for the feeling and understanding of the story.
My understanding goes like this: The high-gloss, stylized luxury lifestyle of the absolutist elite hides a message between the lines that is addressed to all classes below: “”” You'll never get there! Forget it. Enjoy what you have. Make an effort, then it could even be a little more. Yet, be aware: WE play in another galaxy, light years away from you. Give up. Surrender. Let us do it all. Then it shall not be to your harm.”””

---> Additionally: The KDrama chooses a nasty mixture of proven dramaturgical elements and links them with another hidden, questionable message that might be hardly noticeable, yet effective.
There is the world of the employed, that so many people in the country (and elsewhere in other countries) share. In particular in South Korea this is often enough about an authoritarian hierarchy within a corporate structure. This includes almost as a matter of course: bossing around, exploiting, abusing, and some more exploiting. This goes through all instances. It is nothing new. This is everyday life for many.
Thus, a rebellious protest is always welcome in KDrama. “King the Land” also grabs into this box - courageously and with some humor as the hero immediately counters the frustration that nothing ever changes. He rebels. Dares to speak back. Pushes through, with vigorous means when necessary. And keeps the upper hand. How wonderful! … It's just too bad that he happens to be the chairman's son and can afford to do that... Here, and there, and almost everywhere...
So, the positive, rebellious (democratically inspired?) message turns into the (autocratic) opposite: “””Only those who swing the scepter of (monetary) power can change something, because they are the ones, who actually have something to say. The ones at the top. An this is, because they are at the top for a good reason, because they have the background, the stamina and the right genes to de facto be responsible for the rest.”””
“King the Land” never tires of throwing this message into the audience's eyes and ears - in all its possible epic breadth. In particular, embodied by the protagonist's stepsister and antagonist, but even by the protagonist's trusted secretary. Sure, our hero ticks differently, but (this is the harmless insight to take home with us): “””It's not the evil chairmen, but there is an economic reality with which all people who think and act halfway responsibly have to put up with. Period! These are given contexts that one cannot escape from when in such a responsible position. Ergo: THOSE up there are no worse than we down here. On the contrary: THOSE up there bear responsibility, we down there don't. And THOSE up there actually mean well with us. We can actually be happy: we are doing well after all...”””
Yes, it may be true, that many are better off than others, that they lead a more comfortable life than their parents or grandparents did. Nevertheless, I feel this message (that so often resonates in this KDrama) as one that basically wants to keep people little and hold their potential down. I personally don't like that.

Therefore: Is “King the Land” trotting along as a Trojan horse of the autocratic backroom masterminds, selling their notion for a modern absolutistic society?

Or - with a wink:-) - another assumption: Is "King the Land" an AI product? An AI, which with all its algorithms, its heuristic search for solutions and its logical conclusions, yet blind for socio-political nuances, reaches into the colorful pot of success guaranteed dramaturgical determinants, inflates those for even more success and breathes life into it with popular (success-guaranteeing?) mimes, music and light. However, one can sometimes get the impression that the heartbeat is missing. Its rather forced here and there. (Some even reproach the KDrama for lacking any cross-cultural sensitivity.)

In my opinion, the 'done with love' of this KDrama bobs back and forth between 'yes' and 'no'. A pretty face has to be enough, a harmonious tune, a touching gesture, a look, a kiss at the right time to make amends for the rest. Towards the end, the KDrama tries hard again, the amorous and yet tricky relationship dynamic emotionally comes to the fore a little more (e.g. as a relationship that isn't appropriate for the Heir), and some processes come across quite promising, to the extent that maybe something actually might possibly change about the cemented corporate culture of King Group. Nevertheless, being embedded within the absolutist brainwashing of the overall scenario, it loses some of its charm. (For me) A bland taste remains.


--> However, the good news at last:
I cannot say I totally wasted my time. If in between I was able to ignore all of the above-mentioned allegation (which was actually possible!), then the KDrama also delivered: a nice, clichéd love story in the Jaebeol milieu, with some cat-and-mouse games, without much depth, but with extra (!) cream. Simple as that. (By the way, some are already treating "King the Land" as the KDrama with the best kissing scene...)


--> Conclusion:
Maybe being so focused on success , “King of the Land” almost lost track of the core of a KDrama´s heart. However, at least a few within the production team obviously tried to put quite some effort into emotional finetuning, too.
So, I'm ambivalent. In spite even the unabashed style I criticized, I watched to the end. Not only out of professional curiosity. Despite all the indignation that inevitably spread through me again and again, at times I eventually enjoyed it, too. (Otherwise I would have dropped it - and then quite early.)
For all that, that's KDrama, too...