'Agent Kim Reactivated' hits 23% viewership amid PPL controversy

The SBS Friday-Saturday drama ‘Agent Kim Reactivated’ concluded its run with a spectacular finale, recording a nationwide viewership rating of 23.0%. After debuting with 9.5%, the series broke the 20% barrier in just four episodes and maintained ratings in the 20% range for seven consecutive episodes through its 10th and final episode, marking the most dominant performance among terrestrial dramas this year. The peak viewership soared to 27.1%, making it the second highest-rated Friday-Saturday drama in SBS history.

However, behind the perfect commercial success, viewers also voiced sharp criticisms. During the final 20 minutes of the finale aired on the 25th, PPL for caffeine candy, automobiles, conveyor belt sushi restaurants, and eyewear brands were heavily concentrated. As product placement continued right up until the climax of the ending, online communities and social media were flooded with reactions such as, "I can't tell if this is a drama or a collection of commercials," and "It's disappointing because the emotional immersion was broken." While some view it as a realistic choice for terrestrial broadcasters to secure production costs, the series seems unable to avoid criticism for undermining narrative immersion.

The Appearance of Lee Do-gyu from Baekho Agency and Discussions for Season 2

The drama's conclusion depicted Agent Kim Reactivated (played by So Ji-sub) breaking free from his past missions to return to being an ordinary father. The Special Mission Bureau processed Agent Kim Reactivated as deceased, and the North also confirmed the death of the codename '66.' Agent Kim Reactivated begins a new life under a new name and identity with his daughter, Minzy (played by Seo Su-min). Minzy met a happy ending by reuniting with her father in a new region under the name 'Kim Ji-min.' The scene where Sung Han-soo (played by Choi Dae-hoon) and Park Jin-cheol (played by Yoon Kyung-ho) help them move showed that the bond between them remains intact.

In particular, the final scene teased a future story with the appearance of Lee Do-gyu, the director of 'Baekho Agency,' where Agent Kim Reactivated found employment. The sight of the physically imposing Lee Do-gyu creating a confrontational atmosphere as if testing Agent Kim Reactivated's skills hints at the conflict structure for Season 2. In response, the production company officially expressed a positive stance regarding the production of Season 2. "Driven by the great love and support received, we are currently in positive discussions for the production of 'Agent Kim Reactivated' Season 2," the company stated, adding that specific schedules are yet to be determined as Season 1 has just concluded. The key point of interest moving forward will be what kind of cases Agent Kim Reactivated will solve as an employee of Baekho Agency rather than a national agent.

So Ji-sub's Generous 'Pure Gold' Gift

Actor So Ji-sub, a key figure in the show's success, showed extraordinary affection for the staff upon the series' conclusion. On the 26th, photos were posted on online communities and social media verifying that So Ji-sub gifted pure gold to the production and cast members. The dedicated cases contained a message: "I felt great emotion and happiness while working on this project. I am grateful to all of you who silently shone a light on 'Agent Kim Reactivated' in your respective positions." Considering that the current market price for one 'don' (3.75g) of pure gold is approximately 710,000 KRW, it is a significant amount.

This is not the first time So Ji-sub has acted this way. Last year, after finishing filming the Netflix series 'Plaza,' he also delivered one 'don' of gold to his fellow actors, managers, and staff. At the time, he humorously explained his reason in an interview, saying, "Since gold cannot be sponsored, I prepared it sincerely," adding, "I meant for them to use it to help out by selling it later if times get tough." In his closing remarks for this series, So Ji-sub also gave credit to others, expressing sincere gratitude through his agency to the director, writer, and the staff who guarded the set in the cold weather.

Ju Sang-wook's Acting Transformation and the Fall of the Villain

The drama added dramatic flair as the fall of the villain Ju Kang-chan (played by Ju Sang-wook) coincided with Agent Kim Reactivated's satisfying revenge. Ju Kang-chan ultimately met his ruin, caught in the trap of his own greed. In an interview, Ju Sang-wook expressed satisfaction with the conclusion, stating, "I had a great desire to play a villain, and this performance is important enough to divide my acting career into before and after." The process of Agent Kim Reactivated, along with Sung Han-soo and Park Jin-cheol, using Ju Kang-chan's trap against him to achieve victory left a strong impression on viewers.

As a result, 'Agent Kim Reactivated' proved its syndrome-level popularity by ranking number one globally in the Netflix Non-English TV Shows category and ranking number one in TV-OTT buzz for three consecutive weeks. While it left behind challenges regarding the terrestrial production environment and PPL controversies, it is evaluated that the combination of the powerful character Agent Kim Reactivated and the solid narrative of paternal love secured momentum for the next season. Before 'Flex X Cop' Season 2, which is scheduled to follow, fans' eyes are focused on the new activities Agent Kim Reactivated will show at Baekho Agency.

Agent Kim Reactivated, His Allies, and the New Character Lee Do-gyu

In the drama, Agent Kim Reactivated (played by So Ji-sub), along with Sung Han-soo (played by Choi Dae-hoon) and Park Jin-cheol (played by Yoon Kyung-ho), carried out operations by turning Ju Kang-chan's (played by Ju Sang-wook) trap against him. Ju Kang-chan was portrayed as a villain who falls due to the trap of his own greed. Agent Kim Reactivated began a new life under a new identity after reuniting with his daughter Minzy (played by Seo Su-min), whom he tried to protect by giving up everything.

The new character, Lee Do-gyu, appeared as the director of Baekho Agency. Lee Do-gyu, possessing a massive physique, decorated the end of the drama by creating a confrontational atmosphere, stating he would test Agent Kim Reactivated's skills. Meanwhile, Sung Han-soo and Park Jin-cheol showed unchanging friendship by helping Agent Kim Reactivated and Minzy move.

So Ji-sub's Sincere Message

Upon the conclusion of the series, So Ji-sub expressed his sincere gratitude to the director, writer, and the staff who stayed on set despite the cold weather through his agency. He added that 'Agent Kim Reactivated' could be completed thanks to the hard work of the staff who labored in unseen places. He also offered greetings, saying it was a great honor to work with the fellow actors.

Having previously gifted gold to staff during the filming of Netflix's 'Plaza,' he revealed in an interview at that time that "gold was prepared because it cannot be sponsored." He further explained the reason for the gift by saying, "It means to use it to help out by selling it later if things get difficult."

The Flow of a Seasonal Drama and Teasing the Next Project

Bolstered by the success of 'Agent Kim Reactivated,' SBS continues its lineup of upcoming seasonal dramas. Immediately following the conclusion of 'Agent Kim Reactivated,' 'Flex X Cop' Season 2 is scheduled to take over the broadcast.

So Ji-sub previously attended an SBS drama media day and expressed his preference for seasonal dramas over acting awards. The production company for 'Agent Kim Reactivated' officially stated that they are currently in positive discussions for the production of Season 2 due to the viewers' support. However, as Season 1 has just concluded, the detailed schedule has not yet been determined.

Syndrome-Level Success Proven by Numbers

'Agent Kim Reactivated' concluded with a 23.4% rating in the Seoul metropolitan area and a 23.0% nationwide rating according to Nielsen Korea. The peak viewership soared to 27.1%. It did not miss the number one spot across all channels in the same time slot for 10 consecutive episodes.

The 2049 rating also recorded an average of 7.4% and a peak of 8.42%. It achieved number one globally in the Netflix Non-English TV Shows category and number one in TV-OTT buzz for three consecutive weeks. Starting at 9.5% in its first episode and breaking the 20% barrier in just three episodes, this work ranked second in all-time SBS Friday-Saturday drama viewership ratings.

Viewership Trajectory Breaking All-Time Records

The upward trend of 'Agent Kim Reactivated' surpassed existing records. Starting at 9.5% in the first episode, the work broke the 20% barrier in just three episodes. It then maintained ratings in the 20% range for seven consecutive episodes and concluded with a 23.0% nationwide rating. This performance ranks second in all-time SBS Friday-Saturday drama viewership, surpassing 'Stove League,' 'Taxi Driver 2,' and 'The Fiery Priest.'

The success indicators shown in numbers are also overwhelming. It took the number one spot across all channels in the same time slot for 10 consecutive episodes. The 2049 rating also recorded an average of 7.4% and a peak of 8.42%, achieving the highest performance for a mini-series in 2026.