Ratings surge to 23% for 'Department Manager Kim'… Polestar vehicle appearances add realism

*This content was translated by AI.

SBS prime-time drama "Department Manager Kim" is enjoying the highest popularity of the year, and Polestar Korea, a major vehicle sponsor, is also drawing significant attention.

Episode 8 of "Department Manager Kim" recorded national ratings of 23.1%, Seoul metropolitan area ratings of 23.6%, and a peak instantaneous rating of 26.2% according to Nielsen Korea. Starting with national ratings of 9.5% at its premiere, the series climbed rapidly to 21.6% by its fourth episode, achieving the highest viewership among mini-series aired in 2026.

The popularity of "Department Manager Kim" continues overseas. The series ranked first globally for three consecutive weeks in Netflix's non-English TV category. From July 13 to 19, it recorded 8.2 million views, ranking first in 19 countries including South Korea and entering the top 10 in 73 countries. This marks the first time a drama aired simultaneously with domestic broadcasters or platforms has secured the number one spot for three consecutive weeks in Netflix's non-English TV category.

Polestar Korea serves as the primary vehicle sponsor for "Department Manager Kim," featuring both the Polestar 4 and the newly launched flagship electric SUV, Polestar 3, across various scenes in the drama. From the early episodes, the Polestar 4 appeared as the vehicle of special mission unit officers, including Son Na-eun, who plays the character Jung Sang-ah. Its sleek coupe design and futuristic exterior enhanced the image of national institutional investors' agents.

The Polestar 4 sold over 2,400 units in South Korea during the first half of 2026, establishing itself as a "best-selling European electric vehicle." It features a dual-motor system delivering a maximum output of 544 horsepower, combined with its distinctive design and SUV-like spatial versatility.

Starting from episode 7, So Ji-sub, who plays Department Manager Kim, appeared driving a black Polestar 3, adding a heavier tone to the drama's atmosphere. As Department Manager Kim prepares for his final mission, the placement of Polestar's flagship model emphasized the vehicle's robust image. The Polestar 3 is a flagship electric performance SUV launched in South Korea in July, supporting up to 350kW fast charging based on an 800V electrical architecture. Domestic pricing starts at 77.9 million won, with the top-tier performance trim reaching 99.9 million won. The performance model boasts a maximum output of 680 horsepower and accelerates from 0 to 100 km/h in just 3.9 seconds.

In "Department Manager Kim," various vehicle brands besides Polestar appear. Mercedes-Benz is featured in scenes depicting high-ranking North Korean officials visiting South Korea, Genesis appears in vehicles of senior security officials, and Joo Sang-wook, who plays the character Ju Kang-chan, drives a Cadillac. Vehicles were strategically matched to characters' professions, personalities, and social positions to enhance the drama's realism. Critics note that allowing multiple brands rather than granting Polestar exclusive exposure based on character and situation has increased viewer immersion.

Following the broadcast, interest continues online and on social media regarding the electric vehicles featured in "Department Manager Kim" and the black SUV driven by So Ji-sub. Content introducing the Polestar 3 and Polestar 4 is also spreading widely.

A representative from Polestar Korea stated, "It is highly meaningful to be part of this year's top hit 'Department Manager Kim.' We will continue to expand brand experiences across diverse customer touchpoints and strive to convey the value of Polestar to more customers."

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*This content was translated by AI.