New stills are generating excitement for the upcoming romantic comedy series Sold Out on You, spotlighting Kim Bum’s charismatic turn as a bold and charming suitor opposite Chae Won-bin. The drama, set to premiere on SBS this Wednesday, April 22, 2026, and stream worldwide on Netflix, assembles a talented cast in a tale brimming with workplace humor, romantic rivalry, and heartfelt personal growth.
Sold Out on You marks Kim Bum’s first-ever romantic comedy. In the series, he portrays Seo Eric, the executive director of the global skincare brand L’Etoile. As a member of a powerful chaebol family with French heritage, Seo Eric has deliberately distanced himself from fierce corporate succession battles, choosing a more relaxed lifestyle while maintaining his influential position in the industry. His character captivates through his straightforward and flirtatious pursuit of the female lead, Dam Ye-jin, played by Chae Won-bin. This bold romantic interest injects playful tension and competitive energy into the central storyline.
The drama unfolds around an unexpected romance between Ahn Hyo-seop’s character, Matthew Lee—a meticulous farmer balancing multiple side jobs—and Chae Won-bin’s Dam Ye-jin, a top home shopping channel host plagued by severe insomnia. Their clashing schedules and vastly different worlds spark humorous situations that gradually evolve into genuine connection. Seo Eric’s entrance as a sophisticated rival heightens the comedic sparks and emotional layers, enriching the ensemble that also includes veteran actress Go Doo-shim.
Kim Bum’s visual transformation stands out as a key element in his depiction of the polished brand executive. His stylish “mocha gold” hairstyle subtly references the character’s French background, while a lineup of impeccably tailored suits enhances the elegant and professional demeanor of a high-level corporate figure. These details merge to create an image of effortless sophistication and global appeal, aligning seamlessly with Seo Eric’s flirtatious yet refined personality. Check out the new stills below:
Directed by Ahn Jong-yeon and written by Jin Seung-hee, Sold Out on You is a 12-episode series that thoughtfully examines the stresses of contemporary work life and the quest for equilibrium. The title cleverly alludes to how the main characters often feel “sold out” by their exhausting careers, only to rediscover fulfillment and connection through their developing relationships. The story skillfully mixes sharp dialogue, picturesque rural scenes in Deokpung Village, and glossy urban corporate environments, delivering a vibrant contrast that emphasizes sincerity, emotional healing, and the importance of work-life balance.
Kim Bum’s return to television in this lighter romantic comedy genre gives him the opportunity to reveal a more affectionate and playful side, distinct from the intense dramatic parts he has taken on before. His on-screen chemistry with the lead cast is anticipated to strengthen both the romantic and comedic aspects, positioning Seo Eric as one of the series’ most memorable figures. Airing in the Wednesday-Thursday 9 p.m. KST slot on SBS, Sold Out on You sets out to provide steady entertainment with relatable characters and touching narratives.
As the premiere approaches, the drama emerges as a refreshing and uplifting entry in the romantic comedy category. Audiences can anticipate plenty of laughter, romantic chemistry, and thoughtful observations on juggling ambition with personal well-being. Kim Bum’s captivating performance as the flirtatious executive is likely to draw viewers in and add substantial appeal to the overall production. The series Sold Out on You will also be available to stream on Netflix shortly after its SBS broadcast.
Sources: Naver, SBS
