In the glittering world of East Asian television dramas, few tropes have captivated audiences as enduringly as the tale of a dashing, wealthy CEO falling head-over-heels for a beautiful yet impoverished young woman. This narrative, a modern-day Cinderella story, has not only transcended borders but has also become a defining feature of the romantic drama genre across the region. But where did this trend originate? Which country first brought it to life on screen, and how did it become so iconic?
To answer these questions, we must look back to the late 20th century and trace the evolution of this beloved storyline from its manga roots to the Korean dramas that eventually popularized it worldwide.
The Origins: Japan’s Shōjo Manga Foundation
Before this romantic trope made its way to television screens, it flourished in the pages of Japanese shōjo manga (comics for young girls) throughout the 1970s, 80s, and 90s. These manga often depicted stories of young women from modest backgrounds entering the lives of wealthy, elite men—sometimes aristocrats, sometimes heirs to industrial fortunes. The appeal was universal: a fantasy of upward mobility, emotional transformation, and love overcoming social barriers.
One of the most influential works was “Hana Yori Dango” (“Boys Over Flowers”), written by Yoko Kamio in 1992. The story follows Tsukushi Makino, a working-class girl who ends up at an elite high school and becomes entangled with Tsukasa Domyoji, the arrogant heir to a vast fortune. Their turbulent, love-hate relationship became the gold standard for the rich-boy-poor-girl formula and inspired countless imitations across Asia.
However, while manga laid the groundwork, it was South Korea that first turned this trope into a widely televised phenomenon.
South Korea: The Pioneer of the Televised CEO Romance
South Korea was the first East Asian country to successfully adapt and popularize the rich CEO/poor girl trope on television. While elements of class disparity and forbidden romance existed in earlier Korean dramas, the full-fledged trope emerged in the early 2000s and became a central feature of the burgeoning Hallyu (Korean Wave) movement.
One of the first iconic dramas to feature this storyline was “Successful Story of a Bright Girl” (2002), starring Jang Na-ra as a cheerful and hardworking country girl who finds herself entangled in the life of a spoiled, wealthy cosmetics CEO played by Jang Hyuk. The drama skillfully combined humor, romance, and emotional depth, striking a chord with domestic and international viewers alike.
This success paved the way for similar narratives in hit dramas such as:
- “Full House” (2004): Although the male lead is a famous celebrity rather than a CEO, the story features a classic rich man/poor woman dynamic, with the two entering into a contract marriage that blossoms into real love.
- “My Lovely Sam Soon” (2005): Featuring a rich restaurant owner and an ordinary pastry chef, this series added realism and maturity to the trope while maintaining its romantic essence.
- “Boys Over Flowers” (2009): A direct adaptation of the Japanese manga “Hana Yori Dango,” this drama became a cultural phenomenon and introduced the CEO-like character archetype of Gu Jun-pyo (played by Lee Min-ho) to millions of fans around the world.
By the late 2000s, the handsome CEO/poor girl storyline had become a staple of K-dramas, evolving with each iteration while retaining its core appeal.
Why This Trope Resonates
What makes this particular trope so irresistible to viewers across East Asia and beyond? Several cultural and psychological factors contribute to its enduring popularity:
- Fantasy of Upward Mobility: The poor girl is a stand-in for the average viewer, and her entrance into a world of wealth, luxury, and romance is a compelling escapist fantasy.
- Emotional Redemption: The rich male lead often starts as arrogant or emotionally cold, but he undergoes a transformation due to the influence of the kind-hearted heroine. This emotional arc is satisfying to watch and reinforces the idea that love can humanize even the most aloof individuals.
- Cultural Context: In Confucian-influenced societies, where hierarchy and filial piety are important, stories of class-crossing love offer a way to question and challenge social norms within a romantic framework.
- Visual Glamour: These dramas often showcase luxurious lifestyles, designer wardrobes, and sleek urban settings—all of which add to their aspirational appeal.
The Influence on Other East Asian Countries
The success of Korean dramas inspired neighboring countries to adopt and adapt the trope for their own markets.
- China: After the rise of K-dramas, Chinese television began producing similar series. Shows like “Boss & Me” (2014) featured a shy, working-class woman who falls in love with her handsome and powerful CEO boss. This drama became a massive hit on Chinese streaming platforms and even gained an international fanbase.
- Taiwan: Taiwanese dramas also contributed to the genre, especially with earlier adaptations of shōjo manga like “Meteor Garden” (2001), the first live-action adaptation of “Hana Yori Dango.” Though pre-dating Korea’s “Boys Over Flowers,” the Korean adaptation is generally credited with perfecting the formula.
- Japan: While Japan originated many of the stories in manga form, its live-action dramas have historically leaned more toward realism or quirky comedy than the polished fantasy style that Korean dramas embraced. Nevertheless, Japan has produced several dramas with similar themes, especially when adapting shōjo manga.
The Evolution of the CEO Trope
Over time, the trope has evolved. Modern dramas often subvert expectations or add new layers to the characters:
- “What’s Wrong with Secretary Kim?” (2018): The CEO is hilariously narcissistic, and the heroine is his highly competent secretary who challenges him.
- “Crash Landing on You” (2019): A South Korean heiress crash-lands in North Korea and falls in love with a principled army officer—flipping the social dynamics while retaining the star-crossed lovers theme.
- “Business Proposal” (2022): The heroine goes on a blind date pretending to be someone else and ends up dating her company’s CEO, with plenty of comedic twists and modern flair.
These newer series show that while the basic formula still works, audiences now crave more complexity and innovation within the familiar framework.
South Korea’s Lasting Legacy
While the roots of the rich CEO/poor girl trope lie in Japanese manga, it was South Korea that first brought it to life on television in a way that resonated with a global audience. By combining emotional storytelling, high production values, and universally appealing themes, Korean dramas set the standard for romantic storytelling in East Asia.
Today, the trope continues to evolve, appearing in different forms and contexts across dramas from Korea, China, Taiwan, and beyond. Yet its central message remains the same: that love can bridge even the widest divides—be they of class, personality, or circumstance.
In the ever-changing landscape of East Asian entertainment, the story of the rich CEO and the poor beautiful girl remains a timeless, cross-cultural favorite, reminding viewers everywhere that sometimes, fairy tales do come true.