In a year marked by both creative milestones and strategic expansion, South Korea’s SBS network has found itself at the center of two headline-grabbing stories: the emotional finale of its hit drama 'Samaegi: The Murderer’s Outing' and a groundbreaking partnership to build a massive K-content media park in Boryeong. While one story tugs at the heartstrings of viewers, the other is set to reshape the landscape of Korean cultural tourism and media production for years to come.
On September 28, 2025, SBS’s prime time drama 'Samaegi: The Murderer’s Outing' wrapped up its run with a powerful final episode, achieving a nationwide viewership rating of 7.4%, according to Nielsen Korea. The drama, which aired on Friday and Saturday nights, reached a peak rating of 10.3% in the Seoul metropolitan area during its final moments—a testament to its gripping narrative and strong following. The series, directed by Byeon Young-joo (notably her second drama after the film 'Hwacha'), captivated audiences with its intense exploration of a mother-son relationship entangled in crime, trauma, and redemption.
The plot centers on Jeong Yi-shin, played with haunting intensity by Go Hyun-jung. As a serial killer whose face reveals every hardship—wrinkles, dark spots, and all—she brings a chilling realism to the role. In the finale, viewers watched as Yi-shin, now free, seeks out her abusive father, the man who sexually assaulted her as a child and killed her mother. Driven by a desire for revenge, she confronts her past while her son, Cha Soo-yeol (portrayed by Jang Dong-yoon), wrestles with his own demons. Soo-yeol’s journey leads him to his grandfather, torn between anger and the possibility of forgiveness. In a dramatic twist, Yi-shin commits murder in her son’s place, and for the first time, Soo-yeol calls out to her as "Mom," dissolving years of misunderstanding between them. The series closes on this note of reconciliation, leaving viewers both satisfied and eager for more.
But SBS didn’t just deliver on drama. The network’s strategic ambitions took center stage just days earlier, on September 25, when SBS, SBS A&T, and Boryeong City formalized a three-party business agreement at the SBS headquarters in Seoul. The focus? The creation of 'SBS Boryeong Media Park,' a sprawling K-content-based theme park designed to blend open film sets with immersive, hands-on content facilities. Scheduled for completion in 2028, this ambitious project is expected to become a regional hub for K-content production, broadcasting technology, and cultural tourism.
According to SBS, the Media Park is not just another set location. Instead, it’s envisioned as a new kind of space—one that brings together the production and experience of K-content under a single roof. The project aims to harness the full spectrum of SBS and SBS A&T’s expertise, from cutting-edge broadcasting technology to artistic direction and media development. The park will focus particularly on historical dramas, a genre in which SBS has long excelled, and will offer visitors the chance to experience the magic of production firsthand.
As SBS President Bang Moon-shin put it, "This Boryeong-SBS Media Park is not just a set space, but a new type of theme park encompassing both K-content production and immersive experiences. We hope this space will become a cultural content platform that connects with the local community and expands globally." Echoing this sentiment, SBS A&T President Kim Jae-jun highlighted the company’s "top-level capacity for building K-content production infrastructure and successful experience in transforming tourism resources," promising that the partnership will create "an attractive space combining Boryeong’s beautiful tourism assets and SBS’s outstanding content."
Boryeong Mayor Kim Dong-il added, "This project will be a new growth hub, helping Boryeong develop from a marine tourism city into a comprehensive, stay-type tourist city. We’ll do our utmost to maximize Boryeong’s potential and ensure mutual prosperity for the region and businesses alike." The city has pledged to provide administrative support and expand infrastructure as needed, while SBS and SBS A&T will focus on building production facilities and developing content that leverages both the natural beauty of Boryeong and the global appeal of K-culture.
The agreement is already being hailed as a new model for regional K-culture projects, with expectations that it will set a standard for how local governments and major media companies can collaborate to drive economic revitalization and cultural export. The Media Park is expected to fuel a virtuous cycle: boosting local tourism, fostering the creation and global dissemination of K-content, and enhancing the cultural profile of the region. As reported by Chungcheong Times, the project is seen as a "new model for regional K-culture initiatives," integrating the strengths of both public and private sectors.
For SBS and SBS A&T, the partnership also represents a strategic expansion of their business scope. By building advanced infrastructure in Boryeong and leveraging their expertise in both content production and broadcasting technology, the companies hope to further cement their status as industry leaders. According to Daejeon Ilbo, the collaboration is part of a broader effort to "revitalize the regional economy and culture through the development of new broadcasting spaces," positioning Boryeong as a key node in the global K-content network.
Meanwhile, the impact of SBS’s creative output continues to be felt worldwide. 'Samaegi: The Murderer’s Outing' not only captivated domestic audiences but also drew significant international attention, ranking seventh in Netflix’s non-English show category during its debut week and climbing to sixth in its second week. The drama’s exploration of the possibility that children can live lives different from their parents—despite cycles of trauma and violence—struck a chord with viewers across borders. The final episode even teased a possible second season with a shocking scene: the murder of Choi Joong-ho (Jo Sung-ha), the mentor who inspired Soo-yeol to become a police officer.
Ultimately, SBS’s dual successes—in storytelling and in strategic partnerships—reflect the network’s ability to not only entertain but also innovate. Whether weaving complex tales of love, pain, and forgiveness on screen or laying the groundwork for the next generation of K-content production, SBS is helping to shape the future of Korean culture at home and abroad.
As the curtain falls on 'Samaegi: The Murderer’s Outing' and the groundwork is laid for Boryeong’s transformation, viewers and industry watchers alike are left anticipating what SBS will deliver next—on screen, and far beyond it.
