Netflix's Lady Dua is off to a strong global start, landing at No. 3 on the Global Top 10 Non-English TV list just three days after its February 13 release.
The series recorded 3.8 million views (calculated by dividing total watch hours by the show's runtime). It topped charts in South Korea, Indonesia, the Philippines, Thailand, Vietnam, and Malaysia, and entered the Top 10 in 38 countries including Bahrain, Peru, Colombia, Hong Kong, Singapore, Japan, and Kenya.
A Story of Desire and Reinvention
Lady Dua follows Sara Kim (Shin Hye-sun), a woman who longs to become a luxury brand herself—even if it means living a lie—and Moo-kyung (Lee Jun-hyuk), the man who tracks her ambitions.
The series has drawn praise for its tightly constructed script and unpredictable twists. Shin Hye-sun meticulously portrays multiple identities—Sara Kim, Mok Ga-hee, and Kim Eun-jae—capturing the psychological layers of a woman who repeatedly reinvents herself. As the story progresses toward its climax, her performance anchors the narrative with escalating conviction.
Production stills released on February 18 spotlighted the show's intricate visual details.
Luxury, Illusion, and the Power of Image
The fictional high-end brand "Budoir," targeting the top 0.1%, stands at the center of the drama's aesthetic. From the grand pine tree installed in the middle of the boutique to the sleek displays of signature Budoir bags, the set design amplifies themes of wealth, beauty, and vanity.
Director Kim Jin-min explained that the Budoir bag was chosen for its instantly recognizable design, embodying opulence, allure, and even superficial extravagance—all key elements in the storyline.
Costume director Jo Sang-kyung, known for Squid Game, as well as films such as Hunt and No Choice, styled Sara Kim's wardrobe. The goal was to differentiate each identity visually.
Shin Hye-sun noted, "Mok Ga-hee was styled to look rustic, Kim Eun-jae pure and elegant, and Sara Kim glamorous." Through these sharply contrasting visuals, she delivers a performance that fully carries the series' global momentum.
