Ms. Incognito

Ms. Incognito (Korean: 착한 여자 부세미) is a 2025 South Korean crime romantic drama television series directed by Park Yoo-young and written by Hyun Kyu-ri. Produced under Kross Pictures and Trii Studio, it stars Jeon Yeo-been, Jinyoung, Jang Yoon-ju, Joo Hyun-young and Seo Hyun-woo. It aired on ENA from September 29, to November 4, 2025, every Monday and Tuesday at 22:00 (KST).

Ms. Incognito
Promotional poster
Also known as	The Good Woman Bu Se-mi
Hangul	착한 여자 부세미
RR	Chakhan yeoja Busemi
MR	Ch'akhan yŏja Pusemi
Genre	Crime Romance Thriller[1] Revenge[1]
Written by	Hyun Gyu-ri
Directed by	Park Yoo-young
Starring	Jeon Yeo-been Jinyoung Jang Yoon-ju Joo Hyun-young Seo Hyun-woo
Country of origin	South Korea
Original language	Korean
No. of episodes	12
Production
Running time	60 minutes
Production companies	Kross Pictures Trii Studio
Original release
Network	ENA Genie TV
Release	September 29 (2025-09-29) – November 4, 2025 (2025-11-04)

Synopsis

A poor female bodyguard, dreaming of having a room of her own, enters into a contract marriage with a terminally ill chaebol chairman. For three months, she must change her identity and survive while evading those scheming to seize her vast inheritance.

Cast

Main

• Jeon Yeo-been as Kim Young-ran / Bu Se-mi^[2]

A bodyguard who marries the chaebol chairman to protect his fortune and uses a new name to move to a safer place

• Jinyoung as Jeon Dong-min^[3]

A single father and strawberry farm owner who begins to doubt Young-ran's identity

• Jang Yoon-ju as Ga Seon-yeong^[4]
• Joo Hyun-young as Baek Hye-ji^[5]
• Seo Hyun-woo as Lee Don^[6]

Supporting

• Lee Chang-min as Ga Seon-woo^[7]
• Seo Jae-hye [ko] as Lee Mi-seon^[8]
• Kim Jae-hwa as Butler Choi^[9]
• Lee Jin-hee as shin Jeong-hwa^[10]

Special appearances

• Moon Sung-keun as Ga Seong-ho.^[11]

The chairman of a wealthy business group who begs Young-ran to marry him to protect his fortune

Production

Development

The series was officially commissioned by KT Studio Genie, with Park Yoo-young serving as director and the script is penned by Hyun Kyu-ri, while Kross Pictures and Trii Studio managed the production.^[2][12]

Casting

From October 2024 to March 2025, South Korean news outlets reported that Jeon Yeo-been, Jinyoung, Jang Yoon-ju, Joo Hyun-young and Seo Hyun-woo were offered roles in the series and were positively reviewing them.^{[13][3][4][5][6]}

Filming

Principal photography of the series took place in 2025.^[14][15]

Release

The first images from the first script reading were released on August 26, 2025.^[16] The series premiered on ENA on September 29, 2025, airing every Monday and Tuesday at 22:00 (KST).^[11]

Viewership

Ms. Incognito : South Korea viewers per episode (millions)

Season		Episode number												Average
		1	2	3	4	5	6	7	8	9	10	11	12
	1	0.524	0.870	1.103	1.186	1.392	1.320	1.268	1.262	1.299	1.137	1.392	1.638	1.283

Source: Audience measurement performed nationwide by Nielsen Korea.^[17]

Average TV viewership ratings

Ep.	Original broadcast date	Average audience share
		(Nielsen Korea)[17]
		Nationwide	Seoul
1	September 29, 2025	2.408% (3rd)	2.301% (3rd)
2	September 30, 2025	4.015% (2nd)	3.694% (2nd)
3	October 6, 2025	4.504% (2nd)	4.309% (2nd)
4	October 7, 2025	5.068% (2nd)	4.561% (2nd)
5	October 13, 2025	5.919% (1st)	5.544% (1st)
6	October 14, 2025	5.791% (1st)	5.459% (1st)
7	October 20, 2025	5.649% (2nd)	5.086% (2nd)
8	October 21, 2025	5.604% (2nd)	5.278% (2nd)
9	October 27, 2025	5.735% (2nd)	4.961% (2nd)
10	October 28, 2025	5.119% (2nd)	4.620% (2nd)
11	November 3, 2025	6.262% (1st)	6.190% (1st)
12	November 4, 2025	7.127% (1st)	7.092% (1st)
Average		5.183%	4.842%
In the table above, the blue numbers represent the lowest ratings and the red numbers represent the highest ratings.