Branding in Seongsu (Korean: 브랜딩 인 성수동) is a 2024 South Korean romantic thriller mid-form series created by Choi Sun-mi, co-written by Choi and Jeon Sun-young, directed by Jun Heon-soo, and starring Kim Ji-eun, Lomon, Yang Hye-ji, and Kim Ho-young.

It is also available for streaming on Lemino in Japan, and Viki and Viu in selected regions.

It is a relationship-reversal romantic thriller set in the branding mecca of Seongsu-dong that follows the soul-swapping story of Kang Na-eon, a tough marketing team leader, and So Eun-ho, a flirtatious intern.

[3] Produced and planned by LG Uplus' content production division Studio X+U with Studio Vplus and Higround [ko] as co-producers, created by Choi Sun-mi, directed by Jung Heon-soo, who worked on Twelve Nights (2018), and co-written by Choi and Jeon Sun-young.

[17] The OST singing lineup of Branding in Seongsu — consists of Bang Ye-dam, Yoo Sung-eun, Mrch, Yoo Yeon-jung (WJSN), The Bain (Choi Bo-hoon), and Bora (Cherry Bullet) — was released through OST production company Vlending Co., Ltd. and Studio X+U social media accounts includes various styles of vocals and fresh and trendy artists, drawing expectations from music and drama fans even before the series air.