The Time We Were Not in Love (Korean: 너를 사랑한 시간; RR: Neoreul Saranghan Sigan; lit.

For the past seventeen years they have been present for every milestone in each other's lives; but, through missed timing, a romance has never developed between them.

[10] Television director Jo Soo-won (I Can Hear Your Voice, Pinocchio) and screenwriter Min Hyo-jung (Rooftop Room Cat, Full House) were originally hired for the series.

[14] Then on May 15, 2015 Jo dropped out of the project due to "creative differences" with production company iWill Media; he returned a week later on 22 May, and a statement was released that Min had been replaced with screenwriters Jung Do-yoon (Grudge: The Revolt of Gumiho, Baby Faced Beauty) and Lee Ha-na (Cunning Single Lady).

[15] The series' first teaser trailer was released online on June 6, 2015, then taken down a few days later after its concept was confirmed to have been plagiarized from the 2014 animated short film Jinxy Jenkins, Lucky Lou.