"Reborn Rich" brings a breath of fresh air to the Jaebeol milieu. The story plays with "time and space" and at the same time deals with a highly topical inssue of the time: the meanwhile flattening turbodynamics of economic developments, which as a result of the Asian crisis positioned South Korea as a pioneer of the digitization age at the top of the world. The story comes at a time when the first melancholic fatigue is spreading in the country. It is fascinating how the creative industries at this point in time cheerfully holds up a positive, optimistic, innovative blueprint (i.e. the web novel “Youngest Son in the House of Jaebeol” was followed by the film adaptation as a series).

The country's audience ratings went straight through the roof. After half the episodes they had already tripled and there was no holding back. The story hits the mark. The rights have also been generously released on international streaming platforms. The story about far-sighted, intelligent, courageous, ambitious and at the same time ruthless entrepreneurship draws wide circles and inspires worldwide. There is a lot of optimistic esprit in it, all about a spirit of growth that is actually predicted to be in danger of dying out in the form we are familiar with. In any case, lively ideas for innovation and intrepid capitalists rock the show in "Reborn Rich". Brilliant dramaturgical move: the patriarch of the very first hours of the Jaebeol meets with the young, new, digital zeitgeist. Charming. Tough. Mischievous. And in their mutual intention to increase profits far-sightedly, grandson and grandfather are one. The recipe works: relaunch and remake of the Jaebeol heroes from the very beginning. That gives hope and a good mood. Just in time.

In fact, the government actively decrees and supports innovations, subsidizes technical subjects at universities with large sums of money, cuts humanities institutes and puts 'all in' on the growth sectors. However, even though two-thirds of young people have a university education, 12.5 percent of the employable age group up to the age of 29 cannot find a job in the early 2020s. The last time the figures were so sobering was during the Asian crisis. And: society is aging. Although the gross domestic product is currently (in early 2020s) still growing, at almost 3% per year, it is far removed from the dizzying dynamics of the post-Asian crisis years and their GDP figures, which were three times higher.

South Korea's conglomerate founders still have hero status. But the proven system is exhausted. The following Jaebeol generations make life difficult for each other with inheritance disputes and live out their practically ennobled status with self-love. They have long since lost sight of promising, visionary growth, social responsibility and national well-being. New promising impulses are needed. "Reborn Rich" finds a successful form of expression for this difficult national emotional mixture.

Born into the Jaebeol Dynasty, the youngest grandson of the Soonjang Group's founder is not a spoiled Jaebeol, but an intelligent, hard-working, creative-thinking, adaptable young man who originally (before his sudden rebirth) was employed in 2022 as a CEO assistant in the service of the Soonyang Jaebeol (actually as a Senior Finance Manager) - he was not only quite smart and busy but got harassed a lot too. The founder of the company and now (in his second life) his grandfather was actually a role model for him. The ´grandson´ thus already knows his biography almost by heart. Reborn again under the Jaebeol sky he becomes a clever lawyer and investor who can hold a candle to his 'grandfather' at eye level.

(Admittedly, there is somehow also a bit of cheating, because the youngest grandson distinguishes himself with his considerable entrepreneurial genius based on knowledge from the future, which gives him not inconsiderable advantages in competition with the rest of the Jaebeol clan...)

Nevertheless, the ambitious fake Jaebeol grandson would be one that the country needs today. Socially responsible. Grounded. Visionary. Brave. WITHOUT (!) the filth of the otherwise mostly elitist Jaebeol offspring. Instead, WITH the fearless, highly motivated and visionary esprit and good/lucky timing of the first Jaebeol, who brought prosperity and prestige to the country in the people's narrative.

The issues, challenges and problems facing the Soonyang Group mirror an entertaining historical outline of South Korea's turbo-dynamic development phase, which led the country into the highly digitized consumer paradise of the last almost 2 decades. On top of that, Justitia may also take some space in her difficult fight against corrupt networks.

In "Reborn Rich" old energy meets the current moral of the times and, practically in a combative spirit of sport, struggles about the constructive economic attitude for new, forward-looking impulses. "Reborn Rich" promises plenty of fun, sanity and series enjoyment against a serious background. The poignantly portrayed grandpa-grandson dynamic is also brilliantly cast with Song Joong-ki and Lee Sung-min.

A snappy series, definitely worth watching.




-----------------------------------------

SIDE NOTE: --- Background: Asian crisis in the 1990s and the IMF in South Korea ---

The Asian crisis of the 1990s brought South Korea to the brink of national bankruptcy. Banks, as well as large and small companies had to file for bankruptcy, many people lost their jobs, their assets and their prospects.

In South Korea, however, there is significant talk of the IMF crisis. That's because people saw the tough conditions imposed by the International Monetary Fund (IMF), which amounted to massive interventions in the country's existing structures, almost as colonialist attacks - like the Japanese did back then. In fact, the IMF provided South Korea with the largest loan to date ($57 billion) to save the country from ruin. At the same time, the people, motivated collectively by patriotism, made unique sacrifices that went as far as selling their own gold in the service of national gain and the consistently disciplined renunciation of export articles. The combination of financial help from outside, internal discipline and willingness to make sacrifices as well as targeted economic restructuring measures maneuvered South Korea out of the recession at amazing speed and torpedoed the country into the unimagined prosperity (on credit card basis) of a first-class digitalized consumer society. The country is still living from this today, but the air is slowly getting out...

-----------------------------------------



PS:
Never mind the ending...
it could be this
or that
or something else,
here it is this...
quite mind blowing...
whatever...
the circle is round after all...
and the journey is the reward, isn´t it...