Timing was perfect for the rise of Jung Hae In as the current K-drama It Boy with three hits in a row thanks to While You Were Sleeping, Prison Playbook, and now Pretty Noona Who Buys Me Food (Something in the Rain). It remains to be seen if the effect of his controversy at the 2018 Baeksang Awards will have any lasting effect but the episodes of Pretty Noona that aired last weekend right after the ceremony remained relatively steady in ratings. The previous episode 10 got 5.757% the prior weekend, and the most recent episode 11 brought in 5.637% and 5.520%. A teeny negligible dip for now, but if the drama drops into the 4% ratings for the remaining four episodes left it may be either audience blowback on Jung Hae In’s self-promotion in standing firm in the center spot at the Baeksang winners picture or boredom with the Pretty Noona plot as the leads deal with the usual motherly disapproval and workplace problems. Continue reading →