Agent Kim Reactivated concluded on a high note with a satisfying good-versus-evil ending. The SBS Friday-Saturday drama recorded a nationwide rating of 23.0%, with a peak of 27.1%, setting a new record as the highest-rated 2026 miniseries. However, viewers were divided over one aspect of the finale, with many expressing disappointment over the heavy concentration of product placements (PPL) during the final episode.

The final episode, which aired on July 25, saw Manager Kim (played by So Ji Sub) risk his life in one last operation to bring the villains to justice. The corruption and illegal dealings surrounding Juhak Construction were fully exposed, while Joo Kang Chan ultimately paid the price for his crimes, delivering a satisfying conclusion where justice prevailed. The ending also showed Manager Kim beginning a new chapter in his life, leaving viewers with the impression that a second season could be on the horizon.

After premiering with a 9.5% rating, Agent Kim Reactivated quickly gained momentum through positive word of mouth and surpassed the 20% mark by its fourth episode. The drama maintained the No. 1 spot in its time slot for 10 consecutive episodes until the finale. Its fast-paced storytelling, strong performances, emotional focus on family, and rewarding justice-driven plot earned widespread praise from viewers.

However, the atmosphere surrounding the finale was noticeably different.

During the final 20 minutes of the episode, viewers were met with a series of product placements featuring caffeinated candy, automobiles, a conveyor-belt sushi restaurant, an eyewear brand, and more. Many complained that the frequent advertising disrupted the emotional flow of the story. In particular, the caffeinated candy that had appeared throughout the series became even more prominently featured in the finale, drawing criticism from audiences.

Following the broadcast, online communities and social media were flooded with reactions such as, “The last 20 minutes felt like one giant PPL festival,” “It was like watching 30 minutes of commercials,” “The cars and eyewear store all appeared at once,” and “The ending was good, but the advertisements completely broke the emotional immersion.”

One viewer commented, “The ending was satisfying, but this kind of excessive PPL is typical of terrestrial TV dramas,” while another wrote, “If this had been a Netflix original, it would have been much easier to stay immersed.”

Others defended the production, saying, “Considering the realities of TV production, the PPL was understandable,” “There were a lot of advertisements, but I was still satisfied with the ending,” and “It was an enjoyable drama from start to finish.”

The controversy has also sparked renewed discussion about the production environment for Korean terrestrial dramas. Broadcasters rely heavily on advertising revenue and product placement to cover production costs, making a certain level of indirect advertising almost unavoidable. In contrast, OTT originals on platforms such as Netflix typically receive a larger share of their production budget directly from the platform itself, resulting in fewer obvious product placements that are often integrated more naturally into the story.

As a result, some viewers expressed hope that a potential second season would be produced for an OTT platform instead. Comments included, “With this level of quality, Season 2 deserves to be made for OTT,” and “If they could keep the fun of a terrestrial drama while reducing the PPL burden, it would be perfect.”

In the end, Agent Kim Reactivated will be remembered as one of this year’s most satisfying justice-driven dramas and one of its biggest ratings successes. Nevertheless, the heavy concentration of product placements in the final episode left a lingering sense of disappointment. If Season 2 becomes a reality, many viewers are already eager to see which platform will produce it and how it will return.

Sources: Daum