In recent years, there has been a notable increase in the demand for feminist discourse. Furthermore, the subject of how to portray women in television dramas has also become a topic of public interest. The Korean drama ‘Reply 1988’, which has gained considerable popularity in recent years, has been identified as a significant contributor to the evolving representation of women in the media. Nevertheless, there is a paucity of research in this area. This study aims to analyse the role of women’s image design in the drama’s success, employing case studies, questionnaires and other methods to collect and investigate the data. This study collects the opinions of Chinese female viewers aged 20-50 on the female image design in Reply 1988. The findings indicate that a well-designed female image can promote the development of the drama and leave a lasting impression on the viewers. The female image design represents the external manifestation of the characters’ personalities and inner activities in the drama. Furthermore, China and South Korea are situated within the same East Asian cultural circle and share a similar cultural background, which also provides a reference point for Chinese dramas. Consequently, the female image design has the potential to enhance the popularity of the drama and exert a significant and enduring influence.
