# Engineers over lawyers? Chip boom reshapes K-drama, dating market > Source: > Published: 2026-08-16 15:07:03+00:00 "Hynix almighty!" The exclamation did not come from a church, but rather a luxury clothing store in Seoul. When a clerk spotted a customer wearing a vest with the logo of chipmaker SK hynix printed prominently across it, she gave him the royal treatment. She repeatedly exclaimed "Hynix almighty!" The clerk completely changed her attitude toward the balding man in a shabby jacket, whom she had previously greeted with a mocking tone. The scene, part of an April episode of Coupang Play comedy show "SNL Korea 8," satirizes a rapidly changing social climate. The public view of engineers — men once deemed as "engineering nerds" — has transformed due to the semiconductor industry boom and massive performance bonuses that came with it. Shift in office romance settings The global chip and artificial intelligence (AI) boom has reshaped the conventions of television romance. Electronics companies are emerging as new settings for office romance, recasting engineering graduates as romantic leads. TvN drama "See You at Work Tomorrow!," which concluded last month, embodies this shift. Office romance