Hong Du-sik () widely recognized by his nickname Hong Banjang (), is a fictional character that has been featured as the main lead in two different productions: one film and one series. He was first created by screenwriters Kang Seok-beom and Shin Jeong-goo for the 2004 film Mr. Handy, Mr. Hong, where he was played by Kim Joo-hyuk.
Hong Banjang was later reimagined for the 2021 series Hometown Cha-Cha-Cha, adapted from the original by screenwriter Shin Ha-eun, and portrayed by Kim Seon-ho. Coproduced by Studio Dragon and GTist, this 16-episode miniseries ran from August 2021 until October 17, 2021 on tvN on Saturdays and Sundays at 21:00 (KST). It is also available for streaming on Netflix.
Kim Joo-hyuk first played Hong Du-sik in the 2004 romantic comedy Mr. Handy, Mr. Hong. Known as "Hong Banjang" (Chief Hong), the character works as a "fixer" performing manual labor in his hometown. The film follows the romance between Hong and Yoon Hye-jin (Uhm Jung-hwa), a dentist from Seoul. Much of the plot relies on the comedic tension of Hong appearing to rescue Hye-jin whenever she encounters trouble.
Kim Seon-ho portrays the character in the 2021 television series Hometown Cha-Cha-Cha. While maintaining the core "enemies-to-lovers" dynamic with dentist Yoon Hye-jin (Shin Min-a), this remake expands the character's internal life. Screenwriter Shin Ha-eun introduced a significant sub-plot regarding a mysterious five-year period following Du-sik's university graduation. This adaptation delves into his psychological trauma and survivor's guilt, framing his community service not just as a job, but as a path toward emotional recovery.
The character Hong Du-sik or Hong Banjang (Chief Hong), was originally created by screenwriters Kang Seok-beom and Shin Jeong-goo for the 2004 film Mr. Handy, Mr. Hong. The film's full Korean title, , holds the record for the second-longest title in South Korean cinema history. This title pays homage to the Japanese anime Astroganger, establishing Hong Banjang as a neighborhood hero who arrives whenever help is needed. His "can-do-everything" trait frequently earned him comparisons to MacGyver.
When writer Shin Ha-eun was approached for the 2021 television remake, she initially hesitated. She viewed the character of Hong Banjang as iconic that it felt like a proper noun, expressing concern that a remake could tarnish the reputation of the original film or the legacy of actor Kim Joo-hyuk. She shared a personal connection with Kim, who had starred as the lead in her first miniseries, Argon. The decision to proceed came while she was re-watching the original film; Shin became intrigued by the creative "what-if" scenario of placing a character like Hong Banjang into the year 2021. Identifying the original film's lack of supporting characters as an opportunity, Shin filled the "empty spaces" of the narrative by creating an ensemble of 16 residents in the fictional village of Gongjin, each with a name and backstory. Combined with a modernized characterization of Hong Banjang, this allowed the remake to establish its own identity while maintaining the spirit of the original work.
Hong Du-sik earned the title "Hong Banjang" through six years of service as the village chief of his seaside hometown. Although he possesses over 20 professional licenses, including real estate agent and electrician licenses, he keeps his services accessible at a flat rate of 50,000 KRW per day. This casual attitude extends to his social life; in the film, he speaks to Hye-jin in banmal simply because he is 31 years old in Korean age, one year her senior.
In the series, Du-sik served as banjang for three years for Ban 1, Tong 5, in Gongjin-dong, Cheongho City, receiving a semi-annual bonus of 50,000 KRW. Similar with the film setup, he holds an extensive collection of professional licenses including but not limited to: plumbing, electrical work, and being a barista. He supports himself through odd jobs, charging the 2021 minimum wage of 8,720 KRW per hour. In his free time, he enjoys surfing, photography, and brewing. He uses banmal with all village residents regardless of age or status.
His background varies by adaptation. In the 2004 film, Du-sik is an orphan whose parents died in a car accident. He was raised by an elderly shopkeeper who owned the village rice store. His residence is a former rice warehouse with a large metal door, a space he renovated himself. The 2021 drama specifies he was born on July 24, 1987, making him one year older than Hye-jin. He was raised by his grandfather, a fisherman and sesame oil seller after his parents' deaths. His grandfather suffered a heart attack during Du-sik's middle school years while Du-sik was attending a World Cup viewing event. After his grandfather's death, the residents of Gongjin, led by Kim Gam-ri, cared for him. He resides in his grandfather's house, a self-renovated hanok, located near a red lighthouse.
Both versions mention that Du-sik graduated from Seoul National University, with the drama specifying a mechanical engineering degree. This academic background contrasts with his current lifestyle, and the mystery of his "missing years" after graduation sparks rumors among local residents. This period lasts three years in the film and five years in the drama. The latter eventually attributes his absence to a career in Seoul and a traumatic accident that caused psychological distress, leading to his return to Gongjin.
Du-sik's fear of losing loved ones is symbolized by a fishing boat that belonged to his grandfather. Despite the boat no longer sailing, Du-sik spends his free time carefully maintaining it. While the film keeps the boat near the shore, in the drama, Du-sik spends a small fortune to move it to a hilltop. This allows the boat, named Soon-im after his grandmother, to "rest" with a view of the ocean.
The relationship between Hong Du-sik and Yoon Hye-jin follows an "enemies-to-lovers" dynamic. The story begins when Hye-jin, a dentist from Seoul, opens a clinic in the seaside village and repeatedly encounters Du-sik during crises. At first, they refer to each other as "Dentist" and "Hong Banjang" instead of using their own names, creating a bit of distance while still keeping things friendly without getting too personal too fast.
The film focuses on the bickering between the couple, which ultimately bring them closer together. Despite this, Du-sik rejects Hye-jin's love confession, leading her to return to Seoul. However, after attending a high-society event in the city, she realizes her true feelings for Du-sik. With her feelings for Du-sik finally clear, she encourages him to take his grandfatherâÂÂs boat back out to sea.
By contrast, the 2021 drama series emphasizes the village of Gongjin as a community. Du-sik acts as a bridge for Hye-jin, helping her earn the villagers' trust and find her place among them. Unlike the film, Du-sik accepts Hye-jinâÂÂs confession, and the two begin a relationship. Their bond is later tested when Hye-jin learns about his hidden past from third party. Giving Du-sik the space he needs is exactly what their relationship requires. Once he finally opens up about his past, the two of them are able to move forward together. In the final episode, during a pre-wedding photoshoot, Hye-jin asks Du-sik to add her name on his grandfather's boat, symbolizing her becoming part of his family.
On October 10, 2003, it was announced that Kim Joo-hyeok had been cast in a lead role in Mr. Handy, Mr. Hong. It was also reported that the filming will start on October 25, 2003. Produced by Zenith Entertainment, the film was the directorial debut of Kang Seok-beom and the screenplay was written by Kang and Shin Jung-goo. Kim Joo-hyuk expressed his initial surprise regarding his casting:<blockquote>"At first, I wondered why the director gave me the script. I've never lived in the countryside, and all the roles IâÂÂve played so far have had a strong city person vibe. I tried my best to look like a country bumpkin, but to be honest, my biggest regret is that I couldn't completely shed my city person vibe as Hong Banjang."</blockquote>
In another interview, Kim confessed that he questioned his casting, believing the role of Hong Banjang was a "perfect fit" for Im Chang-jung. In November 2003, it was reported that Kim Joo-hyuk was taking private guitar lessons. He was tasked with singing two songs while playing the guitar in scenes where Hong Banjang fills in as a singer, despite having no prior experience with the instrument. He noted that the process was difficult, stating, "I started learning guitar a while ago, but since it's my first time, my fingers hurt. I have to get better..." Kim covered "You in my arms" by Yoo Jae-ha and "With the mind to forget" by Kim Kwang-seok in the film, with the latter was included in the soundtrack album.
Plans to adapt the film Mr. Handy, Mr. Hong into a drama series were first announced on December 21, 2020, under the working title Hong Banjang. The adaptation was written by Shin Ha-eun with Kim Seon-ho being offered the lead role. On April 2, 2021, it was officially announced that Yoo Je-won would direct the drama. Kim Seon-ho also confirmed as Hong Banjang.
Later, Kim Seon-ho commented on the unique appeal of the script and setting:<blockquote>"When I first got the script, each and every phrase was so pretty to me. I wanted to appear a bit ordinary to others. My actor friends said that it was like watching a stage play after tuning in to the drama. Gongjin Village is the stage and the citizens appear in it, simply existing and interacting with each other. The script didnâÂÂt really say much, but as an actor, I thought that it is already a blessing to simply exist [against the background setting] like this. Drama characters usually run towards their respective goals, in order to achieve and gain something in the process. However, in Hometown Cha-Cha-Cha, the villagers are kind to new people in town and even give advice to them, including the newcomers into their lot. There is no special event to be shown, just people living their daily lives in the small town. I have always wanted to do something like this."</blockquote> To prepare for the role, Kim Seon-ho also took on various private courses, including learning how to surf and making coffee as a barista. He also practiced playing the guitar in order to cover "Old Love" by Lee Moon-sae in the drama.
Kim Joo-hyuk's portrayal of Hong Banjang in the original film, Mr. Handy, Mr. Hong, his first leading role, is frequently cited as a career-defining performance. Though the film itself wasn't a major box-office success, Kim was widely considered perfectly cast, with critics noting his performance relied more on personal charisma and warmth. Kim Du-chan, the film producer, praised Kim Joo-hyuk, calling him "the best romantic comedy actor," dubbed him as "Korea's Hugh Grant." In a 2017 posthumous survey, Hong Banjang was voted as his most memorable role.
Kim Seon-ho's performance as Hong Banjang in Hometown Cha-Cha-Cha also garnered positive reviews, with Matt OâÂÂNeill praising his chemistry with Shin Min-a "is akin to that of Julia Roberts and Richard Gere in Pretty Woman." Han Su-jin, writing for Ize, noted that "while Kim Joo-hyuk's Hong Banjang is an upright pine tree, Kim Seon-ho's is more like a sweet-smelling fruit tree.
During the drama's run, Kim Seon-ho secured first place in Good Data's "Drama Performer Buzzworthiness" list from the fourth week of August to the fourth week of September, and ranked second in the fifth week of September 2021. In September 2021, Kim topped the Korean Business Research Institute's brand reputation ranking index. In 2021 Gallup Korea's year-end poll, he was named Television Actor of the Year. On April 18, 2022, the results of The 2021 Big Data Utilization Hallyu Market Research were announced. This report, published by the Ministry of Culture, Sports and Tourism and The Korean Foundation for International Cultural Exchange (KOFICE), analyzed the current status of the Korean Wave by collecting and analyzing real-time global online reactions. Hometown Cha-Cha-Cha, and Kim Seon-ho was among the most searched and prominent keywords related to K-drama in the report. He later won the Outstanding Actor Award in 2022 Seoul Drama Awards.
Aired concurrently tvN and Netflix from September to October, Hometown Cha-Cha-Cha drew both domestic and international viewers. With peak ratings of 13.322%, it became one of the highest-rated series in Korean cable television history. Furthermore, it ranked among Netflix's most-watched non-English shows, spending 16 weeks on the non-English Top 10 list and reaching the Top 10 in over 20 countries. It also remained on the global Top 10 for more than two months after its finale.
Scriptwriter Shin Ha-eun has described "Hong Banjang" as an iconic character and part of actor Kim Joo-hyuk's legacy, noting that the name now functions as a proper noun. Since the film's release, the character has become an archetype for community leaders who address the everyday problems of local residents. Media outlets frequently apply the moniker to real-life figures dedicated to community service.
The "Hong Banjang" concept has also influenced public discourse regarding social welfare. During the 10th Social Economy Joint Forum in 2016, hosted by the National Social Solidarity Economy Local Government Council, the term was used to describe intermediate support organizations. These entities, such as Social Economy Support Centers and Village Development Support Centers, are viewed as modern anchors for community development.
Following this conceptual shift, multiple South Korean local governments formally adopted "Hong Banjang" as an official name for welfare initiatives. In 2015, the Donui-dong district of Jongno-gu launched "the Village Butler Project Donui-dong Hong Banjang." This initiative provides services such as large-scale laundry, home repairs, and hospital accompaniment for vulnerable groups. This was followed in 2019 by the Saetdeul Village Project, which employs village butlers titled "Hong Banjang" to assist with moving and gardening in shantytown communities. By 2023, Seoul's Gangseo District established the "OK! Hong Banjang Residential Complaints Mobile Team" to offer mobile home repair services to socially vulnerable residents.
Similar programs have expanded to regions outside of Seoul. Yeoju City's Happy Village Management Office designated its village guardians as "Hong Banjang," focusing on home visitations and minor household repairs for vulnerable populations. Several other cities have branded their programs specifically as "Our Neighborhood Hong Banjang" (ì°리 ëÂÂë¤ ÃÂÂë°ÂìÂÂ¥). In Suwon, the Gyeonggi Happy Village Management Office in Haenggung-dong deployed village guardians under this name to offer services in high-risk areas, including childcare, elderly care, and community monitoring. Gunsan City launched its "Our Neighborhood Hong Banjang Mobile Social Welfare Program" in 2023. By 2024, the program had assisted 210 households through local councils and has since been recognized as a model for strengthening local welfare.
Sacheon City's Dongseo-dong Administrative Welfare Center introduced a "Our Neighborhood Hong Banjang". This include laundry service specifically for elderly and disabled individuals, and following a 2023 pilot, the city expanded this resident-driven system to 14 districts. This program utilized 110 community activists to address welfare blind spots and contributed to the city's recognition in the Gyeongnam Integrated Care Evaluation.
The character Hong Du-sik, a well-educated man who returned to his hometown, as well as serving his community as Hong Banjang, represents a widespread societal yearning for a simpler life away from urban stress. His reliable nature serves as a symbol of successful integration and contribution to the local community, driving the trend of returning to fishing villages. To cater to this growing interest, have been established across the country, offering fundamental training in fishing and aquaculture. Admission to these schools is highly competitive, with some programs experiencing application rates as high as 11:1. This new wave of aspiring fishermen are mostly in their 20s and 30s and coming from diverse backgrounds, including programmers, bankers, and chefs, often seek a fresh start after experiencing job loss or burnout in the corporate world.
Successful returnee Jang Bu-geun emphasized the critical importance of integrating with the established village community. Much like the example set by the character Hong Du-sik (Hong Banjang), active participation in village events and assisting with communal tasks is essential for gaining acceptance. However, the primary practical challenge for newcomers is securing . As Kim Deok-hyeon, director of the Gyeongsangnam-do , pointed out, boat spots are often controlled by established community rights, making them difficult for outsiders to obtain. To help ease these specific challenges, the Ministry of Oceans and Fisheries of South Korea revamped its existing website, relaunching it as the "Return to the Seaside Village Comprehensive Information Platform" in December 2021. This platform consolidates information from support centers and , providing essential details on available support programs and educational opportunities for prospective residents.
Several literary works featured in Hometown Cha-Cha-Cha experienced a surge in sales following their appearance. After Hong Du-sik recited Kim Haeng-sook's poem "The Gate Keeper," the 2014 poetry collection Portrait of Echo became a bestseller seven years after its release. By the second week of October 2021, the book reached second and third place on the poetry charts of Kyobo Bookstore and Yes24, respectively. The Korean translation of Henry David Thoreau's Walden, shown being read by Du-sik in episode 2 and quoted in a promotional clip,' rose to 11th on the Yes24 essay bestseller list. Yes24 reported sales increases of 3,257% for Portrait of Echo and 369% for Walden following their inclusion in the series.
Yael Yuzon, frontman of the Filipino rock band Sponge Cola, composed the song "Hometown" after being inspired by the central romance of the series. Yuzon described the track as a "balance of light and weight," having considered alternative titles such as "Penguins and Polar Bears." The song is his second work influenced by a series featuring Kim Seon-ho, following the 2020 track "Siguro Nga," which was inspired by the character Han Ji-pyeong from Start-Up.
The 2004 film Mr. Handy, Mr. Hong was filmed on Jeju Island. A primary location was Beophwan Village in Seogwipo, situated on Course 7 of the Jeju Olle Trail. This 1.3 km coastal segment between Beophwan Port and World Cup Road provides views of Beomseom Island. These locations have since become tourism destinations for fans of the film and the lead actor, Kim JooâÂÂhyuk.
While the original film established a baseline for location-based interest, the 2021 drama Hometown Cha-Cha-Cha resulted in a more extensive set-jetting tourism in Pohang. Filming locations became a frequent addition to travel itineraries, reportedly revitalizing the local commercial district and economy.
One notable example is Sabang Memorial Park in Heunghae-eup, Buk-gu, Pohang, which features Hong Du-sik's boat on Mugeunbong Peak, often referred to by visitors as Kim Seon-ho's boat. According to Choi Young-moo of the Pohang City Tourism Marketing Team, daily visitors to the park increased from 500 on holidays to between 3,000 and 4,000 after the series aired.
Cheongha Market underwent a similar transition. Originally a quiet hub of 25 shops operating on a five-day cycle, it was rebranded as Cheongha Gongjin Market after the fictional hometown in the series. The market now features several permanent sets, including the Squid Statue, Bora Supermarket, and the "Coffee by Day, Beer by Night" café.
These local developments were further integrated into national tourism campaigns by the Korea Tourism Organization (KTO). Following the broadcast of Hometown Cha-Cha-Cha, they partnered with Studio Dragon and LG U+ to create virtual reality content showcasing the drama's locations, made available on the LG U+ XR platform, U+DIVe, since November 24, 2021. In the same month, they also showcased the drama's filming locations on their Visit Korea website, as part of a K-Drama tour destination. In February 2023, Cheongha Gongjin Market was included in a 2023 "Hallyu Pilgrimage" promotion, highlighting 53 locations across South Korea.
To sustain this interest, Pohang City invested 1.3 billion won between 2023 and 2025 to upgrade infrastructure at these landmarks. Improvements included new parking facilities, an international visitor lounge featuring the drama-themed mural, and a renovation of the Squid Statue, which was formally inaugurated on February 27, 2025 by the mayor of Pohang. Under the slogan "Pohang, a City Like a Drama," the city aims to reach 10 million annual visitors by leveraging its kdrama former filming sites.
The series also contributed to tourism in Yangju, where the Chang Ucchin Museum of Art was featured in episode 12 as one of dating spot of Du-sik and Hye-jin. Following this episode, officials noted a rise in inquiries about the museum, attracting viewers drawn to its unique architecture and natural surroundings.