‘Don’t Buy the Seller’ (or ‘Target’) is a tightly constructed South Korean crime thriller that taps into a very modern anxiety: the vulnerability of our everyday lives in the age of online second-hand trading. Co-written and directed by Park Hee-gon, the film takes an ordinary, relatable situation and gradually twists it into something deeply unsettling.
The story centers on Su-hyun (Shin Hye-sun), a regular office worker who moves into a new apartment and purchases a washing machine through a second-hand marketplace—only to discover she’s been scammed. What begins as a small act of consumer frustration escalates when Su-hyun decides to publicly expose the seller, leaving comments that disrupt their fraudulent operations. From that moment on, her life begins to unravel.
The film excels at transforming the mundane into the terrifying. Anonymous phone calls, unsolicited food deliveries, and strangers appearing at Su-hyun’s door slowly erode her sense of safety. As her personal information is leaked and signs of intrusion appear inside her home, the threat feels invasive and disturbingly plausible. This sense of realism is where the film is at its strongest—there’s no need for elaborate gimmicks when the fear comes from situations many viewers can easily imagine themselves in.
Shin Hye-sun delivers a compelling performance, portraying Su-hyun’s transition from confident and assertive to increasingly anxious and cornered with convincing emotional range. Kim Sung-kyun adds weight to the story as well, and the supporting cast helps maintain the film’s tense momentum. Visually, the cinematography is solid and restrained, using confined spaces and subdued lighting to heighten the feeling of paranoia without drawing attention to itself.
While ‘Don’t Buy the Seller’ doesn’t necessarily reinvent the crime thriller genre, it doesn’t need to. Its strength lies in execution rather than innovation. The narrative remains focused, the pacing is effective, and the escalation of danger feels earned rather than exaggerated. The discovery of a dead body during the investigation pushes the story into darker territory, reinforcing the idea that small, everyday choices can have far-reaching consequences.
Overall, ‘Don’t Buy the Seller’ is an engaging and well-made thriller that delivers steady suspense and strong performances. It’s the kind of film that entertains while also leaving a lingering sense of unease—one that might just make you think twice before your next second-hand purchase.
