The Korean Wave

Squid Game (2021)

In 2022, Netflix reported that 60 percent of its subscribers have watched a Korean-language show or movie (check this The New York Times article). With the rising popularity of South Korean culture, the country's entertainment has made it into the mainstream. Now the market is adapting to feed this new audience, eager for any "K-content". 

World Domination

Success didn't happen overnight. The 'Korean Wave', or Hallyu, began in the late 1990s and early 2000s, driven by South Korean government support for cultural exports, the economic need to diversify post-Asian Financial Crisis, and technological advancements like high-speed internet. The phenomenon started with the regional popularity of K-dramas in East Asia, followed by the global explosion of K-pop. The COVID-19 pandemic (2020) and the SAG-Aftra strike (2023) further boosted the global consumption, as audiences were thirsty for new and engaging content. This New York Times article explains how a country largely known for cars and smartphones became an entertainment industry powerhouse. 

Binge-Worthy Content 

Why are K-dramas so addictive? For those unfamiliar with the format, the genre transports movie-making techniques into television series. With high production quality and engaging storytelling, the structure typically ranges from 16 to 24 episodes. The binge-watching recipe often features engaging romantic elements, unexpected plot twists, stories with a strong emotional impact and beautiful cinematography that draw viewers in. 

Breaking Cultural Barriers

The absence of sexual and violent content in most K-dramas, largely due to their airing on open network channels, has contributed to their popularity in conservative countries with significant cultural differences. This has enabled the genre to gain a substantial following in nations such as Egypt, Turkey, Bahrain, the UAE, Iraq, Qatar, and Saudi Arabia (check out this study by Qatar University). 

Distribution Race 

In a THR article, Disney+ announced its commitment to offering more South Korean original content, a strategic move for any streaming service aiming to stay competitive in the market. 

Netflix is leading the K-content distribution race outside of East Asia. The streaming caught early on this tendency and"Plans total global domination, one K-drama at a time"- excerpt from thisThe New York Times article.From Seoul to ScreenHallyuhas proven to be more than a fleeting trend, as also evidenced by the growing interest in Korean content at international film festivals. Films like "The Handmaiden," "Parasite," and "Past Lives" have gained global recognition and numerous awards, demonstrating the lasting impact of Korean culture on the world stage. 

As entertainment industry members, we all have something to learn from this successful model.

Cheers, 

Duda

 (Duda Persson is a junior content manager at Malin Entertainment)