From the heartwarming romance of ‘Crash Landing on You’ to the dystopian drama of ‘Squid Game’, Korean shows are dominating pop culture. The unique storytelling style and high-concept content of these shows has generated an ever-expanding loyal fanbase, which is being generously pampered by Netflix. The streaming platform has invested in South Korea’s vibrant creative ecosystem by launching more than 130 titles between 2016 to 2021 – resulting in global viewing hours of Korean shows multiplying six-fold within the past three years.
By spawning interest and conversations around these stories, Netflix has built an impressive library of engaging content for a global audience. ‘Squid Game’ went on to break viewing records in 94 countries. 95% of the show’s viewership was outside Korea, and the show became a gateway for viewers to be introduced to other content from the region. The show also made history when Oh Young Soo became the first Korean actor to win a Golden Globe Award. The platform has also diversified its Korean offerings across a broad range of genres, with some stand-out shows. The supernatural thriller ‘Hellbound’, the romantic entertainer ‘HomeTown Cha Cha’, and the sci-fi mystery ‘The Silent Sea’ have made it to the top ten rankings.
Sharing his insights, Netflix VP Content Korea Don Kang, said, ‘Most of the titles Netflix has produced as originals in recent years have been on the edgier side. Traditionally, the Korean content that has travelled outside has been mostly romantic comedy series. There is an interesting parity. We have a concrete plan of expanding the type of content produced, [and] we have several productions in line on the romantic comedy side. We are trying to get the right formula that is suitable, there has to be some uniqueness that is distinct from what we have seen on linear TV channels in terms of romantic comedies. We are trying to explore different genres. We have had great success, especially beyond Korea, with our unscripted show ‘Singles Inferno’, which was launched in December 2021. We plan to produce more unscripted series. We also have a strong slate in the film sector, showcasing the work of regionally and globally known Korean Directors in different genres. Our endeavour is to bring the best stories out on screen and get people to watch them’. The most recent addition to Netflix’s hit range of Korean shows, ‘All Of Us Are Dead’, has also received an overwhelmingly positive response from viewers.
Some of the most popular Korean series touch upon themes that are dark and gritty, which are commonly observed in Korean films. While K-dramas have long been loved by international audiences, these more recent shows have also emerged as global phenomenons. Mr. Kang explains the rising popularity of these shows, ‘Since films as a format is limited to two hours or more, many stories remain untold in that format. We have provided filmmakers the platform to tell these untold stories which earlier were restricted due to formats and commercials. ‘Squid Game’ is the best example; when director Hwang wrote it, he couldn’t get it commissioned on other services, and when we entered the market, we partnered with him and became the medium for his vision. We are giving that push to many such stories’.
The inventive premise and universal appeal of K-dramas and shows like ‘D.P.’, ‘Squid Game’, ‘My Name’, and others, has resulted in the growing popularity of Korean content within India. Actor Anupam Tripathi was a part of the ‘Squid Game’ cast, and the cast of ‘The Silent Sea’ has admitted to having their own Bollywood-like moments on set. The Hindi film industry has remade several Korean films. When asked about remaking Korean films in other languages, Mr. Kang says, ‘The answer is yes but how to execute it is a complicated process. Especially for India where the local content is strong and has a robust industry, it is sometimes a better strategy to remake a Korean story into an Indian story, and make it more relevant to the local audiences. There are a few projects that we are actively discussing with Netflix India, whether it is a remake or a spin off, there are a lot of discussions happening, but not just with India. We are in talks with the US and wherever Netflix is producing original shows.’
Netflix has announced its largest and most varied slate of over 25 Korean titles for the year 2022. These include a Korean remake of the hit Spanish Series ‘Money Heist’, new seasons of ‘Squid Game’ and ‘D.P.’, and a host of other intriguing series available exclusively to Netflix subscribers. As the interest in Korean content rises, the platform will continue to promote storytellers and showcase the best that international entertainment has to offer.
