At the APOS media and entertainment summit in Bali, Indonesia on Wednesday, Don Kang, Netflix’s Vice President and head of Korean content, delivered a speech with a concluding tone. He came prepared with statistics from external sources emphasizing Netflix’s significant contribution to the worldwide growth of Korean content. Interestingly, his talk occurred just before the release of Squid Game Season 3, which is not only the most-watched series on Netflix but also its last installment.
Kang expressed great enthusiasm regarding the upcoming release of ‘Squid Game’ this coming Friday. Moreover, he is highly optimistic about the future success and expansion of Korean content.
Over the past few years, Reed Hastings and Ted Sarandos, co-founders of Netflix, have often discussed the company’s Asia strategy on the APOS keynote stage. However, this year, it was Kang who took center stage – a testament to how much both Netflix and Korean content have evolved over the past ten years.
If there was an underlying message in Kang’s speech, it leaned towards introspection: Where does Netflix’s journey with K-content proceed from this point? Will the extraordinary success of Squid Game, which garnered over 600 million views worldwide across its first two seasons, be considered the pinnacle of Korea’s pop culture export wave, or is it merely the start of a continuous flow of Korean blockbusters that will become essential viewing for vast global audiences?
Kang refrained from providing any clues or insights regarding potential spinoffs of the Squid Game franchise on Netflix, but he expressed optimism about the future of Korean content. He stressed that Netflix doesn’t consider Korean content as a passing trend.
As a dedicated viewer myself, I can say that Squid Game was the captivating Korean series that introduced many of us outside the APAC region to the world of Korean entertainment. Interestingly enough, since then, over 80% of Netflix members have remained hooked on Korean content. Kang recently highlighted data from a study commissioned by Netflix, which revealed that subscribers are approximately twice as eager (63% vs 36%) as non-subscribers to explore Korean shows in the future.
Kang announced that Netflix is planning to release 15 additional Korean originals during the latter half of 2025. He emphasized a few standout titles from their lineup, such as the action film “Good News,” directed by Byun Sung-Hyun (known for “The Merciless” and “Kill Boksoon”), and the eagerly awaited romantic drama series, “Genie, Make a Wish,” created by Kim Eun-sook, who has previously produced successful shows like “The Glory” and “Mr. Sunshine.” Additionally, Kang pointed out the upcoming seasons of Netflix’s reality competition series “Culinary Class Wars” and “Physical: Asia.
Originally, our concentration was mainly on Korean dramas, but now we’ve broadened our horizons significantly by delving into non-fiction programs,” Kang explained. “This diversification of genres enables us to cater to our existing fans who adore Korean content, as well as attract new viewers.
Netflix recently published a research report titled “The Impact of K-Content on Global Opinions of Korea“, which gathered data from a survey conducted by a third party involving approximately 11,500 individuals worldwide. The results highlighted the longevity of the Hallyu phenomenon: in the United States, around 78% of viewers of Korean content stated that they had been watching for over two years, with 23% having been engaged for more than five years.
International viewers most frequently favor K-dramas, with a whopping 60% choosing this genre as their top pick. This preference is closely followed by a love for romance stories, enjoyed by 54% of the viewers, while both action and comedy genres are cherished by 43% each.
The data underscores the expanding influence of South Korea’s cultural appeal. It was discovered that individuals who watch K-content are nearly twice as inclined to desire traveling to South Korea compared to those who do not. Similarly, among Netflix subscribers, the fascination with Korean culture is roughly double the average interest level within the general population.
The third season of “Squid Game” will debut worldwide on Netflix this coming Friday. The first season remains Netflix’s most-watched series ever, while the second season broke records last year for the most views in a premiere week among both series and films on Netflix, eventually ranking as the streamer’s third most popular title of all time.
Netflix is going all out to bid farewell to the franchise in a grand manner. On Saturday, a colossal Squid Game parade, jointly organized with the Seoul Metropolitan Government, will take center stage in Seoul. The parade, starting at the city’s iconic Gwanghwamun landmark and concluding at Seoul Plaza, promises appearances from stars like Lee Jung-jae, Lee Byung-hun, Yim Si-wan, Kang Ha-neul, and Wi Ha-jun, as well as creator Hwang Dong-hyuk. Netflix has labeled this parade as the most extravagant fan event they’ve ever organized.
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2025-06-25 05:24