As "Squid Game" Season 3 gears up for release this Friday, Netflix Korea’s Don Kang is looking back at an incredible voyage that has turned Korean content from a local sensation into a worldwide cultural powerhouse.
Speaking at the ongoing APOS conference in Indonesia, the Netflix VP of content for Korea outlined the streaming giant's continued investment in Korean storytelling and discussed the broader cultural impact of K-content worldwide.
"Squid Game" Season 2 saw enormous viewership figures that highlight the ongoing worldwide popularity of the franchise. In its opening week, the series attracted over 190 million views, including more than 60 million within just seven days of release. Despite being accessible for merely one week in the latter part of 2024, it emerged as Netflix’s largest series in this timeframe.
Kang disclosed, "It topped the charts in over 92 nations," adding, "Which essentially includes most of the countries where our services are available."
The three-year hiatus between seasons did not diminish the viewers' excitement. As Kang pointed out, "A large number of people showed up for Season 2." The team is currently concentrating on providing an outstanding conclusion instead of fixating on performance statistics.
Netflix’s approach to Korean content has expanded considerably beyond conventional dramas. In addition to these, they produce reality programs such as "Physical: 100" and "Culinary Class Wars," romantic comedies, and an increasing number of movies. This variety seeks to satisfy current enthusiasts of Korean content while simultaneously drawing in fresh viewers.
"These Korean shows that we do have Korean elements in it," Kang explained. "You get to watch Korean food. You get to watch the songs we sing, the places that we go to, and it really impacts the way the world sees and understands Korean culture."
Kang debunked the idea that Netflix’s popularity in Korea is due to a meticulously designed strategy. He stated, “The major misconception is that there isn’t specific data dictating which shows should be produced. It actually comes down to artistry. It involves engaging with creators and comprehending the narratives they aspire to share.”
This method emphasizes collaborating with local content producers to share genuine narratives tailored for regional viewers—a tactic that has demonstrated widespread appeal. Netflix intentionally prioritizes identifying fresh voices, ensuring that 20-30 percent of their programming includes works from emerging artists.
Kang stressed, "We concentrate on local narratives, collaborating with local content creators for our local audience." He added optimistically, "If we continue down this path, I believe there could be numerous additional successes similar to 'Squid Game.'"
A recent Netflix study examining cultural affinity highlights the quantifiable influence of Korean programming on worldwide views. According to this research, Netflix subscribers exhibit considerably more favorable attitudes towards Korean culture than those who do not use the service, demonstrating a heightened eagerness to engage with Korean goods and activities.
Over 80% of Netflix subscribers worldwide have viewed Korean content and keep seeking it out. According to the research, many K-content watchers in key regions such as the U.S., Japan, India, France, and Brazil have been doing so for at least two years, indicating sustained commitment instead of short-lived curiosity.
Netflix subscribers exhibit double the interest in viewing K-content later on when contrasted with those who do not subscribe, and they display greater involvement in various facets of Korean culture including tourism, cuisine, music, and style.
In response to worries regarding the Korean production landscape, Kang recognized the present market volatility but conveyed his optimism about the sector’s enduring strength. Recalling earlier periods when Korean content faced decreased interest from China, he highlighted how the industry came out “even stronger, offering an even wider array of narratives.”
"It’s a cycle; it rises and falls,” Kang stated. “However, I remain highly confident... this is an era when we must exercise restraint regarding expenses, yet we have managed it successfully in the past and will emerge even more robust.”
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