“Squid Game” was not an isolated event. Netflix data show that in 2022 more than six in ten subscribers explored a Korean title. Innovations from last year, such as We Are Dead and Woo, An Outstanding Lawyer, joined the platform’s top ten most watched non English titles in Netflix history. The question remains: why does K content captivate audiences around the world? Korean creators tap into emotions that feel universal, according to Don Kang, Vice President of Content for Netflix Korea, in a virtual discussion with European media during Berlinale. Kang emphasizes honesty with local audiences first. If a series finds resonance outside Korea, that is a welcome side effect, not the goal itself.
