Squid Game was not an isolated success. Netflix reports that in 2022 more than 60 percent of its subscribers watched at least one Korean title. Two new titles from the previous year, We Are Dead and Woo, an Outstanding Lawyer, broke into Netflix’s top 10 most watched, marking a historic moment as Korean content reached new heights on the platform. The rising global appeal of K-content begs the question: why is it captivating audiences worldwide?
Netflix Korea emphasizes that its creators aim to tell universal stories through genuine emotions. Don Kang, vice president of content at Netflix Korea, explained in a virtual discussion with European media that the company does not craft shows with external reception in mind. The goal is to stay true to the work and its audience. International success is a welcome bonus, not the primary objective.
With seven years of experience in international distribution, Kang has watched the streaming revolution unfold. In the past, Western viewers had limited access to Korean cinema, mostly confined to film festivals, and K-dramas that leaned toward extended romance. Today, a series can premiere globally on the same day, becoming a global phenomenon in a matter of days. This shift is exemplified by La Gloria, Netflix’s best-performing non-English series in its first week of January 2023.
Netflix’s substantial Korean lineup for the year includes the second season of La Gloria, set to premiere on March 10, alongside new seasons of Sweet Home and DP: The Deserter Hunter. While Korean audiences often drive toward standalone franchises, Kang notes that sequels are favored when warranted by strong public interest and a compelling creative justification. The key is delivering a story that truly justifies continuation.
romance
Among notable new entries are Time Is Calling You, Behind Your Touch, Intense Love Course, and the bold Doona!, which follows an ordinary college student and a crossover relationship with a former K-pop idol. The series features industry talent and a modern take on personal connections in a global age.
survival
In drama, themes of survival and social hierarchy resurface in projects like The Monster of Old Seoul, a grand historical-fantasy set in 1945 during Korea’s liberation era, alongside newer ideas such as the post-apocalyptic Dark Knight and the through-line of Farewell World. These stories illustrate how the country blends history, imagination, and forward-looking storytelling.
thriller and drama
The 2023 lineup marked a push for new narratives and fresh storytelling techniques. Kang highlights The Masked Girl, a thriller that combines sharp social critique with cinematic language. Throughout the year, audiences can expect political dramas akin to Queenmaker and a Korean take on Borgen, a hospital drama, and a documentary series from the creators of We Are Dead called Daily Dose of Sun. True crime also makes appearances in works like In the Name of God: Holy Treason, exploring a controversial set of Korean prophets.
reality
Kang confirms a broader range of offerings is on the way, including reality programs such as Zombieverse, a survival-themed twist on the reality show format. The global appetite for diverse Korean culture remains strong, as evidenced by Physical Ability: 100 consistently ranking in the top ten of non-English language series. Netflix is actively championing a broader cultural spectrum, and the world’s curiosity continues to grow. The Berlinale hosted the world premiere of Boksoon Must Die, a film that follows a mother balancing life and motherhood with her role as a killer. Exhibitions in London’s South Kensington celebrate Korean popular culture, reflecting growing interest in the country’s creative scene. The excitement is palpable among fans and industry observers alike.
Bong Joon-ho’s early work
Following Boksoon Must Die on March 31, Netflix will release other Korean originals, including Ballerina, a femme fatale story connected to Burning, and a revenge thriller from the director of The Telephone featuring Jeon Jong-seo. A documentary titled Yellow Door: Searching for Director Bong’s Unreleased Short Film explores the earliest and rarely seen footage from the Oscar-winning director of Parasite. The platform remains committed to presenting a broad spectrum of Korean cinema, inviting audiences to discover and revisit a thousand reasons to stay engaged with Netflix’s evolving slate.