K-Drama Takeover
How South Korea’s Cultural Exports Are Dominating Global Screens
By Sidra Asif
South Korean dramas, or K-dramas, have rapidly evolved from niche regional content into a global cultural force. What began as a modest form of entertainment within South Korea has become a multibillion-dollar phenomenon, reshaping global entertainment and influencing everything from fashion and beauty to cuisine and tourism. The appeal of K-dramas now spans continents, languages, and demographics, underscoring the profound cultural and economic impact of South Korea’s soft power.
One of the biggest endorsements of this growing wave comes from Netflix, which has heavily invested in Korean content. Co-CEO Ted Sarandos revealed that “more than 60% of Netflix’s 270 million subscribers have watched at least one Korean film or series,” amounting to over 162 million viewers globally. To capitalize on this momentum, Netflix has pledged a $2.5 billion investment in South Korea’s entertainment industry over the next four years. This is double what it spent from 2016 to 2022 and will fund a variety of productions, including dramas, films, and unscripted content. “South Korea now ranks among the top five content-producing countries for Netflix globally,” joining the ranks of the U.S., U.K., India, and Spain.
The foundation of this global phenomenon is rooted in decades of cultural development. K-dramas trace their origins back to 1962, when the first television drama aired in South Korea. Early content, produced by public broadcasters like KBS and MBC, was grounded in Confucian values and family-oriented storytelling. These dramas helped foster a sense of national identity and unity during South Korea’s post-war rebuilding years.
In the late 1990s and early 2000s, the South Korean government began to see culture as an exportable commodity. As part of the “Hallyu” or Korean Wave strategy, the Ministry of Culture, Sports, and Tourism funneled millions into the creative industries. This included subsidies, public-private partnerships, and global outreach initiatives. The goal was clear: “to enhance South Korea’s global image and economic standing through cultural soft power.”
The international rise of K-dramas accelerated in the 2010s with the global proliferation of streaming platforms. Services like Viki, DramaFever, Disney+, Amazon Prime, and especially Netflix made Korean content easily accessible worldwide. High production values, multilingual subtitles, and genre-blending narratives allowed K-dramas to transcend linguistic and cultural boundaries. The COVID-19 pandemic further fueled this trend. Global audiences, confined at home, turned to Korean series such as Crash Landing on You, Itaewon Class, Kingdom, and It’s Okay to Not Be Okay for emotional connection and escapism. Netflix originals like Sweet Home, All of Us Are Dead, and Squid Game reached staggering milestones. Squid Game alone amassed 111 million views in its first 28 days, becoming the most-watched Netflix series debut of all time.
The global obsession with K-dramas can be attributed to several key factors. First, their “emotionally rich storytelling” and complex characters appeal to a broad range of viewers. Whether it’s romance, thriller, or fantasy, K-dramas masterfully blend genres, offering something for everyone. Their visual storytelling is equally compelling. Meticulous cinematography, fashionable wardrobes, and elegant styling turn each episode into a showcase of contemporary Korean aesthetics. Iconic looks from shows like My Love from the Star and Descendants of the Sun have influenced fashion trends far beyond Asia.
Culturally, K-dramas resonate deeply with audiences by portraying universal themes through a distinctly Korean lens. Elements such as filial piety, communal meals, respect for elders, and personal sacrifice not only educate international viewers about Korean culture but also create emotional connections based on shared values. A particularly appealing feature for many international fans, especially women, is the portrayal of male leads. These characters often exhibit high emotional intelligence and respectful behavior, “challenging Western romantic stereotypes and offering a refreshing model of partnership.”
But K-dramas are more than storytelling, they are a powerful economic engine. Their global success has created a ripple effect across several industries. The “Korean consumption effect” refers to the phenomenon where exposure to Korean content drives international demand for Korean products and experiences. The K-beauty industry, for instance, has grown to over $10.2 billion USD in 2023, thanks in large part to its frequent appearances in dramas. Similarly, Korean cuisine has seen a global surge in popularity. Traditional dishes like kimchi and bibimbap, showcased on-screen, have helped propel food exports to a record $12 billion, a 15.5% increase in just one year.
Tourism has also benefited immensely. Iconic filming locations from shows such as Winter Sonata and Goblin have become pilgrimage sites for fans. In 2022, the Korea Tourism Organization noted that “over 80% of foreign visitors cited Korean pop culture as a major motivation for their trip.” Education is another area of growth. Korean language courses have seen a 50% rise in global enrollment since 2019, driven largely by fans eager to connect more deeply with their favorite content.
As South Korea moves forward, it is positioning itself not just as a cultural influencer but as a major player in the global digital economy. Analysts project that the worldwide K-content industry could surpass $35 billion by 2030. The country’s success in this domain stems from a strategic combination of “state support, global collaboration, high production standards, and an intuitive grasp of audience emotions.”
From Seoul to Los Angeles, from streaming platforms to skincare routines, the influence of K-dramas continues to expand. What started as localized storytelling has become a global takeover. And if current trends are any indication, South Korea’s cultural exports are not just riding a wave, they are shaping the tide.
