Megaphone and Signpost: The Role of Netflix in the Internationalization of Korean Film and Television Productions

Abstract
In recent years, several South Korean film and television productions have captured worldwide attention, notably exemplified by the 2019 film Parasite, which clinched the Academy Award for Best Picture as the first non-English-language work. Among them, the original Netflix series Squid Game stands out as a representative example, reaching No. 1 on Netflix’s Top 10 lists in 94 countries. The internationalization of these works has led to further enhancement of this country’s cultural diplomacy capabilities. As one of the creators of Squid Game, Netflix seems to impact this process. However, how much of a role it has played is still up for discussion. The principal objective of this article is to evaluate Netflix’s role in the internationalization of South Korean film and television productions, because on this basis, there will be a possibility to explore the potential replicability of this successful experience in other contexts and regions. Through a combination of quantitative and qualitative research methodologies, we investigated the development of its film and television industry since 1997. Our findings highlight Netflix’s role as a “megaphone” and a “signpost” for South Korean content on the global stage. Otherwise, it’s also necessary to recognize that the well-established and mature development of the Korean film and television industry itself is also an important reason for Netflix’s surprising success in South Korean content.
References
Boram, P. (2019). Netflix’s first original Korean drama “Kingdom” unveiled to media. Retrieved from Yonhap News Agency. Retrieved from https://en.yna.co.kr/view/AEN20190121007351315
Brzeski, P. (2021). “Squid Game” Creator Hwang Dong-hyuk Talks Season 2, Show’s Deeper Meaning. Retrieved from https://www.hollywoodreporter.com/tv/tv-news/squid-game-creator-season-2-meaning-1235030617/
Cellan Jones, R. (2012). Gangnam Style hits one billion views on YouTube. BBC News. Retrieved from https://www.bbc.com/news/technology-20812870
Chen, F. & Chen, W. (2022). The East Asian Han Cultural Circle and the Origin of Ancient Culture on the Korean Peninsula. Journal of Yanbian Education College, 37(04), 48-50. Retrieved from https://chn.oversea.cnki.net/KCMS/detail/detail.aspx?dbcode=CJFD&dbname=CJFDLAST2022&filename=YBJY202204015&uniplatform=OVERSEA&v=PVNlJQBgFGUfB4QeUG8Zg0LuNmwoCyT_iEAQFWeHfMq3F2tjKTSzZXhz1q2yLItS
Choi, H. (2004). Art as a new paradigm for cultural industry development. Korean Culture & Arts Journal, 294, 22–27. Retrieved from https://www.arko.or.kr/zine/artspaper2004_01/022.pdf
Cicchelli, V. & Octobre, S. (2021). The Sociology of Hallyu Pop Culture: Surfing the Korean Wave. London: Palgrave Macmillan.
Ding, N. & Diao, J. (2022). Netflix’s Expansion Model in East Asia: Lessons for China’s Film and TV Industry. Chinese Film Market, 7, 50–54. Retrieved from https://chn.oversea.cnki.net/KCMS/detail/detail.aspx?dbcode=CJFD&dbname=CJFDLAST2022&filename=ZMSC202207010&uniplatform=OVERSEA&v=h-daHHibjHM9kVPkbyDmsaVt7Qhc1zGpKWCglPqXiyNQLqkWQBtEvD1OF6rWFTef
Don, K. (2022). The Next Wave: Netflix Unveils Korean Lineup for 2022. Retrieved from https://about.netflix.com/en/news/the-next-wave-netflix-unveils-korean-line-up-for-2022
Huat, C. B. & Iwabuchi, K. (2008). East Asian TV Dramas: Identifications, Sentiments and Effects. In B. H. Chua & K. Iwabuchi (Eds.), East Asian Pop Culture: Analysing the Korean Wave. Hong Kong University Press. https://doi.org/10.5790/hongkong/9789622098923.003.0001
Jin, D. Y. (2016). New Korean Wave: Transnational Cultural Power in the Age of Social Media. Champaign: University of Illinois Press. Retrieved from https://www.jstor.org/stable/10.5406/j.ctt18j8wkv
Ju, H. (2018). Korean Wave and Korean Dramas. https://doi.org/10.1093/acrefore/9780190228613.013.715
Kim, B. (2015). Past, Present and Future of Hallyu (Korean Wave). American International Journal of Contemporary Research, 5(5), 154-160. Retrieved from https://www.semanticscholar.org/paper/Past-%2C-Present-and-Future-of-Hallyu-(-Korean-Wave-)-Bok-rae/6c8fa05ae6ae253dc618441710bed2e8742c5098
Kim, D. (1998). Inaugural Address by Kim Dae-jung the 15th-term President of the Republic of Korea. Retrieved from https://www.hri.co.kr/upload/board/EVP199803_11.PDF
Kim, J. (2003). 2002 Korean Film Yearbook. Seoul: Communication Books. Retrieved from https://www.kofic.or.kr/kofic/business/rsch/findPublishDetail.do#none
Kim, J. (2009). 2008 Korean Film Yearbook. Seoul: Korean FIlm Council. Retrieved from https://www.kofic.or.kr/kofic/business/rsch/findPublishDetail.do
Kim, Y. (2008). Success of “Shiri” after “Titanic”... May the artwork. Edaily. Retrieved from https://www.edaily.co.kr/news/read?newsId=01200486586634912&mediaCodeNo=258
Kwak, N. & Ryu, Y. (Eds.). (2015). Hallyu 2.0: The Korean Wave in the Age of Social Media. Ann Arbor: University of Michigan Press. https://doi.org/10.3998/mpub.7651262
Kwon, M. (2011). Int’l fans visit Korea for Seoul Drama Awards. The Korea Times. Retrieved from https://www.koreatimes.co.kr/www/art/2024/02/688_93772.html
Lee, C. (2011). Remembering ‘Winter Sonata’, the start of hallyu. The Korea Herald. Retrieved from http://biz.heraldcorp.com/view.php?ud=20111230000497
Ligeng (2022). The Hallyu: The Past and Present of a Cultural Wave. Art and Design, 10, 173-176. Retrieved from https://chn.oversea.cnki.net/KCMS/detail/detail.aspx?dbcode=CJFD&dbname=CJFDLASN2023&filename=YSSE202210035&uniplatform=OVERSEA&v=bcxUlLTGbRnmb4VfqeueZi6hcECWPo1a04dUZ_MqVWMQjmGFNm-JEIxk4acZlz3r
Liu, Y. (2023). A Study of Netflix’s Innovative Strategies in the Korean Market. Journal of New Research, 14(19), 221-224. https://doi.org/10.3969/j.issn.1674-8883.2023.19.071
Ministry of Science and ICT & Korea Communications Commission. (2013). 2013 Broadcasting Industry Survey Report. Retrieved from http://wiki.commres.org/pds/CableTv/2013%EB%85%84+%EB%B0%A9%EC%86%A1%EC%82%B0%EC%97%85%EC%8B%A4%ED%83%9C%EC%A1%B0%EC%82%AC%EB%B3%B4%EA%B3%A0%EC%84%9C.pdf
Ministry of Science and ICT & Korea Communications Commission (2014). 2014 Broadcasting Industry Survey Report. Retrieved from https://kcc.go.kr/user.do?mode=view&page=A02160000&dc=60000&dc=&boardId=1022&boardSeq=40424
Ministry of Science and ICT & Korea Communications Commission (2015). 2015 Broadcasting Industry Survey Report. Retrieved from https://kcc.go.kr/user.do?mode=view&page=A02160000&dc=60000&dc=&boardId=1022&boardSeq=41923
Ministry of Science and ICT & Korea Communications Commission (2016). 2016 Broadcasting Industry Survey Report. Retrieved from https://kcc.go.kr/user.do?mode=view&page=A02160000&dc=60000&dc=&boardId=1022&boardSeq=44272
Ministry of Science and ICT & Korea Communications Commission (2017). 2017 Broadcasting Industry Survey Report. Retrieved from https://kcc.go.kr/user.do?mode=view&page=A02160000&dc=60000&dc=&boardId=1022&boardSeq=45796
Ministry of Science and ICT & Korea Communications Commission (2018). 2018 Broadcasting Industry Survey Report. Retrieved from https://www.msit.go.kr/bbs/view.do?sCode=user&bbsSeqNo=68&nttSeqNo=1444901
Ministry of Science and ICT & Korea Communications Commission (2019). 2019 Broadcasting Industry Survey Report. Retrieved from https://www.iitp.kr/kr/1/knowledge/statisticsView.it?masterCode=publication&searClassCode=K_STAT_01&identifier=02-008-191230-000002
Ministry of Science and ICT & Korea Communications Commission (2020). 2020 Broadcasting Industry Survey Report. Retrieved from https://www.msit.go.kr/bbs/view.do?sCode=user&mId=99&mPid=74&pageIndex=1&bbsSeqNo=79&nttSeqNo=3173357&searchOpt=ALL&searchTxt=%EB%B0%A9%EC%86%A1%EC%82%B0%EC%97%85+%EC%8B%A4%ED%83%9C%EC%A1%B0%EC%82%AC+%EB%B3%B4%EA%B3%A0%EC%84%9C
Ministry of Science and ICT & Korea Communications Commission (2021). 2021 Broadcasting Industry Survey Report. Retrieved from https://kcc.go.kr/user.do;jsessionid=tsRNSnCHRVFWYnzLgPAXtajQdEqNd0FyCO0pPwOj.servlet-aihgcldhome10?mode=view&page=A02060100&dc=K00000001&boardId=1027&cp=1&boardSeq=52404
Ministry of Science and ICT & Korea Communications Commission (2022). 2022 Broadcasting Industry Survey Report. Retrieved from https://www.msit.go.kr/bbs/view.do?sCode=user&mId=99&mPid=74&pageIndex=&bbsSeqNo=79&nttSeqNo=3173523&searchOpt=ALL&searchTxt=
Ministry of Science and ICT & Korea Communications Commission (2023). 2023 Broadcasting Industry Survey Report. Retrieved from https://www.msit.go.kr/bbs/view.do?sCode=user&mId=99&mPid=74&pageIndex=1&bbsSeqNo=79&nttSeqNo=3173595&searchOpt=ALL&searchTxt=%EB%B0%A9%EC%86%A1%EC%82%B0%EC%97%85+%EC%8B%A4%ED%83%9C%EC%A1%B0%EC%82%AC+%EB%B3%B4%EA%B3%A0%EC%84%9C
Netflix (2019). JTBC and Netflix sign multi-year deal to supply high-quality Korean TV series. Retrieved from https://about.netflix.com/ko/news/jtbc-netflix-ink-multi-year-deal-for-high-quality-korean-tv-series
Netflix (2021). Netflix announces lineup of upcoming shows at “See What’s Next Korea 2021”. Retrieved from https://about.netflix.com/ko/news/see-whats-next-korea-2021
Netflix (2023). Netflix Takes K-Content to New Heights with 2023 Slate. Retrieved from https://about.netflix.com/en/news/netflix-takes-k-content-to-new-heights-with-2023-slate
Netflix (2024). Top 10 Most Popular Non-English TV Shows on Netflix of All Time. Retrieved from https://www.netflix.com/tudum/top10/most-popular/tv-non-english?week=2024-02-18
Netflix (2024). Returning Favorites and Electrifying Surprises: All the Must-Watch K-Content to Add to Your List in 2024. Retrieved from https://about.netflix.com/en/news/must-watch-k-content-2024
Omar, A. (2018). S. Korean band H.O.T. to reunite after 17 years. New Straits Times. Retrieved from https://www.nst.com.my/lifestyle/groove/2018/01/330159/s-korean-band-hot-reunite-after-17-years
Pallotta F. & Kang L. (2021). Exclusive: Squid Game is Netflix’s “biggest ever” series launch. Retrieved from https://www.cnn.com/2021/10/12/media/squid-game-netflix-viewership/index.html
Parc, J. (2022). Korea’s cultural exports and soft power: Understanding the true scale of this trend. Retrieved from https://asialink.unimelb.edu.au/insights/koreas-cultural-exports-and-soft-power-understanding-the-true-scale-of-this-trend
Park, J. H. (2023). The Growth of OTT Platforms’ Investments in Korean Content and Opportunities for Global Expansion. KIET Industrial Economic Review, 28(6), 38-46. https://doi.org/10.2139/ssrn.4677552
Park, S. (2023). Netflix’s Ted Sarandos Touts the “Power of Korean Storytelling,” Says K-Content Views Are Up Sixfold. Retrieved from https://www.hollywoodreporter.com/movies/movie-news/netflix-ted-sarandos-korean-content-success-challenges-1235521499/
Planes, J.-A. & García, A.-N. (2024). Old Wine in New Bottles. Narrative complexity in the dawn of Netflix Originals (2013-2017). Communication & Society, 37(1), 1-19. https://doi.org/10.15581/003.37.1.1-19
Qian, J. (2022). Rethinking on the Concept of Film and Television Genre from Multiple Theoretical Approaches. Journal of Chongqing University of Arts and Sciences, 41(5), 39-47. https://doi.org/10.19493/j.cnki.issn1673-8004.2022.05.004
Shim, D. (2008). The Growth of Korean Cultural Industries and the Korean Wave. East Asian Pop Culture: Analysing the Korean Wave, 15-31. https://doi.org/10.5790/hongkong/9789622098923.003.0002
Song, S. (2011). Korea’s mark on an expectation-defying Iran. The Korea Herald. Retrieved from https://m.koreaherald.com/view.php?ud=20110810000745
Wang, C. (2016). The Successful Experience of the Rise of Korean Movies. Chinese Film Market, 03, 28-30. Retrieved from https://chn.oversea.cnki.net/KCMS/detail/detail.aspx?dbcode=CJFD&dbname=CJFDLAST2016&filename=ZMSC201603007&uniplatform=OVERSEA&v=NUND095u_-4Fn6iq6wpC2G4Fp6ArFVL-p-2ApyWtj3kLsQ-5da6JeMiVMTpzkUKj
Wenxia (2005). Korean Movie: The Legend of Three Men. Life Week, 2. Retrieved from https://web.archive.org/web/20070203145903/http://news.xinhuanet.com/newmedia/2005-01/06/content_2424312.htm
Xia, X. (2023). An Exploration of the Homogenisation of Different Types of Korean Series in Streaming Media –An Example of Netflix. Popular Literature and Art, 13, 105-107. https://doi.org/10.20112/j.cnki.ISSN1007-5828.2023.13.035
Xie, G. (2011). South Korea’s “cultural nation” has made the cultural industry the second largest export earner. Study Times. Retrieved from https://www.chinanews.com.cn/cul/2011/12-14/3532041.shtml
Xu, M. (2021). Research on the Locality of Korean Film Noir. Journal of Beijing Film Academy, 06, 119–124. Retrieved from https://chn.oversea.cnki.net/KCMS/detail/detail.aspx?dbcode=CJFD&dbname=CJFDLAST2021&filename=BDYX202106014&uniplatform=OVERSEA&v=oiQwNB7V2fC-tByf5nYYNAYmWMwdlRNUj2Gr7cfyYjzKJEEtTx2KoXDE3EHY1VAz
Zajonc, R. B. (2001). Mere Exposure: A Gateway to the Subliminal. Current Directions in Psychological Science, 10(6), 224. https://doi.org/10.1111/1467-8721.00154
Zhang, D., Piao, S., & Wang, Y. (2017). Korea’s Cultural State Strategy from the Angle of Soft Power. Contemporary Korea, 3, 40-57. Retrieved from https://chn.oversea.cnki.net/KCMS/detail/detail.aspx?dbcode=CJFD&dbname=CJFDLAST2017&filename=DDHG201703008&uniplatform=OVERSEA&v=WbRipRxV5XpVrZ049fnMzV_StdCJdET2kcTOOHrg4ctxWYEuVkGA0BtCM9p5VNPj
Zheng, Y. (2016). A Review of the Impact of Twenty Years of Korean Drama Introduction on Mainland China’s TV Drama Industry. China Radio & TV Academic Journal, 7, 108-110. Retrieved from https://caod.oriprobe.com/articles/48992357/han_ju_yin_jin_er_shi_nian_dui_zhong_guo_nei_di_di.htm
Section
RIGHTS TRANSFER
By submitting the article for evaluation and subsequent publication in Communicaton & Society, the AUTHOR grants exclusive economic and/or exploitation rights: reproduction, distribution, public communication, transformation/translation/creation of derivative works, and commercialisation to the University of Navarra through its Publications Service, for the maximum legal period in force -the author's lifetime and seventy years after his or her death or declaration of death-, in any country, and in any of the current and future publishing modalities, both in print and electronic versions.
In the event that the article is not accepted for publication, this transfer of rights lapses with the communication of the refusal to the AUTHOR.
The AUTHOR affirms that the article is unpublished, that it has not been sent simultaneously to another publication medium and that the rights have not been transferred exclusively previously. He is responsible to the University of Navarra through its Publications Service for the authorship and originality of his work, as well as for all pecuniary charges that may arise for the University of Navarra through its Publications Service, in favor of third parties due to actions, claims or conflicts arising from the breach of obligations by the AUTHOR.