The success of “Squid Game” Season 3 on Netflix has not only broken records globally but has also highlighted the importance of a local-first philosophy in content creation. Don Kang, Netflix Korea’s content chief, has been a strong advocate for this approach, emphasizing the value of local teams working on local stories with local creators for local audiences.
In an interview with Variety, Kang expressed his surprise at the show becoming Netflix’s number one globally. He credits this success to the focus on authentic storytelling rather than trying to appeal to a broad, global audience. Kang believes that stories resonate best when they are rooted in the culture and experiences of the creators.
Despite the immense global success of “Squid Game,” Kang sees no creative risk in continuing to work with emerging filmmakers. He believes that new stories are essential for keeping audiences engaged and is committed to supporting new talent in the industry.
One such project that has emerged from this approach is “Lost in Starlight,” a feature animation by director Han Ji-won. Kang highlighted the scarcity of adult-targeted Korean animation and saw an opportunity to support Han in her first major animation project.
Netflix’s emphasis on nurturing new talent extends beyond animation to live-action projects as well. Directors like Kim Tae-joon, known for “Wall to Wall” and “Unlocked,” are being supported by Netflix in their endeavors.
Kang has observed a significant transformation in Korean production quality due to Netflix’s global standards. The platform’s approach to extensive pre-production planning and robust post-production work has raised the bar for Korean content creators.
While vertical video content is gaining popularity globally, Kang remains cautious about jumping into this format. He believes that the evolution of content formats should happen naturally and looks forward to seeing how it develops.
For now, Kang’s focus remains on empowering local creators to tell authentic stories that resonate with audiences at home and abroad. The success of “Squid Game” Season 3 has only reinforced the importance of this approach, and Kang and Netflix Korea are committed to building on this foundation for the future.
