Netflix Korea VP Reflects on Success of “Squid Game” Season 3 Launch
With the highly anticipated launch of “Squid Game” Season 3 just around the corner, Don Kang, Netflix Korea’s VP of content, is looking back on the incredible journey that has propelled Korean content to global stardom.
Speaking at the APOS conference in Indonesia, Kang highlighted Netflix’s ongoing investment in Korean storytelling and the immense cultural impact of K-content worldwide.
Following the massive success of “Squid Game” Season 2, which garnered over 190 million views in its premiere week and ranked number one in more than 92 countries, Kang emphasized the show’s global appeal. Despite a three-year gap between seasons, the audience turnout for Season 2 was overwhelming, setting the stage for an epic finale in Season 3.
Netflix’s Korean content strategy has expanded beyond traditional series to include non-fiction shows, romantic comedies, and a growing film slate. By incorporating Korean elements into their content, Netflix aims to showcase the beauty of Korean culture to a global audience.
Contrary to popular belief, Kang revealed that Netflix’s success with Korean content is not solely driven by data but by a genuine appreciation for storytelling and collaboration with local creators. The focus remains on authenticity and supporting new talent, with 20-30% of shows featuring up-and-coming creators.
A recent Netflix study on cultural affinity demonstrates the positive impact of Korean content on global perceptions, with Netflix members showing a strong affinity for Korean culture. The study also found that K-content viewers exhibit long-term loyalty and increased interest in exploring various aspects of Korean culture.
Despite current market fluctuations in the Korean production industry, Kang remains optimistic about its long-term sustainability. He emphasized the industry’s resilience in the face of challenges and expressed confidence in its ability to adapt and thrive.
