Netflix says 80% of viewers watch K-content, 'Squid Game' Season 2 will live up to expectations

Kim Min-young, Netflix vice president of content for Asia-Pacific, introduces upcoming Asia originals set to release from later this year during Netflix's first international showcase at the Tudum Theater in Los Angeles, California, Monday. Courtesy of Netflix

Netflix held its first-ever International Showcase at the Tudum Theater in Los Angeles, California, Monday (local time). As guests entered the Netflix-exclusive theater, they were greeted by a timeline of significant foreign-language content displayed near the entrance.

Among the highlights were Korean works such as "Okja" (2017), "Squid Game" (2021) and "Physical: 100" (2023). For 2024, posters for "Culinary Class Wars" and "Squid Game" Season 2 were featured prominently, showcasing the global prominence of Korean content in Netflix's portfolio.

With 280 million paying subscribers worldwide, Netflix has cemented its place as the largest streaming platform. The International Showcase, which introduced upcoming content from Asia, Europe and Latin America, marks the first time Netflix has held such an event for non-English content.

A timeline showcasing Netflix’s popular non-English content is displayed at the Tudum Theater in Los Angeles, California. The timeline highlights Korea-produced "Physical: 100" as a standout of 2023, along with "Culinary Class Wars" and "Squid Game 2" as major works of this year. Korea Times photo by Lee Seo-hee

This milestone reflects the fact that content from non-English-speaking countries is no longer peripheral but integral to the platform’s global appeal.

Korean content stood out at the event. Bela Bajaria, Netflix’s chief content officer, cited "Culinary Class Wars" as one of this year’s standout successes, saying, "It first gained popularity in Korea, then became a massive topic online, drawing viewers from Southeast Asia, the U.S. and France."

Kim Min-young, vice president of content for Asia-Pacific, emphasized the growth of Korean content: "When I first joined Netflix in 2016, there were hardly any Korean series or films. But today, more than 80 percent of Netflix subscribers globally have watched K-content."

She pointed to the exploration of universal themes — such as "status, inequality and beliefs" — and the wealth of talented creators across various genres as reasons for the global success of Korean content.

Netflix says over 80 percent of its global subscribers watch Korean content. / Courtesy of Netflix

'Squid Game' at center of global attention

Among the more than 30 new titles unveiled at the showcase, "Squid Game" Season 2 took center stage. As the sequel to the groundbreaking Korean series that captivated global audiences, the stakes are high. Netflix has announced a simultaneous worldwide release on Dec. 26, positioning the series as its key end-of-year title.

Bajaria emphasized the immense anticipation, saying that the first season started as a Korean project but transformed into a global phenomenon. "Becoming the world’s most popular show again is an immense challenge," she said, "but I’m confident Season 2 will live up to expectations."

Kang Dong-han, Netflix's Korean content chief, stressed the importance of the sequel, "I have no doubt 'Squid Game 2' will succeed — and it must. This is not just because it's a Netflix production but because the success of a major investment like this will ensure sustained growth and funding for Korea’s creative ecosystem."

Netflix also revealed plans to release "Squid Game 3" as early as the first half of 2025, demonstrating its long-term commitment to the franchise.

Netflix confirms the third season of "Physical: 100" and will recruit participants from across Asia. The photo shows a still from "Physical: 100." Courtesy of Netflix

A robust pipeline of K-content

Netflix’s commitment to Korean storytelling extends beyond "Squid Game." Upcoming releases include "All the Love You Wish For" (written by Kim Eun-sook and starring Kim Woo-bin and Suzy), "When Life Gives You Tangerines" (starring IU and Park Bo-gum) and "Revelations" (directed by Yeon Sang-ho and starring Ryu Jun-yeol), all slated for 2025.

Additionally, the third season of "Physical: 100" will recruit participants from across Asia for the first time, further expanding the global footprint of Korean reality content.

Netflix's showcase reinforced the central role of Korean content in its global strategy, highlighting its potential to bridge cultures while ensuring sustained investment in Korean creators and storytelling.

This article from the Hankook Ilbo, the sister publication of The Korea Times, is translated by a generative AI and edited by The Korea Times.