What's happened
As of September 3, 2025, Korean entertainment continues its global rise with Netflix's 'KPop Demon Hunters' becoming its most-watched animated film, propelled by the hit song 'Golden.' Korean dramas like 'Bon Appétit, Your Majesty' and 'My Troublesome Star' gain traction, while industry leaders call for localisation and independent financing to sustain growth beyond platform reliance.
What's behind the headline?
Korean Entertainment's Expanding Global Footprint
Korean content is no longer a niche export but a mainstream global force, as evidenced by Netflix's 'KPop Demon Hunters' becoming its most-watched animated film. The soundtrack's lead single, 'Golden,' topping Billboard charts, underscores K-pop's cultural penetration beyond music into multimedia storytelling.
Challenges Beneath the Success
Despite this momentum, the industry faces structural challenges. Heavy dependence on platforms like Netflix limits Korean creators' bargaining power and revenue share, as highlighted by the aftermath of 'Squid Game.' Experts advocate for developing Korea's own financing, production, and distribution systems to retain control and profits.
Localisation as a Growth Strategy
To sustain and expand global appeal, Korean content must embrace localisation—adapting cultural nuances, language, and casting to resonate with diverse audiences. The success of series like 'When Life Gives You Tangerines,' which tailored its title per market, exemplifies this approach.
Diverse Storytelling and Representation
New dramas such as 'Bon Appétit, Your Majesty' and 'My Troublesome Star' showcase evolving narratives, blending historical fantasy with contemporary themes, and featuring strong female leads. This reflects a broader shift toward complex, varied roles for women and more nuanced storytelling.
Future Outlook
Korean entertainment will likely continue its global ascent, but its sustainability hinges on industry reforms that empower creators and foster local-global collaborations. The growing international recognition of Korean literature and translation efforts further signal a holistic cultural export strategy.
For global audiences, this means richer, more diverse Korean content tailored to varied tastes, while creators gain greater agency and economic benefit.
What the papers say
The South China Morning Post highlights the strategic need for localisation and independent financing in Korean content, noting Song Jin's emphasis on cultural adjustments and co-production to sustain growth beyond platform reliance. It cites Netflix's 'When Life Gives You Tangerines' as a successful example of market adaptation. The Guardian celebrates the BFI Southbank retrospective on Anna May Wong, reflecting on cinema's evolving narratives. Gulf News clarifies rumors about Bae Suzy's personal life while spotlighting her upcoming Netflix series, illustrating the blend of celebrity culture and content production. The South China Morning Post's detailed coverage of dramas like 'Bon Appétit, Your Majesty' and 'My Troublesome Star' reveals the industry's narrative diversity and evolving female roles. Ars Technica and South China Morning Post provide in-depth looks at 'KPop Demon Hunters,' emphasizing its record-breaking viewership and the cultural significance of its soundtrack, particularly the song 'Golden' by Ejae, who overcame industry barriers to success. The NY Post and AP News discuss Korean-American actor Kim's career challenges and aspirations, highlighting cross-cultural storytelling and representation issues. Together, these sources paint a comprehensive picture of Korean entertainment's dynamic growth, creative evolution, and the structural challenges it faces in the global market.
How we got here
Korean entertainment has grown from domestic hits to global phenomena, driven by K-pop, film, and TV dramas. Netflix and other platforms have amplified this reach, but industry experts warn that sustainable growth requires localisation, diverse casting, and independent production networks beyond reliance on global streaming giants.
Go deeper
- How is Korean content adapting for global audiences?
- What challenges does the Korean entertainment industry face?
- Who is Ejae and why is she important to K-pop's success?
Common question
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Why Is Korean Entertainment So Popular Worldwide in 2025?
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What Are the Latest Trends in Global Entertainment in 2025?
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