Some researchers say K-dramas provide “a significant counterflow” to Western pop culture.
But what is the secret sauce that turns K-dramas into global blockbuster hits? And what does the future hold?
The short answer is this: like a good K-drama script, the explanation is complex. Experts argue it comes down to great storytelling. It needs to cross borders and connect with audiences, especially women. Global streaming platforms have played a vital role. They bring Korean series to viewers who might not discover them otherwise. Digital platforms give you access to various options. You can enjoy international entertainment or play at an online casino NZD from anywhere in the world. This fast, platform-driven growth has limits. If South Korea’s creative industry isn’t careful, it might harm its own success.
‘Just good’
Areum Jeong, a K-pop expert and new assistant professor at Arizona State University, noted that K-dramas lack a single formula for their global success.
Instead, she told Al Jazeera, a set of factors is driving this wave.
They include:
- Sociocultural issues wrapped in an entertaining story.
- Skillful acting and design
- An accessible platform for millions to view.
- A message that resonates with the audience.
Gi-Wook Shin, head of the Korea Program at Stanford University, says these shows succeed because of one thing: good storytelling.
Shin claimed that the storytelling in K-dramas is what makes them so potent. He noted that Korean creators address meaningful topics that engage viewers.
Many shows have themes that everyone can relate to. They appeal to viewers worldwide, even when focusing on specific aspects of Korean culture and society.
The language barrier in films can be crossed by the use of character-driven, human narratives. This is experienced in both K-dramas and K-cinema. Parasite made history in 2020 by becoming the first non-English film to receive the award for Best Picture at the Oscars. The success of the film was attributed to its sharp narratives. The film explores inequality, poverty, and the struggle of the poor. K-dramas offer a diverse range of topics that appeal to both local and international viewers.
“Korean cultural content’s success varies by region,” Shin told Al Jazeera. It might be a social and cultural link in India or Latin America. These places are traditionally conservative and face rapid change. “Conservative nations with traditional values are Korea, Turkey, and some countries in the Middle East,” Ross explained. ” The US is becoming more diverse. It values different cultures and experiences. K-dramas provide a glimpse into this diversity.”
Squid Game presents a harsh commentary on late capitalism. The Glory is Netflix’s fifth-most-watched non-English series. The series sheds light on bullying in schools, especially in South Korea. All of Us are Dead, ranked fourth on this list, shows a zombie virus spreading at a high school. Extraordinary Attorney Woo, ranking seventh, revolves around an autistic lawyer. She struggles with everyday social interactions. Yet, in her profession, she excels. Her emotional understanding surpasses that of other lawyers.
Noh says creators are always trying new ideas. This is similar to how viewers look for their next favorite show.
The Gaze and The Look
K-dramas are unique. They have a special way of telling stories. This sets them apart, even with their global appeal and variety. This sets them apart from rivals like US soaps.
Korean rom-coms have become a hit around the world. They connect with female audiences by showing love and life from a woman’s perspective. This makes them different from shows in places like America, according to Shin.
Noh shared a sentiment: “Romance series are popular worldwide. They focus on the female gaze. In contrast, Hollywood tends to prioritize the male gaze,” she told Al Jazeera.
In some ways, that is not surprising. Most scriptwriters in the Korean drama industry are women. They work on shows in many different genres. Some reports state that almost 90 percent of screenwriters in Korea are female. Comparison: Only 27 percent of directors, writers, and other production personnel in the U.S. are female.
Shin also stressed the importance of good visual presentation in the popularity of K-dramas in the international community. “They’re fun to look at, and they pay attention to aesthetic details in a way that American series generally do not.” The costumes of the guards, players, and Squid Game were cited.
These costumes became very popular. They have taken over Halloween for two years now since the series started.
The quality of productions is set to rise as global investors are eager to fund K-dramas. “The industry is on the rise, and production companies are increasing in size,” Noh shares. “And it’s a very vibrant, creative industry. It’s also very competitive, which is another reason why these productions look so good.”
But those efforts fade next to the new leader changing K-dramas: Netflix.
The Road Ahead
So will the Korean wave rise and then fade? This question has been asked before.
In the mid-2000s, K-dramas lost momentum after facing backlash in major markets. Some public figures in China labeled Korean shows as a cultural threat. They urged audiences to choose local content instead.
But the wave returned in 2009, stronger and more flexible. This new phase, known as Hallyu 2.0, leveraged the internet and social media. It moved away from traditional TV. Streaming, subtitles, and shared clips made it easy for Korean shows to reach fans everywhere.
The industry has faced challenges since then. Political tensions with Japan and China hurt exports. Additionally, the COVID-19 pandemic halted production worldwide. Yet each time, Korean dramas adapted and recovered.
The recent global success of Korean entertainment proves its strength. It can adapt and reinvent itself when needed.
“The Korean Wave didn’t start in a vacuum. The industry has been making unique content for over thirty years,” said Jeong.
“As South Korea’s cultural products take the world by storm, there is also much to talk about,” said Jeong. How can South Korean workers make gender, race, and sexuality more inclusive? We need more stories that focus on social minorities. The industry should also be more aware of discussions on cultural appropriation and racism.”
The K-pop industry shows a darker side of Korean entertainment. This could impact Korean dramas, but probably not as much, Shin suggested. Entertainment agencies often exert heavy control over young performers, some of whom enter the industry at a very early age. They face sexualization early in life. Sometimes, they can’t even date or voice their opinions on global issues, he said.
Shin said that the 18 to 22 months of mandatory military service for men in South Korea affects entertainers’ careers.
Shin says both the K-pop and K-drama industries have a limited view of beauty. They also lack respect for diversity.
“In South Korea, the definition of attractiveness is very strict. This is a sharp contrast to the West, where people embrace different skin colors and body shapes,” he said. K-dramas might lose their global charm if they stick to one strict beauty standard. This could alienate diverse audiences who don’t fit that mold.”
Shin noted that Korean dramas are becoming more inclusive. He pointed to Extraordinary Attorney Woo as a key example.
Yet, he believes, “the industry might still enjoy thinking about how it can develop along these lines.” In K-dramas, gay characters are still uncommon. In Korean society, homosexuality is still relatively frowned upon.
Korean shows may need to evolve to hold onto their traditional strengths. That strength shows social and cultural debates that echo around the world. The world is watching them, quite.