Will It Become the Second 'Ojingeo Game'? 'My Name' and 'Jigok' K-Content Relay

A scene from Netflix's Hellbound.
Photo by Netflix

[Asia Economy Reporter Lee Isul] The K-content craze is sweeping the globe following the popularity of "Squid Game," which was watched by 111 million households worldwide. Yoo Ah-in starring in "Hellbound" and Han So-hee starring in "My Name" are drawing attention ahead of their Netflix releases in the second half of this year.

The 26th Busan International Film Festival, which opened on the 6th, embraced online video services (OTT). The new Netflix series "My Name," premiering on the 15th, and director Yeon Sang-ho's "Hellbound," set to be released on the 19th of next month, were screened up to the third episode in theaters in Busan, receiving a warm response.

Photo by Netflix

"Squid Game" was recently released on Netflix and gained popularity among viewers worldwide. Overseas viewers who watched it are showing great interest in K-content. They are looking up previously released Korean dramas and movies, expressing anticipation. Will this enthusiasm continue with the upcoming new releases?

The two new releases are expected to carry the baton forward. "Hellbound" is the new work of director Yeon Sang-ho, who has built a unique domain with films sharing the same universe such as "Seoul Station," "Train to Busan," "Peninsula," and the drama "The Cursed" leading to the film "The Cursed: Dead Man’s Prey." It depicts the story of society and people plunged into confusion and shock after witnessing the announcement of the date of their descent into hell and the demonstration carried out by the hell’s messengers.

Based on the popular webtoon of the same name, director Yeon Sang-ho expanded the new universe he created by directing the series and co-writing the screenplay. Choi Kyu-seok, who showed sharp social awareness and excellent storytelling in works like "Awl," participated as a co-writer, collaborating again with director Yeon following the original webtoon.

"Hellbound" was screened at the 46th Toronto International Film Festival and invited to the 26th Busan International Film Festival and the 65th BFI London Film Festival. Starring Yoo Ah-in, Kim Hyun-joo, Park Jung-min, Won Jin-ah, Yang Ik-june, Kim Do-yoon, Kim Shin-rok, Ryu Kyung-soo, and Lee Re, the cast delivered strong performances. During the outdoor screening at the Asia premiere in Busan, the actors showed their affection by watching the work seated in the audience.

The story begins with Jung Jin-soo, the chairman of the New Truth Society (played by Yoo Ah-in), preaching about the existence of angels who announce the date of descent into hell and the hell’s messengers who carry out the execution. Then, as if in a lie, a demonstration of descent into hell unfolds in the heart of Seoul, shocking society. The shocking sight of a man turned to black ashes by the hell’s messengers who appeared at the announced time marked the prologue of a vast universe.

[Image source=Yonhap News]

Director Kim Jin-min, who directed the Netflix series "Extracurricular," presents an action noir. "My Name" is a series about Ji-woo, who joins an organization to find the killer of her father and infiltrates the police under a new name, facing harsh truths and revenge. Han So-hee, who rose as a youth star in dramas like "The World of the Married" and "Nevertheless," transformed her acting by gaining 10kg for the role.

Ji-woo (Han So-hee), who witnessed her father’s death right before her eyes and joined the organization he belonged to as a member, constantly trains herself to survive in the world of beasts. At Moo-jin’s proposal, Ji-woo abandons her name and infiltrates the police under the new name Oh Hye-jin, becoming undercover and plunging deeper into danger to find her father’s killer. Moo-jin (Park Hee-soon), the boss of the Dongcheon gang who accepted Ji-woo as a member and sent her undercover into the police, struggles to protect the organization and Ji-woo amid threats targeting both the police chasing him to the chin and the Dongcheon gang.

Ji-woo, who infiltrated the police, partners with Pil-do (Ahn Bo-hyun). Although Pil-do is displeased with Ji-woo, who ruined a long-investigated case, he gradually works in sync with her as she throws herself into the field without hesitation. Pil-do, an ace of the narcotics investigation unit, is a capable and principled person who conducts investigations with his own beliefs and principles, completing a partnership with Ji-woo.

Both works deal with heavy themes, so they may divide opinions. However, the visual spectacle is certain. The dazzling visuals are expected to capture the attention of overseas viewers.

A film industry insider said, "Even before 'Squid Game,' domestic creators had been discussing collaborations with Netflix early on, seeking various opportunities. The overseas response to previously released Korean original series was extraordinary. There was considerable internal anticipation, and since the reaction was close to a craze, efforts to discover K-content are expected to continue." He added, "We hope the new releases continue to gain popularity."