10 Years of Netflix: From Fringe 'K-Drama' to Global Standard

10th Anniversary of Service in Korea: Achievements of 'Squid Game' and More
Breaking the 'One-Inch Barrier' Through Investment in Subtitles and Dubbing

On January 6, 2016, when Netflix first launched in Korea, K-content was considered merely a 'local powerhouse' within Asia. Ten years later, Korean dramas have evolved into a 'global standard' consumed worldwide.

On January 7, Netflix Korea celebrated its 10th anniversary by releasing its key achievements. The main theme is 'expansion.' Since the start of the global Top 10 rankings in 2021, more than 210 Korean titles have made it onto the list. This is the result of a 'content alliance.' Netflix has grown by leveraging Korean content, while Korean content has expanded globally by using Netflix as a fast track to the world.

The most symbolic event is undoubtedly 'Squid Game.' Not only did it remain in the global Top 10 for 32 consecutive weeks, but it also set an unprecedented record as the first non-English title to achieve the longest viewing hours in Netflix history. While this series delivered a powerful global impact, steady sellers that deeply penetrated specific countries have proven the enduring 'lifespan' of K-content. In Japan, 'Crash Landing on You' stayed on the charts for 72 consecutive weeks, and in Bolivia, 'Boys Over Flowers' remained for 49 consecutive weeks, making Korean dramas a part of everyday life for local audiences.

The driving force behind this success was a localization strategy that broke down the 'one-inch barrier' of subtitles. The language barrier, once pointed out by director Bong Joon-ho, was overcome thanks to Netflix's bold investments in subtitles and dubbing. In particular, 'Squid Game' Season 3, released last year, was produced with subtitles in 37 languages and dubbing in 24 languages, creating a buzz. Now, even viewers on the other side of the globe unfamiliar with Korean can enjoy K-content without discomfort.

A Netflix representative stated, "The past 10 years have been a time of growing together with the Korean creative ecosystem, proving that K-content is now part of the global mainstream," adding, "We will continue to connect with the world through Korean stories."