Netflix is taking the lead in promoting Korean content to audiences worldwide, helping the country’s creative works thrive on the global stage.

According to Kim Min-young, Netflix’s head of Asia-Pacific content, the streaming giant has played a crucial role in bringing K-content to the world and bolstering Korea’s image abroad. Speaking during a lecture at Sogang University on Sunday, Kim said, “Korea’s greatest strength is its storytelling - its ability to blend timely messages into compelling narratives that transcend language and cultural barriers.”

Netflix’s own research shows that its members are nearly twice as likely as non-members to want to visit Korea, underscoring the platform’s impact on the nation’s image.

Kim, who joined Netflix in 2016 as its first Asia content executive, was instrumental in bringing major Korean hits including “Kingdom” and “Squid Game” to global audiences. She described “Squid Game” as Netflix’s most successful show to date. “Even I did not anticipate just how successful it would be,” she said, “because it broke from the typical formula of K-dramas.” She credited the show’s rich story, memorable characters, and emotional appeal as keys to its success.

Netflix now has more than 300 million subscribers worldwide. As a key player in K-content’s global expansion, the company is strengthening its ties with Korean creators. Netflix began a membership collaboration with Naver in November 2024, and its CEOs have been in talks about deepening that partnership this year. Additionally, the company has signed an agreement with Jeju Island to produce new content that captures the region’s unique culture and natural beauty.

Kim explained that Netflix selects Korean projects for original production based on script quality and potential viewership. “We look closely at the script and estimated audience size to decide how much we can invest,” she said. “Sometimes, we even go beyond initial estimates and take on additional risks when we see something special.”

Kim has overseen content strategy for the entire Asia-Pacific region, excluding India, since 2021, and is now one of 21 global executives at Netflix. Her team is also behind the acquisition of hit content from Thailand, Taiwan, and Japan, including anime. She emphasized that local stories crafted by local creators are essential to capturing authentic voices and perspectives.

With Korean content continuing to make waves globally, Netflix is cementing its role as a key driver of the K-content boom. “Our platform is a bridge that helps Korean content reach global audiences and be loved around the world,” Kim said.

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