Retro K-dramas find new life on streaming platform amid global Korean content boom

Korean classic dramas are newly added in Netflix's Retro TV category. Captured from Netflix website

As Korean content cements its position as the second-most watched programming on Netflix — accounting for nearly 10 percent of total viewing hours, just behind U.S. productions — classic K-dramas from the 1990s and early 2000s that first fueled the "hallyu", or Korean wave, such as "The Sandglass," "The Wild Days," "All In," "Stairway to Heaven" and "Cruel Temptation," are finding new audiences through the streaming platform.

Now over 20 years old, these hits have recently been added to Netflix's Retro TV category and are enjoying renewed popularity among both fans both old and new.

Korean drama fans online welcomed the decision, leaving comments like "The rediscovery of old K-dramas has begun," and "The final scene of 'Cruel Temptation' was shocking, but it's still fun to watch again."

Most of these retro series are available only in Korea for now, but international K-drama fans — many of whom first encountered them through DVDs or niche streaming platforms — are hoping Netflix will expand access to these classics worldwide.

On Threads, a Korean drama fan in Canada expressed disappointment. "Not on Netflix here in Canada. I was able to add it to my Watchlist."

For many overseas fans, the revival of older K-dramas is a chance to explore the roots of the Korean wave. On the blog Kdramalove.com, one writer called the 1995 historical romance drama "The Sandglass" essential viewing.

"If you have a love of history and politics or any interest in understanding how Korea evolved into the nation it is today, then put 'Sandglass' on your list to watch. To me it is essential viewing. In my opinion, you can't really consider yourself a true K-drama fan unless you watch it. It's 30 years of Korean history in a 'Sandglass,' from the 1960s through 1980s," read a review of the drama.

A scene from 2003 drama "Stairway to Heaven," starring Kwon Sang-woo, left, and Choi Ji-woo / Courtesy of SBS

Rise in demand for K-drama’s formative years

Jung Han, CEO of the media outlet K EnterTech Hub and an advisor to U.S.-based Korean content streamer KOCOWA, operated by Wavve Americas, confirmed that global interest in older Korean dramas has increased. He noted a clear shift in perception and demand for early 2000s series, especially following the worldwide impact of Psy’s 2012 hit “Gangnam Style,” a turning point in awareness of Korean culture.

"Previously, Korean Americans who had seen these shows in the past would simply seek them out again, but since 'Gangnam Style,' the recognition of K-content has grown, and lately, people from all over the world are searching for K-dramas and K-content on Google," he said.

"Dramas with historical backgrounds are increasingly recognized abroad, which is becoming a trend. When former Korean President Yoon Suk Yeol declared martial law last year, dramas based on Korea's modern history, for instance, the film '12.12: The Day' set during the 1980 martial law under the military dictator Chun Doo-hwan, have also become popular overseas," he said.

Han added that Asia remains the primary market for K-dramas due to shared cultural experiences. Themes about family, colonial history or postwar modernization are common across the region, making Korean stories feel relevant.

A scene from 1995 drama "The Sandglass," starring Ko Hyun-jung, left, and Choi Min-soo / Courtesy of SBS

Industry players join trend

The release of these older dramas on Netflix follows the platform’s partnership with SBS, announced in December 2024. For now, most of the content is only available in Korea due to pre-existing overseas rights sales, but insiders say there’s strong potential for broader distribution.

"It's part of an effort to expand its library and the reason why those are currently only available in Korea is that the overseas rights for popular older dramas have often already been sold," an entertainment industry official said.

"Even though these are older shows, their universal and powerful storytelling continues to connect with today's viewers. I watched 'The Sandglass,' expecting it to progress slowly, but it didn’t feel dated at all. It even felt like a Korean version of 'The Godfather.' It made me think that a masterpiece is indeed a masterpiece."

Before Netflix, Korean streaming platform Wavve launched its "New Classic Project" last year, by remastering and condensing classic dramas consisting of six to eight episodes, similar to recent streaming platform originals. Through this initiative, Wavve released remastered versions of iconic dramas like "My Lovely Sam Soon" (2005) and "I'm Sorry, I Love You" (2004), confirming the demand for retro K-dramas.

"The response was overwhelming. For instance, 'My Lovely Sam Soon' surpassed new releases to become the top driver of new paid subscriptions over the weekend of its release. Its completion rate was higher than that of other new dramas. This clearly demonstrated the demand for classic content," an official at Wavve said.

"While Netflix also releases older dramas, our approach is different. We don't just supply the originals; we work with the creators to re-edit and restructure them to align with current viewing trends."

Wavve is also expanding this retro strategy internationally. Through its U.S. platform KOCOWA, it serves as one of the primary sources for classic K-dramas there, offering a lineup that includes beloved titles such as "Winter Sonata," "Coffee Prince," "Full House" and "Something Happened In Bali."

In discussing the criteria for selecting K-dramas for global audiences, KOCOWA said its strategy is to cater to a wide range of drama enthusiasts and invite the viewers down a content "rabbit hole" filled with more binge-worthy discoveries.

"We always highlight 'hidden gems' on our platform based upon trends that viewers might not have discovered but might love, featuring their favorite stars, epic adventures, a satisfying revenge melodrama, a fantasy for pure escapsim or a beloved rom-com among others from this period that helped to shape and influence the dynamic Korean entertainment landscape we enjoy today," said Angei Averitt of Wavve Americas.