Why Korean production companies are betting big on Japan’s drama market

A scene from the Japanese drama “Marry My Husband," planned by Korean production company Studio Dragon. Courtesy of Studio Dragon

Even two decades after its release, the Korean megahit drama “Winter Sonata” (2002) remains one of the most-watched series among Japanese audiences, reflecting the enduring appeal of K-dramas and the long shelf life of content in Japan’s drama market.

Now, Korean content production companies are shifting from passive roles to more active involvement, co-producing original Japanese dramas and aiming to establish a long-term presence.

TV Asahi is currently airing the romance thriller “Mamono,” co-produced with Korean studio SLL. The show marks SLL’s first direct collaboration with a Japanese broadcaster and was penned by Eriko Shinozaki, who adapted “My Love from the Star” for Japanese television. Directors Jin Hyeok and Choi Bo-yoon from the Korean hit “The Tale of Lady Ok” are also involved.

Streaming giant Amazon Prime Video will premiere another Korean-Japanese collaboration next month — “Marry My Husband,” based on a hit Korean web novel and drama. Co-developed by Studio Dragon and CJ ENM Japan, the Japanese adaptation is directed by Ahn Gil-ho of “The Glory.” It is Studio Dragon’s first original Japanese series.

The Japanese drama “Mamono,” co-produced for the first time by Korean content studio SLL. Courtesy of SLL

Active co-productions on rise

Four Japanese dramas co-produced with Korean studios are slated for release this year. In July, TBS will air “Hatsukoi DOGs,” a romance featuring Korean actor Na In-woo alongside Japanese stars. Studio Dragon and TBS have signed a long-term agreement to jointly produce at least three dramas and two films by 2027.

Another co-production, “Soulmate,” will debut on Japanese Netflix in August. It stars Ok Taec-yeon and is co-produced by GTist, a Studio Dragon affiliate. The series combines Japan’s understated storytelling style with the emotional highs of Korean dramas.

"Japanese production teams have long-standing expertise, and when combined with the fresh concepts of Korean dramas, the result can be synergistic," said Yoon Seok-jin, a professor of Korean literature at Chungnam National University.

The Japanese drama “Hatsukoi DOGs,” co-produced by Studio Dragon and Japan’s public broadcaster TBS. Courtesy of Studio Dragon

Nostalgic and evergreen

Korean companies view Japan as an increasingly lucrative and sustainable market. According to a 2023 report by the Korea Creative Content Agency, Japanese viewers often rewatch dramas, and the popularity of older titles tends to endure. Moreover, Japanese media actively develops adapted content like musicals from dramas.

"Winter Sonata," released in 2002, remains the most-watched Korean drama among Japanese audiences, followed by “Crash Landing on You” (2019), which was adapted into a sold-out musical in Japan last year. Even Takarazuka Revue, a famed all-female musical theater troupe, performed the series.

"Japan's drama market is large, and hit IPs can have multi-decade lifespans," said a Studio Dragon official. "That’s a rare and valuable market feature."

With this in mind, Korean studios are expanding co-production opportunities beyond Japan. An official from SLL said that they are exploring similar partnerships with broadcasters and studios in Turkey and Thailand, aiming to further globalize their content strategies.

Takarazuka Revue’s musical adaptation of “Crash Landing on You” in Japan / Courtesy of Takarazuka Revue

This article from the Hankook Ilbo, the sister publication of The Korea Times, is translated by generative AI and edited by The Korea Times.