Cultural sensitivity debate flares as two new K-dramas face global criticism

Posters for "To the Moon" and "Genie, Make a Wish" / Courtesy of MBC, Netflix

Two highly anticipated K-dramas are facing criticism from international audiences for alleged cultural insensitivity, reigniting discussions about the need for greater awareness of global diversity in Korean content.

MBC’s upcoming Friday-Saturday drama “To the Moon,” which premieres Sept. 19, released its first teaser on Aug. 20 to promote the series. Starring Lee Sun-bin, Ra Mi-ran and Jo A-ram, the drama follows three working-class women struggling to survive who dive into cryptocurrency investment in pursuit of a better life.

However, the teaser sparked immediate controversy. In the video, actors wore Arabian-style costumes, adorned their foreheads with bindis — a traditional Hindu symbol — and performed choreography combining elements of Hawaiian hula and belly dance.

A teaser for “To the Moon,” deleted by MBC / Captured from MBC

Arab viewers criticized the teaser, calling it “blatantly ignorant and racist,” with some writing, “Koreans get offended when mistaken for Chinese or Japanese, yet show no sensitivity toward other cultures and reduce them to stereotypes.”

Korean viewers also voiced disappointment, prompting MBC to delete the teaser on Aug. 21 and issue an apology. “The drama’s story revolves around a confectionery company, and we drew inspiration from popular ice cream commercials of the 1980s and 1990s,” the network said. “However, we failed to consider cultural sensitivities during production and sincerely apologize. We will take extra care moving forward to avoid causing discomfort.”

Meanwhile, Netflix’s upcoming original series “Genie, Make a Wish” also came under fire after releasing its teaser the same day. The romantic comedy, starring Kim Woo-bin and Bae Suzy in their first on-screen reunion since KBS2’s 2016 drama “Uncontrollably Fond,” follows a genie who awakens after a thousand years and encounters a cold-hearted woman.

A teaser for "Genie, Make a Wish" / Captured from Netflix

International criticism erupted after Kim’s character referred to himself as “Iblis,” a name used in Islamic tradition to describe a demonic figure. Muslim viewers accused the production of being culturally insensitive, leaving negative comments on Netflix’s official channels.

Unlike MBC’s teaser, however, Korean audiences were less sympathetic to the backlash against “Genie, Make a Wish.” Many pointed out that popular culture frequently draws on Christian figures such as Satan without similar controversy.

The two cases highlight how K-content’s increasing global reach also comes with heightened scrutiny over cultural representation. Industry observers note that projects like Netflix’s film “K-pop Demon Hunters” — praised for its meticulous cultural research — demonstrate the growing need for Korean producers to adopt greater cultural awareness when targeting international audiences.

This article from Xportsnews is translated by a generative AI system and edited by The Korea Times.