K-content boom reshapes global entertainment landscape

French YouTubers Just Riadh, center, Inoxtag, second from right, and Maghla, right, take part in a game based on Netflix's South Korean TV series "Squid Game" ahead of the launch of Season 2, on the Champs Elysees Avenue in Paris, Dec. 1, 2024. AFP-Yonhap

Korea has rapidly transformed from primarily a consumer of global culture into one of the most influential producers. From K-pop and dramas to webtoons and musicals, Korean content is now shaping entertainment trends worldwide, inspiring adaptations and redefining storytelling in global markets. This cultural ascendancy, once unimaginable, is now a key pillar of Korea's soft power.

The global rise of Korean content is reflected across multiple pillars — starting with K-pop and K-dramas and now expanding into webtoons and animation — with recent landmark achievements and evolving trends highlighting its growing influence on the international stage.

Underscoring the strategic importance of this cultural surge, new President Lee Jae Myung used his inauguration to pledge further expansion of Korea's cultural industry, including K-pop. The president specifically committed to fostering a nation where culture thrives, aiming to propel Korea into the top five global soft power nations.

"From K-pop to K-drama, K-movie, K-beauty and K-food, Korean culture is captivating the world. Culture is inherently economy and culture is international competitiveness,” Lee said upon his inauguration at the National Assembly in Seoul on June 4.

Korean actor Lee Jung-jae interacts with members of the media at the premiere of the Netflix series "Squid Game" Season 3 in London, June 12. AP-Yonhap

He further stressed the need to translate this international fervor for Korean culture into tangible growth for the cultural industry and the creation of quality jobs.

“Through active support for culture and arts, we will leap forward as a cultural powerhouse that rewrites the global standard for content, becoming one of the top five global soft power nations,” the president added. Earlier, he promised to nurture a K-culture market worth 300 trillion won ($220 billion) and increase cultural exports to 50 trillion won in five years.

The surging influence of K-content is strikingly reflected in its impressive economic growth and international recognition. According to the Ministry of Culture, Sports and Tourism, Korea's content industry exports surged from $1.31 billion in 2005 to $13.34 billion in 2023. Conversely, content imports significantly declined over the same period, from $2.99 billion to $893 million, signaling Korea’s shift from a cultural content importer to a major exporter.

K-content's presence is equally prominent on the global awards stage, transcending traditional entertainment boundaries. Director Bong Joon-ho’s 2019 film “Parasite” made history by winning four Academy Awards in 2020, including Best Picture, while Netflix’s Korean drama “Squid Game” earned six Emmy Awards in 2022. K-pop sensation BTS won American Music Awards for five consecutive years, from 2017 to 2022.

Seen is the Broadway performance of the Korean musical "Maybe Happy Ending," which won multiple Tony Awards on June 8 in New York. The show is set in Seoul and on Jeju Island and features Korean elements in its set design. Courtesy of Matthew Murphy

Most recently, the Korean musical "Maybe Happy Ending" celebrated an unprecedented triumph, securing six Tony Awards, including Best Musical, on June 8.

Even “Squid Game” franchise creator Hwang Dong-hyuk expressed his amazement at the musical's achievement.

"I saw the Tony Awards news this morning and was utterly surprised," Hwang said during a press conference for “Squid Game” Season 3 in Seoul on June 9.

"I had previously considered that K-content had secured Oscars and Emmys, leaving Grammy and Tony Awards as the remaining (of the) four major U.S. awards ... I was unaware that a Korean original musical had successfully advanced to Broadway and received such tremendous critical acclaim. I felt immense joy and pride upon reading the news."

Shoppers take a picture with cosplayers dressed in outfits from the Netflix series "Squid Game" at a shopping mall in Kuala Lumpur, Malaysia, Oct. 20, 2021. AFP-Yonhap

Webtoons as foundational strength

Behind the success of K-content’s global expansion, webtoons, or online comics, have firmly established themselves as a fundamental axis of the content industry, serving as a powerful engine for global adaptations.

Their aggressive international expansion is a pivotal catalyst behind K-content's global triumphs. Korea's comic and webtoon industry exports surged by an impressive 70.8 percent, from $62.71 million in 2020 to $107.14 million in 2022, according to the Korea Creative Content Agency.

By the first half of 2023, webtoon exports had already reached $89.85 million, surpassing 84 percent of the entire previous year's total. This robust growth is largely attributable to the overall qualitative enhancement and standardization of webtoon productions.

A scene from the webtoon-turned-drama "The Trauma Code: Heroes on Call" / Courtesy of Netflix

“In the early 2000s, when the paper comic book market almost died in Korea, paradoxically, the online comic market grew here. Many imaginative works are loved by Korean readers and went global (thanks to the online platform). Now dramas and movies based on these works have become popular around the world,” an official from a local webtoon industry said.

This strategic benefit is vividly illustrated in recent Netflix successes. "The Trauma Code: Heroes on call,” adapted from a Naver Webtoon, topped global non-English TV show viewership in January and “The 8 Show,” derived from Naver Webtoon's “Money Game” series, also secured the No. 1 position.

Leading webtoon platforms Naver Webtoon and Kakao Entertainment are actively fostering industry growth and innovation. For instance, Naver Webtoon inaugurated new artist debut systems last year, contributing to a 14.6 percent increase in new webtoon releases.

A poster for animation “Solo Leveling” / Captured from Crunchyroll

Animation's breakthrough

Animations based on K-content are also garnering unprecedented international acclaim. On May 25, the animation adaptation of the immensely popular web novel and webtoon, “Solo Leveling,” achieved a monumental feat by securing nine awards at the Crunchyroll Anime Awards 2025, including the top honor of Anime of the Year.

This marks the inaugural instance of a Korean intellectual property (IP)-based animation receiving the top accolade and the highest number of awards. Its triumph extends into the gaming sector, with Netmarble’s “Solo Leveling: ARISE” attaining the No. 1 sales position in 21 countries after its release last year.

Further demonstrating the global appeal of Korean animation, new series are also making inroads into international markets, showcasing diverse narratives and creative talent. These productions highlight the ability of Korean creators to craft stories that resonate with global audiences, further solidifying Korea's position as a key player in the animation industry.

A scene from Nickelodeon’s new animation “Wylde Pak” / Captured from Nickelodeon’s YouTube channel

Cool factor of Korean culture

Korean settings, characters and cultural references are no longer seen as niche or exotic — they’re now widely embraced as fresh, engaging and culturally “cool” by international audiences.

The Tony Award-winning musical "Maybe Happy Ending" is set in Seoul and on Jeju Island and the show remained faithful to its Korean backdrop even in its Broadway production — a choice that resonated with largely American audiences. Its success signals a growing comfort and enthusiasm for Korean storytelling on the global stage.

"Wylde Pak," a new Nickelodeon series, offers a heartfelt yet humorous look at a modern Korean American family, weaving Korean culture seamlessly into its storylines while appealing to a broad, multicultural audience.

Netflix is set to premiere "KPop Demon Hunters" on Friday — an animated musical action comedy where three members of K-pop girl group Huntrix lead double lives as demon hunters. Directed by Maggie Kang and Chris Appelhans, the film creatively blends K-pop fandom dynamics with superhero tropes, as the trio battles their rivals, the Saja Boys — a boy band whose members are secretly demons.

K-pop’s cultural reach is also expanding into documentary and feature films. This year's Tribeca Festival in New York City, held from June 4 to 15, showcased two notable films connected to Korean music.

Documentary "The Rose: Come Back to Me" followed the talented Korean alt-rock group The Rose's journey from indie beginnings to global music festivals. Directed by Anderson .Paak, American family comedy, "K-Pops!" explores a K-pop singing competition.

These works underscore how Korean pop culture is not just crossing borders, but also inspiring creators worldwide and opening doors to wider Korean culture.

From left, Ji-Young Yoo, Arden Cho and May Hong attend Netflix's "KPop Demon Hunters" Special Screening at Netflix Tudum Theater in Los Angeles, Calif., Monday. AFP-Yonhap

K-content boosts other industries

The cultural influence of Korea now extends far beyond traditional content, creating a significant ripple effect across various industries.

Professor Kim Dae-jong of Sejong University's School of Business highlights how Korean cultural content has boosted visibility of Korean products and services on the global stage.

He pointed to the viral appeal of K-pop stars eating ramyeon (Korean instant noodles), which has turned the once-local experience of “eating ramyeon by the Han River” into a popular bucket-list activity for international tourists. This illustrates how K-content directly fuels demand for Korean goods and services, making the growth of the content industry a win-win for other sectors.

Professor Kim also stressed the government's role in this expansion.

"The government must strategically leverage its extensive network, including KOTRA (Korea Trade-Investment Promotion Agency) and diplomatic missions worldwide, to systematically facilitate the broad dissemination of Korean content. Ensuring the meticulous translation of cultural content into English is imperative, a domain where embassies can play a pivotal role,” he said.

“Furthermore, augmenting support for Korean language education, which is enjoying burgeoning global popularity, will significantly contribute to the widespread proliferation of Korean culture."