New York Times highlights Netflix’s Koreanization strategy, “Secret behind the success of ‘Squid Game’”
The New York Times talked about Netflix’s localization strategy for Korean content.
US media outlet New York Times analyzed that Netflix’s original series “Squid Game” was able to gain global popularity because Netflix applied the localization strategy focusing on Korean viewers and Korean sentiment.
The media pointed out that Netflix’s principle of prioritizing local viewers is the biggest difference from other global entertainment companies, adding that their localization strategy and principles are the driving force that is creating new attempts and opportunities. It is said that Netflix’s collaborative culture, which emphasizes diversity, has helped the expansion of content production scope.
According to reports, there were various opinions within Netflix’s “Squid Game” production team regarding the feature of having elderly characters in a death game. It is because popular death games in previous movies and dramas often included school-themed stories for teenage characters. “Squid Game” was created with the belief that it would satisfy Korean viewers by combining traditional Korean games with the death game concept and unique set designs.
VP Kim Min Young of Netflix Korea and Asia-Pacific (excluding Japan and India) said, “Netflix content produced in Korea always puts Korean viewers first. The principle of prioritizing viewers of each country is similar in other places, such as Japan and Thailand”.
VP Kang Dong Han of Netflix’s Korean content shared, “It would be a lie if I say I don’t feel burdened, but I find this work exciting when Korean content is loved around the world. We have successfully proven that not only romcoms but Korean variety shows and series can also attract global attention.”
Regarding the opinion that the global success of Korean content only benefits Netflix, VP Kang replied, “Netflix provides high-level rewards to Korean creators and actors. Based on this, we are building sustainable relationships. If Netflix were the only one benefiting, we wouldn’t have been able to establish such a business in Korea until now.”
Source: Daum
