K-drama phenomenon: Decoding success of Korean entertainment industry, challenges, what lies ahead

Almost 25 years after Beijing Youth Daily journalists coined term Korean Wave or Hallyu to describe remarkable surge in popularity of South Korean entertainment across Asia, Korean dramas have gone on to sweep global content landscape.

Originating from South Korea, K-dramas have captured hearts and minds of viewers around world. On ir way to global popularity, K-dramas have broken language and cultural barriers. Squid Game (2021), which became Netflix's most-watched series, is a testament to this. But what is reason behind ever-growing popularity of K-dramas and what does future hold for m? We decode.

recipe for success

global popularity of K-dramas cannot be attributed to a single element. It is a combination of various creative and technical ingredients. Pressing socio-cultural issues are woven into an entertaining story. K-dramas dress universal mes like socio-economic inequality, competition for resources and ever-shifting power dynamics. se mes have managed to transcend cultural specifics and touch upon human emotions and experiences.

deft storytelling is supplemented by skillful acting and an overall design, with a message that resonates with audience. Quality of storytelling is paramount.

For instance, Destined With You explores mes of love and destiny. Business Proposal delves into dynamics of office romance. See You In My 19th Life depicts longing for love whereas King Land centres around a tense inheritance battle and conflict among heirs. Strong Girl Nam Soon is an oriental take on superhero me, which has been me popular by Marvel universe of films.

Freshness in storytelling

One of most remarkable aspects of K-dramas is ir ability to offer a wide range of new mes to suit diverse tastes. Wher it's romance, thriller, horror, death games, venture, comedy, action, war, fantasy, or science fiction, re is a K-drama to cater to viewer's preferences. This diversity has allowed K-dramas to find success in various regions, as y continue to tap into mes that resonate with different societies and cultures.

re is an emphasis on female friendships. female gaze through which se friendships are often portrayed makes m relatable and enjoyable to watch. An example is Crash Landing On You where subplot depicting Yoon Se-ri's friendship with women of a North Korean village became a popular aspect of show, alongside her romance with a soldier.

unique appeal of romance in K-dramas

Romantic comedies in K-dramas have tasted extraordinary success globally. y cater to female audience and portray life and love from ir perspective. This unique approach distinguishes m from content in or countries, which is predominantly produced and viewed through male gaze.

In K-dramas, emotions and romantic feelings are not portrayed as weaknesses but as natural reactions from humans. Love is an integral part of story, but it does not overpower narrative. In Her Private Life (2019), Sung Deok-mi is a dedicated fangirl, who challenges negative stereos surrounding fangirls. Her partner, Ryan Gold, is supportive of her fangirling pursuits.

A new dimension to onscreen intimacy

K-dramas emphasise tenderness in intimate scenes and body of female is not objectified. y prioritise actors' expressions over ir bodies during act of intimacy. Sexual tension is conveyed through a lingering gaze and subtle touches, fostering a sense of desire without making female audience feel objectified. Emotional connection takes precedence over physical intimacy.

Neverless (2021) is an explicit K-drama in how it depicts intimacy. However, cinematography and treatment employ soft tones and mellow music, building mood rar than making characters a direct source of desire. Silent tension and meaningful gazes culminate into tender lovemaking, with camera capturing characters' emotions.

Female-led creative teams

One key reason behind strong female perspective in K-dramas is involvement of women in industry, both on and off-screen. Approximately 90 percent of scriptwriters in Korean entertainment industry are women, in stark contrast to underrepresentation of women in similar roles in Hollywood. Thus, female-driven storytelling resonates with viewers and contributes to appeal of K-dramas.

Many popular shows have been crafted by female screenwriters. Hotel del Luna by Hong Sisters, While You Were Sleeping by Park Hye-ryun and Goblin by Kim Eun-suk are some examples. This thriving abundance of female creative talent in entertainment industry contributes to well-represented female gaze in shows.

Visual aestics and attention to detail

K-dramas are popular for ir visual appeal and meticulous attention to aestics. From distinctive costumes to elaborate set designs, se shows are a feast for eyes. For example, costumes in Squid Game became a cultural sensation and soon began to dominate Halloween celebrations.

Rise in global investment

Global investors have recognised potential of K-dramas, leing to significant financial support for industry. Chinese streaming platforms like iQIYI have shown way by securing brocast licenses for popular Korean series. Netflix, in particular, has played a pivotal role in taking K-dramas to global audiences. Its substantial investments have not only elevated production quality but also me se shows accessible worldwide.

Netflix effect

Since its Korean service launched in 2015, Netflix has become a catalyst for global popularity of K-dramas. Its commitment to Korean content includes substantial financial backing, covering all production costs. In 2023, Netflix announced a $2.5 billion investment in Korean content over next four years, cementing its position as a major player in local entertainment industry.

Challenges on horizon

While K-drama wave continues to rise, it faces potential challenges that could impact its future. One concern is growing dependence on Netflix, which could le to monopolisation of streaming rights and weaken local TV stations and platforms.

Netflix's financial dominance may also affect sustainability of industry and its stakeholders, particularly in terms of salaries for writers, directors and actors - issues that have been at forefront of twin strikes in Hollywood.

Maintaining relevance and diversity

As K-dramas gain global attention, re is a growing need for critical discussion within industry. South Korean content should promote inclusivity in gender and race. industry must be responsive to evolving discussions on cultural appropriation and racism, ensuring that K-dramas reflect diverse perspectives and voices of ir global audience.

Similar to K-pop, K-drama industry also faces challenges related to mental health, agency exercising control over young stars and rigid beauty standards for celebs. Embracing diversity and inclusivity while dressing se issues is vital to sustaining industry's global appeal and relevance.

As South Korea's cultural products take world by storm, industry must evolve to promote inclusivity and reflect rich diversity of its global audience, ensuring that K-drama wave remains a powerful force to reckon with.

Bottomline

K-drama wave is not a trend but a cultural phenomenon that has captured world's attention with an emphasis on good quality storytelling, diverse mes and unique perspectives. While challenges lie ahe, including influence of streaming giants like Netflix, K-drama industry's resilience and creativity suggest that it will continue to thrive.