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

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

Originating from South Korea, K-dramas have captured the hearts and minds of viewers around the world. On their 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 the reason behind the ever-growing popularity of K-dramas and what does the future hold for them? We decode.

The recipe for success

The 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 address universal themes like socio-economic inequality, competition for resources and ever-shifting power dynamics. These themes have managed to transcend cultural specifics and touch upon human emotions and experiences.

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

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

Freshness in storytelling

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

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

The unique appeal of romance in K-dramas

Romantic comedies in K-dramas have tasted extraordinary success globally. They cater to the female audience and portray life and love from their perspective. This unique approach distinguishes them from the content in other countries, which is predominantly produced and viewed through the 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 the story, but it does not overpower the narrative. In Her Private Life (2019), Sung Deok-mi is a dedicated fangirl, who challenges the negative stereotypes 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 the body of the female is not objectified. They prioritise the actors' expressions over their bodies during the act of intimacy. Sexual tension is conveyed through a lingering gaze and subtle touches, fostering a sense of desire without making the female audience feel objectified. Emotional connection takes precedence over physical intimacy.

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

Female-led creative teams

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

Many popular shows have been crafted by female screenwriters. Hotel del Luna by the 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 the entertainment industry contributes to the well-represented female gaze in the shows.

Visual aesthetics and attention to detail

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

Rise in global investment

Global investors have recognised the potential of K-dramas, leading to significant financial support for the industry. Chinese streaming platforms like iQIYI have shown the way by securing broadcast 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 the production quality but also made these shows accessible worldwide.

The Netflix effect

Since its Korean service launched in 2015, Netflix has become a catalyst for the 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 the next four years, cementing its position as a major player in the local entertainment industry.

Challenges on the horizon

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

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

Maintaining relevance and diversity

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

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

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

Bottomline

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