"Korean Is Not a Barrier", K Contents Overseas Landing Operation

As K-content rapidly expands its territory to overseas markets, the production method is rapidly changing. Instead of vague localization strategies such as featuring Hallyu stars fluent in English, they are creating content focusing on Korean colors or producing content that looks like American dramas to begin with.

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Studio Dragon is producing a 10-part drama "The Big Door Prize" in collaboration with famous American production company Sky Dance Media. It is based on the original novel of the same name and was written by Emmy Award-winning author David West Read. It will be aired on Apple TV+, an online video service (OTT) operated by global information technology (IT) company Apple. "The Big Door Prize" is the first American drama a Korean production company participates in, not a remake. Studio Dragon said, "In addition, we are working on more than 20 global projects", adding, "We are preparing to attract investment for about 10 global platforms".

Until the 2010s, K-content's overseas expansion method was joint venture. It sought to expand the market in partnership with China or Japan. A case in point is "My Way" (2011), starring Chinese star Fan Bingbing, a famous Japanese actor Joe Odagiri and Hallyu star Jang Dong-gun. "Snowpiercer" (2013) tried to attract overseas audiences by casting a large number of American and British actors, including Chris Evans and Tilda Swinton.

Recently, however, the production method of attracting famous overseas actors has disappeared. The movie "Parasite", Netflix drama "Squid Game", and "Hellbound" have broken down a series of 'one-inch barriers' (subtitles). There has been confidence that overseas audiences are familiar with Korean and do not hesitate to watch K contents with subtitles. A drama official said, "In the past, casting a Korean Wave star who can speak English was considered the beginning of a global project", and added, "Now what content to target which platform has become an important factor".