Recently, many South Korean films have focused on their strong suit – romantic comedy – to attract Asian audiences.
A week ago, Netflix announced it has 3 series. Korean movies "Queen of Tears," "Parasite: The Grey Zone," and "My Devil Boyfriend" made it into the top 10 non-English language programs on the platform in the first half of this year.
According to cultural critic Jung Duk Hyun, the success of these films is due to the talented creators behind them.
"Queen of Tears" was written by Park Ji Eun, a renowned screenwriter known for hit dramas such as "My Love from the Star" and "Crash Landing on You".
While "Parasite: The Grey Zone" is directed by Yeon Sang Ho, famous for "Train to Busan," "My Devil Man" stars Song Kang, a very popular actor in various films. television from Netflix.
According to Jung Duk Hyun, this also shows a shift in the South Korean television drama market, moving away from dark content like "Squid Game" to a focus on romantic comedies to attract Asian audiences.
Meanwhile, cultural critic Kim Hern Sik believes that, although there haven't been any new South Korean blockbusters with global impact like "Parasite" or "Squid Game" recently, mid-range hit TV series are still thriving, especially in non-English speaking markets, including Asia.
For example, the romantic comedy "Carry Me While You Run," despite being produced on a low budget, still swept many OTT (online streaming) charts in over 130 countries and territories.
"Asian audiences tend to prefer stories with profound moral themes, where good and evil are not simply black and white. All three works that made it onto Netflix's list share this characteristic."
This emphasis on humanism and community resonates with non-English speaking audiences. Conversely, Western audiences often prefer more competitive stories, such as "Physical 100"—Kim Hern Sik explained to the Korea Times.
Critics argue that the South Korean content industry has focused too much on the Western market in recent years, neglecting its strengths in Asia. Films like "The 8 Show" or "Queen Woo," despite their investment, are not very popular or suited to Western tastes.
"Therefore, prioritizing Asian audiences and creating works that are morally and humanistically sound should be promoted at this time. While short-term benefits may be uncertain, the long-term potential of Korean-language content in non-English speaking markets is enormous," said Kim Hern Sik.
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