‘Squid Game’ Success Is From Netflix’s Local-First Strategy, VP Says
Netflix’s success with the hit series “Squid Game” has shed light on the streaming giant’s strategy of prioritizing cultural specificity over global appeal. In a recent conversation with Variety at Netflix’s Asia Pacific showcase in Tokyo, Minyoung Kim, Netflix’s VP of content for Asia (ex-India), emphasized the importance of creating content that resonates with local audiences.
Kim explained that when she commissioned “Squid Game,” the goal was never to create a global hit. Instead, the focus was on telling stories that would have a significant impact on the local market and connect with audiences on a personal level. This local-first approach has been key to the success of “Squid Game” and continues to guide Netflix’s content decisions in Asian markets.
The idea of prioritizing cultural authenticity may seem counterintuitive in a globalized entertainment landscape, but Kim believes that it is the key to creating content that transcends borders. By staying true to the local context and emotions of a story, Netflix is able to create shows that resonate universally.
To achieve this level of authenticity, Netflix relies on teams that are deeply embedded in each territory, understanding the cultural nuances that appeal to local audiences. Kim stresses the importance of pleasing the local audience and becoming a cultural zeitgeist in each market.
Kim’s background in content partnerships at Twitter has also shaped her approach to content creation. She learned that content comes in many forms, from multimillion-dollar films to 140-character tweets, and this broader perspective has informed her work at Netflix.
Despite Netflix’s growth and mainstream success in Asian markets, Kim remains committed to diversity and variety in the platform’s content offerings. She credits her team with making bold creative decisions and taking risks to ensure quality across an expanding slate of productions.
Looking ahead, Kim sees continued growth in Asia for Netflix, with a focus on investing in local content production and supporting the development of the industry ecosystem. She believes that cultural resonance is the most important metric for evaluating content success, as it is the key to creating powerful human emotions through storytelling.
As Asian content gains traction with global audiences, Kim is confident that Netflix’s investments in the region will pay off. She sees a bright future for Asian content on the global stage, with even more potential to be unlocked in the coming years. With a strong focus on authenticity and cultural resonance, Netflix aims to continue pushing boundaries and bringing diverse stories to audiences around the world.
