‘Squid Game’ Success Validates Netflix Korea’s Local-First Strategy

With the release of “Squid Game” Season 3, Netflix Korea content chief Don Kang’s local-first philosophy has been proven successful on a global scale. In a recent interview with Variety, Kang expressed his surprise at the show becoming Netflix’s number one globally, emphasizing the importance of focusing on local stories created by local talent for local audiences.

The latest season of the Korean survival drama broke Netflix records with over 60 million views in just three days, claiming the top spot in all 93 countries where Netflix maintains Top 10 lists during its debut week. Kang’s commitment to authentic storytelling over manufactured global appeal has been validated by the show’s unprecedented success.

Kang highlights the importance of staying true to local culture when creating content, noting that trying to cater to a non-local audience without understanding the culture can result in a disconnect. He believes that new stories are likely to come from emerging creators who bring fresh perspectives and ideas to the table.

One example of this approach is the upcoming project “Lost in Starlight,” a feature animation by director Han Ji-won, marking her debut with Netflix. Kang acknowledges the lack of adult-targeted Korean animation in recent years and sees this as an opportunity to support and showcase new talent in the industry.

In addition to animation, Netflix is also backing emerging live-action directors like Kim Tae-joon, known for his films “Wall to Wall” and “Unlocked.” Kang emphasizes the importance of nurturing young, talented creators to ensure a vibrant future for Korean content.

Kang has observed how Netflix’s global standards have raised the bar for Korean production quality, particularly in terms of pre-production planning and post-production work. This shift has allowed creators more time to fully develop their ideas and actors to embody their characters more authentically.

While vertical video content is gaining popularity globally, Kang remains cautious about its potential, preferring to focus on the proven formula that has transformed Korean content into a global phenomenon. By empowering local creators to tell authentic stories that resonate locally before capturing global audiences through Netflix’s distribution platform, Kang and Netflix Korea are paving the way for the next generation of Korean hits.

As “Squid Game” Season 3 continues to break records and validate their approach, Kang and his team are committed to building on this success and shaping the future of Korean storytelling for audiences worldwide.