How K-Content is Shaping Global Perceptions of Korea
- hub asean
- Oct 15
- 2 min read
Netflix report examines how Korean content is influencing global perceptions of Korea through a comprehensive survey of over 11,000 respondents across eight markets. The research reveals that Korean content has achieved remarkable global reach, with 60% of Netflix's 280 million users having viewed K-Content and over 80% of Netflix members worldwide watching Korean programming. Korean titles have maintained such consistent popularity that at least one has appeared on Netflix's Top 10 lists every week since the company began publishing these rankings in 2021.
The study consistently demonstrates that Netflix users show significantly higher engagement with Korean culture compared to non-users across all measured dimensions. Netflix users are twice as likely to express interest in watching K-Content in the future, with 63% showing high interest compared to only 36% of non-users. They also hold more positive perceptions of South Korea overall, with 61% reporting improved opinions of the country versus 37% of non-users.
This cultural engagement extends far beyond entertainment consumption into tangible lifestyle preferences and behaviors. Netflix users demonstrate substantially higher interest in Korean travel, with 67% expressing interest in visiting Korea compared to 41% of non-users. Among K-Content viewers specifically, 70% of Netflix users acknowledge that content influenced their travel interest, compared to 48% of viewers on other platforms. The food culture impact is equally pronounced, with Netflix users rating Korean cuisine as more appealing (61% versus 41%) and consuming it more frequently, with 85% having tried Korean food compared to 75% of non-users.
Fashion and product preferences show similar patterns of Netflix user preference. Netflix users find Korean fashion significantly more appealing (72% versus 36%) and express greater interest in purchasing Korean products, particularly skincare items and electronics. Music represents another area of strong differentiation, with 67% of Netflix users finding Korean music appealing compared to 41% of non-users, and K-Pop emerging as the dominant genre of interest across demographics.
The research reveals that K-Content viewership represents sustained rather than casual engagement. Most viewers across the surveyed markets have been watching Korean content for two or more years, indicating genuine cultural affinity rather than temporary trend-following. This loyalty appears particularly strong among Netflix users, who also demonstrate more diverse consumption patterns across multiple Korean cultural categories.
From the Korean perspective, respondents express high satisfaction with international representation of their culture, particularly among Netflix users. Korean Netflix users are twice as likely to feel extremely satisfied with how their culture appears in global media compared to non-users, and they strongly believe that K-Content positively impacts Korea's international image and tourism prospects.
The study surveyed K-Content viewers and non-viewers across the United States, Brazil, France, Japan, Thailand, India, and Indonesia, with additional input from South Korean respondents. While the methodology appears comprehensive and the sample sizes substantial, the research was commissioned by Netflix, which should be considered when interpreting findings that consistently favor Netflix users over users of competing platforms or non-users. The data suggests that Korean content, particularly as distributed through Netflix's global platform, is creating measurable cultural influence that extends well beyond entertainment into travel intentions, culinary preferences, fashion choices, and fundamental perceptions of Korea as a country and culture.