A significant majority of Netflix’s international members are keen to visit South Korea, according to new research commissioned by the streaming giant. The study found that 67% of surveyed members expressed a desire to travel to the country, with the allure stemming largely from the compelling narratives produced there rather than solely its scenic landscapes.
The Chenab Times has learned that this finding was highlighted by Sung Q Lee, Netflix’s senior director of APAC production, during an opening masterclass at Creative Asia. The event, a collaboration between Netflix and Creative Asia, aimed to spotlight production hubs and creative ecosystems across the region.
Lee emphasized that the growing global fascination with Korean content, encompassing K-dramas, films, and variety shows, directly translates into a desire among viewers to experience the settings and cultural contexts depicted on screen firsthand. This phenomenon underscores the power of localized content to not only captivate audiences but also to drive tourism and cultural exchange.
The research indicates that viewers are increasingly drawn to the authenticity and cultural richness embedded in Korean storytelling. This includes everything from the bustling cityscapes of Seoul to the more traditional rural landscapes, all of which serve as backdrops to narratives that resonate deeply with an international audience. The success of shows like ‘Squid Game’ and films such as ‘Parasite’ has been instrumental in this regard, sparking widespread interest in Korean culture.
Creative Asia, supported by Netflix, serves as a platform to foster the growth of the creative industries within Asia. By bringing together creators, policymakers, and industry leaders, the initiative aims to identify and nurture talent, facilitate co-production opportunities, and promote the global reach of Asian entertainment. The focus on production locations within Creative Asia’s agenda highlights the strategic importance of physical filming sites in content creation and their potential to attract international production investments.
Lee’s presentation at Creative Asia also touched upon Netflix’s commitment to investing in local production infrastructure and talent development across the Asia-Pacific region. The company’s ongoing efforts to produce a diverse range of Korean content reflect a strategy that benefits both the local creative economy and the streamer’s global content library. This investment is seen as a key driver for increasing the appeal of South Korea as a filming destination and a tourist hotspot.
The data from Netflix’s survey suggests a direct correlation between consumption of Korean media and travel intent. This presents a significant opportunity for South Korea’s tourism sector, as well as its burgeoning film and television industry. By leveraging the global popularity of its content, the country can further solidify its position as a cultural powerhouse.
The implications of this trend extend beyond entertainment. It points to a broader shift in how global audiences engage with different cultures, with streaming platforms acting as conduits for cultural discovery. The desire to visit locations seen in popular shows and movies signifies a tangible impact of digital media on real-world tourism and economic activity.
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