Last year’s K-broadcasting exports estimated at 1.8 trillion won 80% of Netflix members worldwide have watched Korean titles 72% of viewers of Korean titles intend to visit South Korea Spillover into tourism, cosmetics, food, clothing and other sectors
The overseas success of Korean dramas and variety shows is spilling over into spending in other industries, including tourism and dining. With domestic broadcasting and video exports having grown at least fourfold over the past 10 years, turning overseas audiences into actual demand for travel to South Korea and purchases of Korean products is emerging as a new export channel.
On the 23rd, according to the Ministry of Culture, Sports and Tourism and the Korea Creative Content Agency (KOCCA), among others, domestic broadcasting and video exports are estimated to have increased 4.2-fold in 10 years, from $320.43 million (about 424.7 billion won) in 2015 to about $1.34952 billion (about 1.7888 trillion won) last year. The increase from 2022 through last year alone was 42.3%, outpacing the 12.6% growth in total content-industry exports over the same period.
The spread of Korean productions and content is seen as the main reason. Global online video services (OTT), including Netflix, have drawn overseas viewers in as consumers. Since Netflix began publishing its official global Top 10 rankings in 2021, at least 200 Korean titles have made the list. According to statistics Netflix released to mark its 10th anniversary in South Korea, eight out of 10 Netflix members have watched a Korean title.
The Korea Creative Content Agency cites “cultural proximity” as one factor behind the way content consumption leads to tourism and product purchases. Repeated exposure to Korean productions can build familiarity with Korean culture and a sense of shared tastes, which may in turn spark interest in Korean food, products and travel destinations, the agency explains.
A survey of overseas viewers also found this trend. Netflix commissioned independent research firm 2CV to survey at least 11,500 people in eight countries. Among Netflix members, 67% said they intended to visit South Korea, compared with 41% of nonmembers. Among viewers of Korean titles, the share intending to visit South Korea rose to 72%.
In addition, 64% of Netflix members said Korean titles had influenced their interest in Korean culture. And 61% said their perception of South Korea had become more positive.
Overseas viewers’ interest was also reflected in rising search activity. According to an analysis Netflix published on the impact of Korean titles, around the release of “When Life Gives You Tangerines,” which is set on Jeju Island, global Google search interest in Jeju rose to as much as 1.4 times the average for the eight weeks before the release. The number of foreign tourists who visited Jeju last year also reached 2.24 million, up 17.7% from the previous year and the highest in nine years.
This trend also accords with analysis indicating that the economic ripple effects of Hallyu exports extend beyond the video industry. Based on its analysis of data from six regions between 2006 and 2024, the Korea Creative Content Agency estimated that every $100 million increase in Hallyu-industry exports leads to a $202 million increase in exports from related industries, including tourism, cosmetics, food, clothing and IT devices. It also estimated an induced domestic production effect of $570 million (about 755.5 billion won) and an employment effect of 3,389 jobs.
The production ecosystem has also expanded. Netflix says it produced or co-produced at least 200 Korean titles with at least 80 production companies in South Korea from 2016 through last year. At least 25,000 cast and crew members took part. Supporting performers and daily hires numbered at least 70,000, and filming locations spanned at least 100 cities and towns nationwide.
Over the past 10 years, as overseas distribution channels for Korean productions have broadened, the effects of exports have spread beyond sales of the titles themselves to tourism, dining and consumer goods. Connecting interest generated overseas to actual visits to South Korea, product purchases and subsequent production investment is expected to be the next challenge in expanding the export impact of South Korea’s cultural industry.
This article has been translated by GripLabs Mingo AI.
