Introduction: The Rise of Hallyu and the Role of Digital Platforms
In the 21st century, Korean popular culture—widely known as Hallyu—has experienced a dramatic global rise. At the center of this cultural wave are K-dramas and K-pop. Their worldwide reach has been significantly enabled by global streaming platforms such as Netflix and Spotify, which serve as key channels for cultural diffusion.
Global Expansion of K-Dramas through Netflix
Netflix has emerged as a critical platform in the international distribution of Korean dramas. One of the most notable examples is Squid Game, which became the most-watched series on Netflix in 2021, with over 142 million households viewing it in the first four weeks of its release (Wikipedia, 2024). Following such success, Netflix has committed to expanding its investment in Korean content, with high-profile releases such as Squid Game Season 3 planned for 2025 (Time, 2024). This strategic investment signals the platform’s recognition of K-dramas’ global appeal.
Distribution of K-Pop and OSTs via Spotify
Spotify plays a pivotal role in the global dissemination of K-pop and Korean drama OSTs (Original Soundtracks). With the creation of the “K-Pop Hub,” Spotify offers curated playlists such as “K-Drama OST” that gather popular soundtracks from various dramas, making it easier for international listeners to engage with the music (Spotify, 2024). The platform’s algorithmic recommendations also contribute to increasing the visibility of Korean music on a global scale (Chosun Ilbo, 2024).
Streaming Achievements and Strategic Positioning of K-Pop
K-pop artists have achieved impressive global streaming milestones. For example, BLACKPINK’s “How You Like That” surpassed one billion streams on Spotify by 2024 (Wikipedia, 2024). These achievements reflect a broader strategy among K-pop artists and agencies to tailor content for global platforms and audiences, often releasing multilingual tracks and leveraging social media engagement to drive streaming traffic.
Conclusion: The Future of Hallyu through Digital Platforms
Platforms like Netflix and Spotify have become essential in the globalization of Korean content, enhancing accessibility and enabling cultural exchange. By bridging Korean creators with global audiences, these services contribute to the sustained growth of Hallyu. As digital strategies evolve, the collaboration between content producers and streaming platforms will continue to shape the future trajectory of Korean cultural exports.
📚 Reference
Chosun Ilbo. (2024, October 29). Spotify expands its K-Pop features to connect global listeners. Retrieved from https://www.chosun.com/english/people-en/2024/10/29/MM66VIY5PVHGDM65JLP6WXK4ZU/
Spotify. (2024). KDrama OST – Playlist by Kpop Station. Retrieved from https://open.spotify.com/playlist/7dqY2mieDTDSW97Rq3d8Nq
Time. (2024, March 21). The Netflix Korean Dramas to Look Out For in 2025. Retrieved from https://time.com/7212723/korean-dramas-2025-netflix/
Wikipedia. (2024). How You Like That. Retrieved from https://en.wikipedia.org/wiki/How_You_Like_That
Wikipedia. (2024). Korean drama. Retrieved from https://en.wikipedia.org/wiki/Korean_drama
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