Just two days before the third and last season of Houfar game It was launched on Netflix, the head of the Korean Content, Don Kang, on the stage at the Apos Media and Entertainment Summit to discuss the widespread cultural impact of Korean shows, and the production of the Korean industry, as well as the performance of Netflix's advertising level in the country.
Promoting efforts in full swing Houfar gameWith the appearance of actors in New York and Los Angeles recently – and huge Houfar game The show is scheduled to be held in the center of Seoul on Saturday from Guangamon to Seoul Plaza, which he participated in hosting the Seoul Capital Government.
“At this stage, I do not focus on any numbers, expectations or performance, but I really focused on presenting this wonderful end to the masses, and providing excellent work by the staff and the entire crew,” Kang said at the APOS summit, which was held in Bali, Indonesia. “I was only in New York last week, for the first show in New York, and thousands of people appeared. It was really exciting to see emotion.”
Kang worked at Netflix for seven years, after he previously worked in the international distribution of the Korean bloc CJ Enm.
He sponsored the record chain during three seasons, where he worked with the creator Huang Dong Hyuk.
“My previous job before Netflix, I was distributing an international distribution. I knew that the Korean content was loved outside Korea, but mostly in the APAC region, it was almost impossible to extend it more than this market,” Kang said. “But since I moved to Netflix, I really saw this global boom about Korean content, especially soon Houfar game. For most people outside Korea, Houfar game The first real Korean series they really saw. Since then, more than 80 % of Netflix members have seen Korean content and many of them continue to do so. It is a testimony that a great offer on Netflix can really expand this audience.
Kang added: “From the first season, we took about three years to produce the second season. This is a relatively long time for completion.” “There was a question about whether people would appear. What we saw, the numbers were incredible. The definition of views from the actual watches that were seen was drawn, and more than 190 million views were.”
Only in the first week, Houfar gameThe second season received more than 60 million views and became the largest offer for Netflix in the second half of 2024. The first season is that the Netflix offer is the most popular ever.
However, the third season of Houfar game The first show is presented amid a time of concern and extreme anxiety between the Korean filmmaking and television industry, as the industry faces major issues such as high production costs and disturbing theatrical numbers. The box office has registered in Korea so far this year is the slightest presence in two decades.
When asked about these concerns about the Korean content industry and the goal of production, Kang said: “There was a time when there was any place between a series of 100-150 a year. This happened during a stage when a lot of the series was exported to China and we saw many international players who started in every person who is in everything in winning, when everyone stopped working, when there was everything in China. He was really in a big problem.
“It's a stage. It is rising and decreasing, but I am very confident in the future. I have many friends from the local industry, and sitting here in this conference room. It is a time when we need to exercise discipline in terms of cost management, but I know that too, we have done it before, and we will get out of this stronger,” Kang added.
Looking at internically, Kang said he was optimistic that the platform will also be able to get out of this calm in this industry.
“These production costs are determined by production companies, so when we find something interesting to form, we believe for a long and difficult period about the appropriate size of investment,” Kang said. “We discuss and end things through negotiations. We are trying to determine the size of the budget, and as long as we can all exercise this discipline together, I am very confident of future health.”
Kang added that in addition to working with veteran directors, it is also important to search for a new talent and aims to 20 to 25 % of Korean titles in the current to be works of new creators.
On the other side of the prices related to prices, Kang participated that the Korean fans are dealing with the layer of banners ads at a “similar” rate of the global rate of Netflix, where 50 % of all new members participated in the advertising class.
Kang said: “Our advertising works in Korea are tracking similar to what we see all over the world,” Kang said. “It gives our fans and organs to choose the amount they want to pay for Netflix, and also creates a great opportunity for brands to call stories on Netflix.”
On the interface of partnerships, Netflix falsified partnerships with Naver as well as the Korean car manufacturer Ki.
Naver and Netflix revealed a partnership in September last year, as Naver also presented the Netflix plan backed by ads as part of Naver Plus membership since November.
Kang said: “Measuring the most important success is participation,” Kang said. “With Naver, it was an innovative way to find a new sector of the masses and really communicate with them in Korea.”
Netflix recently assigned a survey of an external party of more than 11,500 people around the world around Korean content, which led to a popular collapse and Vandum, with most of these respondents from major markets such as the United States, Brazil, France, India and Japan.
The report, titled “How to form Korean's global perceptions of Korea”, found that Netflix members were twice more likely to Korean culture, and Netflix members were also twice (63 % of Netflix users compared to 36 % of non-users) to show interest in watching the K-CONNT in the future.
The drama, followed by romance and then work, has emerged as a beloved type among the viewers of the Korean content outside Korea.
Kang indicated that there is a positive effect of Korean Netflix offers and the content in generating attention on other aspects of Korean culture.
Kang said: “The great thing is that all these shows have Korean elements – just as you see Korean food, you can hear the songs that we sing, and the places we go to.” “It really affects the way the world sees and understands the Korean culture. We have a new study showing that Netflix members have a much higher rapprochement with Korean culture and more willing to explore Korean products more than non -organs.”
