For decades, the global entertainment landscape was a one-way street. Hollywood produced, and the world consumed. While Latin American telenovelas and European cinema held regional sway, the vast, diverse continent of Asia was largely viewed as a consumer—not a creator—of global pop culture.
The rise of Asian content is inseparable from the rise of digital platforms. Streaming services like Netflix, Disney+, and Amazon Prime have invested billions in local Asian productions, realizing that local stories often have the highest global potential.
: Approximately 41% of respondents in 2024 global surveys stated K-dramas were very popular in their countries. Massive hits like Squid Game —watched by 142 million households in its first month—paved the way for Netflix to invest an additional $2.5 billion into the industry.