Netflix’s K-Content Drives Growth in Global Korean Language Learning and Tourism

Netflix’s “Netflix Effect” report summarizes the company’s content strategy over the past 10 years. During this period, Netflix invested 135 billion dollars—approximately 202 trillion won—in content production, with economic impacts estimated at 325 billion dollars, or about 487 trillion won. These impacts represent 2.4 times the amount invested.

K-content has played a central role in Netflix’s global strategy. Titles such as “Squid Game,” “Pokppak Sokasseuda,” “KPop Demon Hunters,” and “Black & White Chef” have served as flagship programs.

The popularity of K-content has also influenced Korean language learning and tourism in other countries. Duolingo reported a 22% increase in users in the United States who are learning Korean compared to the previous year. Within three months after the release of “KPop Demon Hunters,” airline ticket bookings to South Korea rose by 25% compared to the same period a year earlier.

In January 2026, South Korean President Lee Jae-myeong and Japanese Prime Minister Sana Takaichi played drums to the tune of “Golden,” the theme song for “KPop Demon Hunters.” Netflix cited this event as an example of the global influence of K-content.

These achievements are rooted in Netflix’s thorough localization strategy. Ted Sarandos, Netflix’s CEO, stated in an article for the company’s newsroom that “to become truly global, one must start by being deeply local.”

“KPop Demon Hunters” will be released in physical formats nearly a year after its Netflix debut. It will be available in DVD, Blu-ray, and 4K Ultra HD versions through The Criterion Collection, with a release target date of December 31. The Criterion Collection edition is expected to include deleted scenes and bonus content.