The rapid rise of Korean dramas in Europe is entering a new phase, moving from streaming success to regional adaptation and co-development, executives said at a MIP London session examining the genre’s growing regional influence.
Speaking on “The Rise of K-Dramas in Europe,” CJ ENM Marketing Manager Jinnie Lee said that Korean dramas are “very clearly on the rise, not only in global recognition, but also in actual regional performance, as well as strong and sustained engagement within individual markets.”
In addition to Lee, the panel discussion was also attended by Diane Min, head of European sales at CJ ENM, and Claire Takami Silgedahl, development producer at Fifth Season UK, an international studio co-owned by South Korea’s CJ ENM, Japan’s Toho, and US investment firm Neuberger Berman.
As an example of the genre’s momentum, Lee pointed to CJ ENM’s drama “Bon Appétit, Your Majesty,” which ranked in Netflix’s top 10 in more than 10 European territories and stayed in the charts for up to seven consecutive weeks in countries such as Portugal, Romania, and Greece.
Min said the global success of “Squid Game” in 2021 “literally changed everything,” making Korean dramas more accessible to viewers around the world. She pointed out that over the past five years, a total of 210 Korean dramas from multiple broadcasters and studios have made it onto Netflix’s top 10 chart.
Min said Europe has been a key expansion area, with more than 30 Korean drama titles now available on Prime Video in the UK, and CJ ENM launching Korean series on major French broadcasters.
Siljedal said that the appeal of Korean dramas lies in their originality and fusion of genres. “The concept is very original, there’s a lot of genre mashups, and it’s really exciting,” she said, noting that many of the story ideas feel different from what is typically developed in the Western market.
She also pointed to adaptation challenges, such as cultural differences and tonal coordination. She said ideas about sex, emotionally charged storytelling and culturally specific elements often needed to be modified to resonate with British audiences while maintaining the IP’s original feel.
The session focused on titles that are gaining attention in Europe, including “The Lovely Runner,” which has expanded to multiple territories on Prime Video, and CJ ENM’s upcoming series “The Legend of Kitchen Soldier,” a military drama with a culinary twist that will premiere on Series Mania.
Panelists said adaptation efforts are accelerating as producers seek to translate Korean intellectual property into English versions. Sziedar said The Fifth Season currently has multiple remakes in development and chose the erotic revenge thriller “Eve” for its adaptation due to its strong regional and global performance.
Min said CJ ENM’s strategy is now expanding beyond distribution to producing Korean stories in multiple languages through partnerships with international companies.
Looking ahead, panelists said the next stage of Korean drama growth in Europe will be driven by close collaboration between Korean producers and international companies. As Siljedahl says, “There are many exciting ways to collaborate,” including developing original concepts designed from the outset for a global audience.
