NextSharkNextShark.com
Latest Newsletter🍵 AAPIs want justice for Tyre NicholsRead

Article

Study: Online posts about Korean pop culture have jumped 3,000 percent since ‘Squid Game’ release

squid game online
Image: “Squid Game”/ Netflix
  • A recent South Korean study found that online English-language posts relating to Korean pop culture increased by 3,000 percent, or 30-fold, following the release of the Netflix series “Squid Game.”

  • The Korea International Cultural Exchange Agency and Ministry of Culture, Sports and Tourism announced their findings yesterday after analyzing data on Korean pop culture’s global impact.

  • The report was based on data collected from various social platforms, including YouTube, TikTok, Reddit and Rotten Tomatoes, between June and December of last year.

  • “Squid Game” made history upon its September 2021 release when it became the “biggest series launch” in Netflix history with over 111 million viewers in its first month.

Asian America Daily - in under 5 minutes

Get our collection of Asian America's most essential stories, to your inbox daily, for free!

Unsure? Check out our Newsletter Archive

A South Korean study found that online English-language posts related to Korean pop culture increased by 3,000 percent, or 30-fold, following the release of the popular Netflix series “Squid Game.”

The Korea International Cultural Exchange Agency (KOFICE) and Ministry of Culture, Sports and Tourism released the report yesterday. They analyzed data from 15 countries across three categories of online media between June and December of last year.

The three categories included video and social media, community sites and review platforms such as YouTube, V Live, Reddit, Rotten Tomatoes, TikTok and Soompi, among others. According to the report, these platforms showed a significant increase in content related to Korean pop culture after the release of “Squid Game” in September 2021.

YouTube video posts related to Korean pop culture increased by over 30 times from 2,300 videos per week between June and August 2021 to 70,600 in December 2021.

Reddit saw an estimated 15,000 Korean pop culture-related posts per week in September before exceeding 20,000 posts in October.

Articles about Korean pop culture across foreign media also increased from 16.6 per week before “Squid Game” to 133.3 articles per week in October. Approximately 54% of articles were related to Korean pop culture, while K-drama-related articles accounted for another 32.5%.

Review platforms also saw an increased amount of Korean culture-related posts. One of those platforms, Rotten Tomatoes, went from less than 20 Korean pop culture content reviews per week to over 130 after the release of “Squid Game.”

KOFICE concluded that the release of “Squid Game” preceded an increase in Korean pop culture interest and online content created by both fans and the general population. 

On Oct. 12, Netflix announced that “Squid Game” had made history by becoming the “biggest series launch” after reaching 111 million viewers within its first month.

Support our Journalism with a Contribution

Many people might not know this, but despite our large and loyal following which we are immensely grateful for, NextShark is still a small bootstrapped startup that runs on no outside funding or loans.

Everything you see today is built on the backs of warriors who have sacrificed opportunities to help give Asians all over the world a bigger voice.

However, we still face many trials and tribulations in our industry, from figuring out the most sustainable business model for independent media companies to facing the current COVID-19 pandemic decimating advertising revenues across the board.

We hope you consider making a contribution so we can continue to provide you with quality content that informs, educates and inspires the Asian community. Even a $1 contribution goes a long way.  Thank you for everyone's support. We love you all and can't appreciate you guys enough.

Support NextShark

Mastercard, Visa, Amex, Discover, Paypal