- Korean dramas were among the productions behind non-English content making up over a third of global Netflix viewing in January–June 2026.
- Korea is the second-largest country of origin for Netflix viewing, behind the US.
- Pakistani studies point to perceived cultural proximity and similarities in conservative approaches to relationships and social life.
- Netflix research found more than 80 per cent of its viewers had watched Korean content.
Korean dramas have stopped being a niche taste and become a steady fixture on screens worldwide, Pakistan included. While other countries' shows come in waves, Korean titles keep arriving.
In this article
Netflix figures for January–June 2026 show non-English content made up more than a third of global viewing. Korean, Japanese and Spanish productions were among the biggest contributors, with Korean dramas among them.
The numbers behind Korean dramas
Several Korean releases posted enormous audiences in that period. Teach You a Lesson reached 48.2 million views, Can This Love Be Translated? 28.6 million and The Art of Sarah 25.8 million.
The trend is not new. A global media-analytics firm, Ampere Analysis, estimates that South Korean content made up around 8-9 per cent of Netflix viewing hours in the second half of 2024. That made Korea the second-largest country of origin on the platform, behind the US. Of the 500 most popular non-English titles in that period, 85 were Korean, about 17 per cent.
Squid Game remains the benchmark. Across its three seasons the series generated 231 million views in 2025, and its final season alone drew 72 million in four days. When Life Gives You Tangerines recorded 35 million views and The Trauma Code 34 million. Weak Hero: Class 1 and Class 2 reached 22 million and 20 million respectively.
Netflix's 2025 research found that more than 80 per cent of its viewers had watched Korean content. Among those already watching, 63 per cent said they planned to watch more.
Why Korean dramas travel so well
One explanation for why Korean dramas travel is the blend of emotional storytelling and strong production values. Even a romance usually carries family, friendship, class, work and social pressure in its plot, and supporting characters get proper personalities and arcs.
The visual polish also counts, from locations and costumes to music and food. Korean makers mix genres freely: Vincenzo, for instance, combines crime, revenge and comedy. Most Korean dramas also run for a set number of episodes towards a planned ending, so viewers are not committing to endless seasons.
Subtitles, dubbing and worldwide distribution on Netflix removed much of the language barrier. A Korean series could therefore become everyone's show rather than a regional hit.
| Title | Episodes | Style |
|---|---|---|
| Crash Landing on You | 16 | Romantic drama with political tension |
| Vincenzo | 20 | Dark comedy and action |
| Four Hands Two Sonatas | 12 | Psychological musical drama |
Korean dramas in Pakistan: the cultural connection
For Pakistani viewers, the appeal of Korean dramas seems rooted in familiar values. Strong parent-child bonds, respect for elders, marriage expectations, nosy neighbours, concern for social standing, loyalty, sacrifice and shared family meals all feature heavily in these stories.
A Pakistani study of Korean-content consumption found that viewers perceived cultural proximity between the two societies. Another study, focused on Crash Landing on You, identified similarities in conservative approaches to relationships and social life. Korea offers a society that is recognisably Asian and family-oriented, yet technologically advanced and stylish.
Korean dramas are also said to be particularly popular with women viewers. Female characters tend to be written with care, and their emotional lives, careers, friendships and desires are not reduced to sexualisation.
Explained: why Korean dramas matter on Netflix
In short, the viewing figures give Korean content a prominent place on the platform. Korea ranked second among countries of origin for Netflix viewing, behind the US, with around 8-9 per cent of viewing hours in the second half of 2024. Korean titles also made up 85 of the 500 most popular non-English titles in that period, about 17 per cent.
On the Pakistani side, the evidence comes from studies rather than viewing data. One study of Korean-content consumption found perceived cultural proximity, while another, on Crash Landing on You, found similarities in conservative approaches to relationships and social life. Taken together, they suggest Korean dramas feel familiar to Pakistani viewers because of shared attitudes to family and social life.
The figures and the studies therefore answer different questions. The figures show how widely Korean content is watched, and the studies offer a reason why Korean dramas may resonate in Pakistan.
Where to start with Korean dramas
When Life Gives You Tangerines follows Oh Ae-sun, a free-spirited dreamer who wants to be a poet, and the devoted Yang Gwan-sik from the 1950s onwards. It tracks poverty, social pressure and misogyny, and it celebrates female strength, including Jeju's haenyeo (sea women).
Crash Landing on You drops a South Korean fashion heiress into North Korea after a paragliding accident, where an army captain hides her. Its 16 episodes of 80–90 minutes may feel bloated at times. Vincenzo follows a Korean-born Italian mafia consigliere who flees Italy for Seoul and tries to recover hidden gold. Four Hands Two Sonatas is a 12-episode psychological drama about rivalry between two piano prodigies.
Questions and answers
Why are Korean dramas popular in Pakistan?
Pakistani studies point to perceived cultural proximity, including similarities in conservative approaches to relationships and social life.
How big is Korean content on Netflix?
South Korea accounted for around 8-9 per cent of Netflix viewing hours globally in the second half of 2024, making it the second-largest country of origin behind the US.
Which Korean series is suggested for beginners?
When Life Gives You Tangerines is recommended. It follows a couple's life over several decades, covering love, family, resilience and ageing.
Which themes in Korean dramas appeal to Pakistani viewers?
Strong parent-child bonds, respect for elders, marriage expectations, nosy neighbours, concern for social standing, loyalty, sacrifice and shared family meals all feature heavily in these stories.
Do most Korean series run for endless seasons?
No. Most run for a set number of episodes towards a planned ending, so viewers are not committing to endless seasons.
Image: Ajay Suresh from New York, NY, USA / Wikimedia Commons, CC BY 2.0
