- Non-English content made 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 television has 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.
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.
The numbers behind the surge
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.
What makes Korean shows travel so well
One explanation 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 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 |
The Pakistani connection
For Pakistani viewers, the appeal 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.
Where to start
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.
Image: Ajay Suresh from New York, NY, USA / Wikimedia Commons, CC BY 2.0
