The year 2021 was the year of Squid Game.If one piece of content caught the zeitgeist on the world stage over the last 12 months it was Netflix’s Korean-language Battle Royale-style capitalism satire.According to the streamer, the show smashed previous records to become Netflix’s most-watched title of all time, racking up a mighty 1.65 billion viewing hours (equivalent to 182,000 years) in 28 days following its premiere in September.Even if you’re not convinced by the metrics Netflix uses to reach some of its numbers, the show’s permeation of popular culture was tangible.
Halloween was the perfect example of the phenomenon, with seemingly every group photo on social media prominently featuring a pink jumpsuit-sporting cosplayer.
The costumes were so popular that some schools in New York banned them over fears they could glorify violence.The show didn’t come from nowhere.
Korean content has been breaking out in a big way across the last decade, from Parasite’s ground-breaking Oscar triumph to the proliferation of K-drama across Asia and beyond.With South Korea now firmly established as one of the leading content producing territories in the world, will it again be behind the next truly global, non-English-language streaming hit?
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