Vol. 7, Issue 1, Part E (2025)

The global increase in the popularity of K-drama which has taken place within the last two decades has completely reshaped traditional methods of advertisement and relevance of the media. The present study has opened with the history of Korean drama and its spread in the last century, the efforts made by the government and its transition during the pandemic. The findings of the research have shown how the government has offered loans to help the industry and the role of the musical industry in promoting artists. It has been observed that the unique narrative style and emotional depth of the research have led to increased cultural appeal. The role of Netflix has been explored within the research, the study has discussed how localization and adding subtitling and dubbing have helped in the content reaching multiple crowds. Investment in the production of original content for Netflix has been shown to be profitable as this provides Netflix with more rights over the product while using an algorithm to promote the content that a viewer is interested in. Finally, the research has discussed the role of social media, the use of viral marketing for the promotion of the series to attract new consumers and ensure the show resonates with them.