Partner Article

The Growing Asian Influence in Western Entertainment: Squid Game 2 and Beyond

In recent years, the wave of Asian influence in Western culture has been undeniable, with entertainment serving as one of the most prominent arenas for this cultural shift. The release of Squid Game 2 in 2024 solidifies the rise of Korean and broader Asian content, showcasing how Asian narratives, aesthetics, and creativity have permeated mainstream Western media. As the series continues to captivate global audiences, it serves as a powerful symbol of how Asian entertainment is not only thriving in the West but reshaping the entertainment landscape.

When Squid Game first premiered on Netflix in September 2021, it became an instant global sensation, breaking records and sparking conversations about wealth inequality, morality, and the human condition. The show’s shocking success—1.65 billion viewing hours in its first 28 days—paved the way for more Asian-driven content in Western markets. And by the time Squid Game 2 was released in 2023, expectations were sky-high.

The second season of Squid Game delivered in many ways, once again blending intense drama, psychological thrill, and socio-political commentary. It proved that the series wasn’t just a one-off hit but part of a larger trend of Asian content becoming central to global pop culture. The series' ability to address universal themes while maintaining distinctly Korean cultural markers further solidified its position in the global entertainment conversation.

More than just a show, Squid Game became a cultural touchstone, influencing everything from fashion (hello, green tracksuits) to video games, memes, and even political discourse. As Squid Game 2 proved, this was not a passing trend—it was a new era of entertainment where Asian stories and styles are shaping the future of global media.

While Squid Game undoubtedly led the charge, Korean content has been on a steep upward trajectory for years. K-drama, K-pop, and Korean cinema have steadily gained international recognition. Korean film director Bong Joon-ho’s Parasite made history by winning the Academy Award for Best Picture in 2020, further demonstrating that Korean cinema had not only gone mainstream but had become an essential part of global cinema.

The success of Squid Game is a continuation of this trend, where Korean creators are not only producing content for local audiences but are effectively shaping global trends. Shows like Kingdom, Vincenzo, and Crash Landing on You have all seen enormous international success, and they continue to open doors for other creators and productions from South Korea to follow suit. Moreover, with the thriving Korean music industry—led by K-pop giants like BTS and BLACKPINK—Asian culture is increasingly becoming a staple in the West, as audiences embrace Korean influences across all forms of entertainment.

While South Korea’s entertainment scene has garnered the most attention recently, other Asian countries have also seen their content gain traction in Western markets. Japan, for example, has long been a powerhouse of anime, with series like Demon Slayer and Attack on Titan achieving critical and commercial success worldwide. In fact, in 2020, Netflix reported that anime accounted for 30% of its U.S. content views, reflecting a surge in interest for Japanese storytelling.

Indian films, particularly those from Bollywood, have also steadily made their mark internationally. Movies like RRR and The Lunchbox have won over global audiences and critics alike, and the popularity of Bollywood stars like Priyanka Chopra and Hrithik Roshan is growing. Chinese cinema, too, with movies like Crouching Tiger, Hidden Dragon and The Wandering Earth, has found recognition beyond its own borders, particularly within the international box office and streaming platforms.

The success of shows like Squid Game has undoubtedly contributed to Netflix's revenue growth. This success has played a role in Netflix's decision to increase subscription prices, as the platform continues to invest heavily in producing high-quality content, including a significant portion of Asian programming. While price increases can sometimes lead to subscriber churn, the consistent demand for high-quality content, including the growing appeal of Asian shows, supports Netflix's strategy of investing in premium content and adjusting pricing accordingly.

The unprecedented success of Squid Game and other Asian content signals a broader trend in which the barriers between Eastern and Western entertainment are increasingly blurred. Audiences are no longer confined to consuming content from their own cultural backgrounds—they want to experience stories from across the globe, and they’re embracing cultural diversity in ways that weren’t possible a decade ago. 

 

This was posted in Bdaily's Members' News section by Jane Wang .