Disney+ Leverages K-Content for Global Expansion Despite Local Challenges

《Kim Ji-won's Kkakkaotalk》
Today's story, candid and critical. Kim Ji-won, a TENASIA journalist, critiques entertainment industry issues with a discerning eye.

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Korean dramas and films are at the forefront of Disney+'s strategy to conquer the global content market. Recognizing the impact of K-content, Disney+ is intensifying its strategic investments to expand globally. This move is expected to accelerate the global reach of K-stars as well.

According to the entertainment industry, Disney+ has been in the Korean market for five years. During this period, Netflix has maintained its position as the industry leader, while local OTT service TVING has established itself with 'domestic power.' However, Disney+'s presence in Korea remains limited. Despite this, Disney+ continues to invest in K-content due to its global appeal.

According to WiseApp & Retail's survey, Netflix was the most used OTT app by Koreans last month, with 14.44 million users. It was followed by Coupang Play (8.31 million), TVING (5.76 million), Wavve (2.27 million), and Disney+ (2 million). Disney+'s user base is over seven times smaller than Netflix's. In terms of OTT app usage time, Netflix leads with 98.04 million hours, followed by TVING (27.37 million hours), Coupang Play (21.07 million hours), Wavve (9.66 million hours), and Disney+ (4.82 million hours). The gap between Netflix and Disney+ is more than 20 times.

The results are evident. Netflix, in its ninth year in Korea, has consistently released hits from early works like 'Kingdom' to 'My Name,' 'Narco-Saints,' 'The Glory,' and 'When Life Gives You Tangerines.' The 'Squid Game' series even reached number one worldwide.

Disney+'s notable Korean hit is 'Moving.' Among this year's releases, 'Tempest,' starring top stars Jun Ji-hyun and Kang Dong-won, was anticipated but failed to capture significant attention domestically. In contrast, 'Tempest' became the most-watched original work in Korea and the Asia-Pacific region, leading in six countries, including Japan, Taiwan, Hong Kong, Singapore, and Turkey.

'Tempest' topped the charts in Japan, Taiwan, Hong Kong, Singapore, Turkey, and six other countries. It also reached number one in Korea, but this was attributed to a temporary 'new store effect.' In essence, 'Tempest' success was driven by international viewers.

Despite not establishing a strong foothold in the Korean OTT market, Disney+ actively develops Korean content due to global interest. At the '2025 Disney+ Original Preview' event held at the Hong Kong Disneyland Hotel, foreign journalists asked questions in fluent Korean and couldn't hide their excitement at the appearance of Korean stars. The event was attended by over 400 journalists from 14 countries, including Korea, Japan, Hong Kong, and Singapore.

Luke Kang, President of Walt Disney Company Asia-Pacific, stated, "Outstanding works produced in Korea and Japan are resonating globally more than ever." He added, "Korean storytelling is loved in the Asia-Pacific region and the U.S., and it's rapidly gaining viewers in Latin America, particularly in Brazil and Mexico." This suggests that Disney+ is investing in Korean content not just for the Korean market but with a focus on 'K-content in the world.'

Disney+'s upcoming projects feature K-stars who are popular overseas. The fantasy romance 'The Remarried Empress' stars Shin Min-a, Ju Ji-hoon, Lee Se-young, and Lee Jong-suk. The mystery horror period drama 'Portraits of Delusion' features Suzy and Kim Seon-ho. In the romance 'Perfect Crown,' set in a constitutional monarchy, Byeon Woo-seok plays the grand duke, and IU plays the daughter of a chaebol family. When teasers for these Korean contents were unveiled at the '2025 Disney+ Original Preview' event, they received enthusiastic applause and cheers from the international press.

Even though the top star marketing of 'Tempest' with Jun Ji-hyun and Kang Dong-won didn't work in Korea, it succeeded overseas. Disney+ aims to attract new global viewers and retain existing ones by leveraging the power of K-content. This is why Disney+ continues to focus on K-content despite not having a strong presence in the Korean market.

Kim Ji-won, TENASIA Reporter bella@tenasia.co.kr