If you are interested in popular culture, you must have heard the term OTT at least once. What does it stand for? OTT is the acronym for “Over the Top,” referring to a streaming service watchable anytime with an internet connection. Netflix, Apple TV, and YouTube are typical examples. Recently, the OTT market in Korea has exploded with many new channels available. Korean content is attracting much attention, expanding the K-content craze. Dramas such as Kingdom, Squid Game, and All of Us Are Dead are examples. Squid Game has even been parodied in various countries and won many awards, demonstrating the power of Korean content.

Why is Korean content so popular? I think the reason is the expression of Korean sentiment and the candid representations of our society's problems. In Squid Game and All of Us Are Dead, we can see contradictions in our society and learn about social issues such as inequality and school violence. In Pachinko, which is currently popular, we learn about the history of Korea and the han (roughly translated “deep sorrow or resentment”) of Koreans who have endured hardship and adversity for a long time. I think the reason for the success of Korean content is that it deals with hardships that resonate with many people.

As the popularity of Korean content soars, foreign OTT companies are producing more Korean dramas. The quality of such dramas improves due to the abundant resources available, and the productions can easily be enjoyed globally. However, all rights to the content belong to the overseas company, making it difficult for Korean producers to earn additional revenue. Exporting Korean content overseas has the enormous advantage of promoting Korea and its culture, but it is time to take measures to form a fairer content industry. While enjoying the success of Korean content, think about the direction the content industry should take!