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      How Netflix Plans Total Global Domination, One Korean Drama at a Time

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      As “Squid Game” showed, success with audiences around the world can come from a laser focus on local taste.They met in a 20th-floor conference room in Seoul named for one successful project with Korean talent — “Okja,” a 2017 film of one girl’s devotion to a genetically modified super pig — to discuss what they hoped would become another hit.Quickly, the gathering of Netflix’s South Korea team became an unhappy focus group, with a barrage of nitpicks and critiques about the script for a coming-of-age fantasy show.One person said the story line pulled in too many fantastical — and foreign — elements instead of focusing on character and plot. The creative components struck another person as too hard to grasp, and out of touch.Finally, the executive who was championing the project offered a diagnosis: The writer had watched too much Netflix.Inspired by the streaming service’s success in turning Korean-language shows into international hits, the writer wanted this show to go global, too, and thought more far-fetched flourishes would appeal overseas.The fix, the executive said, was the opposite. The script needed to “Koreanize” the show, ground it in local realism and turn some foreign characters into Korean roles.Netflix wants to dominate the entertainment world, but it is pursuing that ambition one country at a time. Instead of creating shows and movies that appeal to all 190 countries where the service is available, Netflix is focusing on content that resonates with a single market’s audience.“When we’re making shows in Korea, we’re going to make sure it’s for Koreans,” said Minyoung Kim, Netflix’s vice president of content in Asia. “When we’re making shows in Japan, it is going to be for the Japanese. In Thailand, it’s going to be for Thai people. We are not trying to make everything global.”Front, a robot doll from the show “Squid Game.” Back, Minyoung Kim, Netflix’s vice president of content in Asia, who brought the show to the world.Chang W. Lee/The New York TimesNetflix’s 2023 Emmy nominations — a respectable if not record-breaking haul for the streaming service — tell one story of its ambitions: It received nods Wednesday for its prestige drama “The Crown,” its comedy-drama “Beef” and its reality shows “Love Is Blind” and “Queer Eye.”In addition to that wide spectrum of English-language programming, Netflix’s ambition is to grow in relatively untapped regions like Asia and Latin America, beyond its saturated core markets in the United States and Europe, where subscriber growth is slowing. It is allocating more of its $17 billion annual content budget to expanding its foreign language programming and attracting customers abroad.But the company is also betting that a compelling story somewhere is compelling everywhere, no matter the language. This year, Netflix developed “The Glory,” a binge-worthy revenge saga about a woman striking back against childhood bullies, which cracked the top five most-watched non-English-language TV shows ever on the service. Before that, at one point “Extraordinary Attorney Woo,” a feel-good show about a lawyer with autism, was in the weekly Top 10 chart in 54 countries. Last year, 60 percent of Netflix subscribers watched a Korean-language show or movie.The overseas content has also taken on greater significance with the Hollywood writers’ strike, in which Netflix has become a focal point of frustration for the ways streaming services have upended the traditional television model. In April, before the writers went on strike, Ted Sarandos, one of Netflix’s co-chief executives, said that he hoped there wouldn’t be a strike and that he would work toward a fair deal. But he also promised, “We have a large base of upcoming shows and films from around the world,” adding that Netflix had to “make plans” for a worst-case scenario.In building an audience abroad, Netflix has a head start on other major streaming platforms, although Disney and Amazon have announced plans to build their catalogs of international content. In many Asian markets, Netflix is also competing with a local streaming option — often created by broadcasters wary of ceding control to foreign media giants.Asia, Netflix’s fastest-growing region, is a key battleground because customers watch a higher percentage of programming in their native tongues. Netflix already has shows in more than 30 Asian languages.That’s where Ms. Kim, 42, comes in.Ms. Kim joined Netflix in 2016. Her job is, essentially, to help Netflix do something that has never been done before: build a truly global entertainment service with shows in every market, while selling Americans on the appeal of foreign-language content. If she is daunted by the demand, she doesn’t show it.She is chatty and direct, with an almost encyclopedic knowledge of Korean television dramas. But perhaps most importantly for her task, she is the woman who gave the Netflix-watching world “Squid Game.”‘Don’t expect miracles’In 2016, Netflix rented Dongdaemun Design Plaza, a Seoul landmark and futuristic exhibition space, for a red-carpet affair featuring the stars of one of its biggest shows at the time: “Orange Is the New Black.”The hors d’oeuvres were served, on theme with the show, on food trays meant to mimic prison. Netflix was arriving in Korea’s entertainment industry with a big splash. But the tongue-in-cheek humor felt inhospitable and culturally out of touch, according to industry people who attended. It left the impression of an American company that did not understand Korea.It was a clumsy start. A few months later, when Ms. Kim began in her role as Netflix’s first content executive in Asia with a focus on South Korea, she warned the company’s executives: “Don’t expect miracles.”Ms. Kim said she needed to make Netflix feel less foreign and sell creators on why they should work with the company.She traveled to visit producers at their offices instead of summoning them to see her. She arranged regular boozy dinners with producers — the custom in South Korea — knowing that it was difficult to gain their trust until they got drunk with her.Over lunch, where she had a steaming bowl of beef offal soup, she described her strategy.“Here, you first have to build a relationship,” Ms. Kim said. “At the time, I think the way we approached things felt very transactional and aggressive. When it comes to Asian partners, oftentimes it’s more than just the money we put on the table.”The 2021 show “Squid Game” became the most-watched show ever on Netflix and spurred interest in more Korean shows and movies.Noh Juhan/NetflixEarly in her tenure, she came across a movie script called “Squid Game” by Hwang Dong-hyuk, a respected local filmmaker. He had written it a decade earlier and could never find a studio to finance it. She said she immediately loved the irony of a gory “death game” thriller based around traditional Korean children’s games. She thought the concept might work better as a TV show, allowing for more character development than a two-hour film.But it seemed like a strange choice for one of her first big bets. Similar titles were in the young-adult genre, such as “The Hunger Games” or “Battle Royale,” a Japanese cult film in which a group of students fight to the death.“Who wants to see a death game with poor old people?” she recalled being asked by a member of her team.But after she saw the set designs, she was convinced that it would be a big hit in Korea. Netflix decided to change the English title to “Round Six” to appeal to an international audience. Near the release date, Mr. Hwang asked to change the title back because he felt that “Squid Game” was closer to the show’s essence.Much to everyone’s surprise, “Squid Game” garnered an enormous number of views in South Korea and across the world. It was a sensation that broke into the cultural zeitgeist, complete with a “Saturday Night Live” skit and Halloween costumes. And Netflix finally threw the right kind of party for the show’s Korean cast: an after-party, after dominating last year’s Emmy Awards.“Squid Game” changed everything. It became the most-watched show ever on Netflix, and it spurred interest in other Korean content. In April, to coincide with a visit to the United States by South Korea’s president, Yoon Suk Yeol, Netflix said it was planning to invest $2.5 billion in Korean shows and movies in the next four years, which is double its investment since 2016.After decades of Hollywood’s delivering blockbusters to the world, Netflix is trying to flip the model. Mr. Sarandos said that “Squid Game” proved that a hit show could emerge from anywhere and in any language and that the odds of success for a Hollywood show versus an international show were not that different.“That’s really never been done before,” he said at an investor conference in December. “Locally produced content can play big all over the world, so it’s not just America supplying the rest of world content.”‘Green-light rigor’Global expansion requires a guiding principle. For Ms. Kim, that’s “green-light rigor,” a mind-set she brought to Netflix’s office in the Roppongi district of Tokyo, where she moved last year to oversee the content teams in Asia-Pacific except for India. In some Asian countries, she explained, Netflix has a more limited budget, so the company has to select only the “must-haves” and pass on “nice-to-haves.” Green-light rigor also means not pandering to what Netflix imagines viewers across the world want.How that discipline played out in practice was on display when the Japanese content team met to discuss whether to option a book for a show in late January.The book in question was a love story set in a dystopian world with elements of science fiction. A data analyst said that based on the show’s projected “value,” he wondered whether Netflix would recoup its investment because of the sizable budgets usually required for science fiction.Kaata Sakamoto, who heads the Netflix Japanese content team, said the company had helped creators working in their own countries in their own languages reach a global audience.Chang W. Lee/The New York TimesKaata Sakamoto, who heads the Japanese content team, said he worried about the mismatched expectations of viewers who might come expecting a romance drama and then find themselves in hard-core science fiction.“It’s like someone who goes into a restaurant and they are served food that is different from what they want to eat,” he said. “If this is a ‘Romeo and Juliet’ tale, do we need a big sci-fi world setting? It feels like mixed soup.”The executive pitching the project said the writer watched “a lot of Netflix” and was aware of what was popular. So instead of a pure love story, he wanted to infuse elements of dystopian science fiction — a popular genre on Netflix.But Mr. Sakamoto, who played an active role in producing some of Netflix’s hits from Japan, seemed unconvinced.“My question is what is it about this project that is uniquely Japanese?” he asked.Netflix’s Tokyo office exudes an American vibe, but very little English is spoken in the creative meetings. This was the case when Mr. Sakamoto met with Shinsuke Sato, creator of “Alice in Borderland,” a science-fiction survival thriller that was Netflix’s biggest hit in Japan, to discuss a coming project.It was a free-flowing discussion that touched on minute details of the project, from character development to plot twists to which scary animals would work best in computer graphics — reptiles could be easier than furry creatures, suggested Akira Mori, a producer who works with Mr. Sato. (“Maybe an alligator?”)Later, Mr. Sakamoto said that in the past, a lot of talented Japanese who were successful in Japan had struggled to break through in Hollywood because they didn’t speak English well.“But what Netflix has allowed is that creators can make work in their own countries in their own language, and if the storytelling is good and the quality is there, they can reach a global audience,” he said. “This is a major game changer.”“Physical: 100,” a gladiator-style game show in which contestants fight for survival and a cash prize, was in the Top 10 of non-English shows for six weeks. NetflixVision come to lifeThe increased expectations are apparent throughout Netflix’s high-rise office in Seoul. The meeting rooms are named after its prominent Korean movies and shows. In the canteen, a human-size replica of the doll from “Squid Game” looms over a selection of Korean snacks and instant noodles.Ms. Kim’s vision of creating a diverse slate of Korean shows has come to life. “Physical: 100,” a gladiator-style game show in which contestants fight for survival and a cash prize, was in the Top 10 of non-English shows for six weeks. This year, at least three Korean shows have been among the top-10 foreign language shows every week.“It’s exciting, but I’d be lying if I said I didn’t feel the pressure,” said Don Kang, Netflix’s vice president of content in South Korea, who has succeeded Ms. Kim in overseeing South Korea.Mr. Kang, who is soft-spoken with a baby face, joined in 2018 after heading international sales at CJ ENM, a Korean entertainment conglomerate. When he started, Netflix was still operating out of a WeWork office.He said that before Netflix, he thought there wouldn’t be much international interest in Korean reality shows or shows that weren’t romantic comedies.“I was very happy to be proven wrong,” Mr. Kang said.Netflix’s slate of Korean programs runs the gamut from romantic comedies to dark shows like “Hellbound,” an adaptation of a digital comic book about supernatural beings condemning people to hell. Yeon Sang-ho, the director of “Hellbound,” said such niche content wouldn’t be made by Korean broadcasters because the audience wasn’t big enough to justify the budget.Yeon Sang-ho, director of the Netflix show “Hellbound,” said such niche content wouldn’t be made by Korean broadcasters because the audience wasn’t big enough to justify the budget.Chang W. Lee/The New York Times“Netflix has a worldwide audience, which means that we can try more genres and we can try more nonmainstream things, too,” Mr. Yeon said. “Creators who work with Netflix can now try the risky things that they wanted to do but they weren’t able to.”Netflix’s success has reshaped South Korea’s entertainment industry. TV production budgets have increased as much as tenfold per episode in the last few years, said Lee Young-lyoul, a professor at the Seoul Institute of the Arts, and there is growing concern that domestic broadcasters will struggle to compete.Production companies need Netflix’s investments to hire top writers, directors and actors, creating a “vicious cycle of dependency,” according to “Netflix and Platform Imperialism,” an academic paper published in The International Journal of Communication this year.The extraordinary success of “Extraordinary Attorney Woo” highlights the tensions.AStory, the show’s production company, rejected Netflix’s offer to finance the entire second season, because of its previous experience with the service. AStory made “Kingdom,” a hit Korean zombie period show, as a Netflix original, meaning Netflix owned all the show’s intellectual property rights in exchange for paying the full production costs.“While it’s true that Netflix helped the series get popular, our company couldn’t do anything with that,” said Lee Sang-baek, AStory’s chief executive. “There are lots of regrets there.”Mr. Kang said that Netflix had a good relationship with AStory and that the situation was complex. He said Netflix had been “very, very generous” in compensating creators and actors but emphasized the need to grow in a “sustainable” way.“You do sometimes hear those types of concerns: Is Netflix taking too much from our industry? But you can’t be in this business and operate that way,” Mr. Kang said.The production company AStory made “Kingdom,” a hit Korean zombie period show, as a Netflix original.Juhan Noh/Netflix‘Too Hot to Handle’ around the worldOne by one, Ms. Kim rattled off the unique traits of audiences around the region. Korean audiences prefer happy endings in romance. Japanese dramas tend to portray emotion in an understated way. Chinese-language viewers are more accepting of a sad love story. (“The Taiwanese staff always says a romance has to be sad. Somebody has to die.”)Ms. Kim understands that local stories share universal themes, but the key to Netflix’s work is to understand these cultural differences.When Netflix’s “Too Hot to Handle,” a tawdry reality dating show with contestants from the United States and Britain, did well in South Korea and Japan, the company decided to make its own shows in the respective countries. But instead of programs replete with sex and hooking up, Netflix’s versions in South Korea (“Singles Inferno”) and Japan (“Terrace House”) were more suited to local sensibilities: only hints of romance with minimal touching or flirting.Storytelling can also differ. Impressions of the first episode of “Physical: 100” were divided by geography. Ms. Kim said she found that in general, American audiences thought the extensive back stories about the contestants slowed the show. Korean audiences liked the back stories because they wanted to know more about the contestants.Ms. Kim recalled how Netflix’s U.S. executives asked her why the first Squid Game contest did not come until the last 20 minutes of the first episode. She was puzzled, because this was fast for Korean audiences — but not fast enough for American sensibilities. In South Korea, the action often does not start until the fourth episode because shows often follow the cadence of a story arc suited to a 16-episode broadcast TV schedule.Ms. Kim said she thought that audiences would tolerate work that defied their expectations or values when it was foreign, but that it must be authentic when it was local.So far, that philosophy has been successful. “Squid Game” proves that. But it also shows the new challenge that awaits Netflix — once something is a global hit, there are global expectations.Leonardo DiCaprio is a fan, and Mr. Hwang, the writer-director, even teased that the Hollywood A-lister could join the “games,” a boost that most people chasing global domination might find hard to resist. But Netflix did manage it — for now.Last month, when the cast was announced, it featured all Korean actors. More

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      ‘The Glory’ Was a Hit. Now Netflix Is Spending More on K-Dramas.

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      As the series, which focuses on bullying and revenge, became the latest global sensation to emerge from South Korea, Netflix announced it would spend $2.5 billion more on Korean content.“Somebody please help me!” Dong-eun, a high school student, screams as a classmate sears a hair curler into her arm while two other tormentors hold her down.The gruesome scene in a school gymnasium is one of the early, pivotal moments of “The Glory,” the 16-episode drama centered on bullying, social status and revenge that has become the latest in a succession of South Korean mega hits for Netflix. Its breakout sensation, “Squid Game,” became the streamer’s most popular series of all time.“The Glory,” which was released in two parts in December and March, is now Netflix’s fifth most popular non-English television offering ever. Executives said they were somewhat surprised to see how well the show did internationally, noting that it reached the top 10 non-English TV list in 91 countries.It was one of the Korean hits, along with “Squid Game” and “Physical: 100,” that Ted Sarandos, co-chief executive of Netflix, cited last month when he met with President Yoon Suk Yeol of South Korea. There he announced a $2.5 billion investment in South Korean content over the next four years and noted that stories created in the country “are now at the heart of the global cultural zeitgeist.”Don Kang, Netflix’s vice president of content for Korea, said it had been exciting to see the show take off globally. “‘The Glory’ is a great example of a story that resonates authentically with local audiences, but also depicts themes of human psychology and social issues, which audiences everywhere can relate to,” he said in a statement to The New York Times.“The Glory” revolves around Moon Dong-eun, who makes it her life’s mission to seek revenge on the people who bullied her in high school. Her scars serve both as physical reminders of the pain she suffered at the hands of bullies and as the motivation behind her yearslong quest for vengeance. As she ages and develops her complicated payback scheme, she transforms from victim to perpetrator.In braiding together the themes of bullying and revenge — plot devices that have animated dramas for centuries — “The Glory” lured droves of justice-hungry viewers in South Korea and beyond, even without the grand sets and striking visuals that propelled the popularity of “Squid Game.”Netflix officials said they were pleased to discover that a show focused on story line and characters could travel as well as it did. They said they decided early on to release the episodes in two batches in part because of the weightiness of the content.In a country where traditional broadcasters still censor smoking, Netflix is among the platforms that have opened a path for content creators to delve into topics that have long been considered too risqué, said Yu Kon-shik, an adjunct professor of communications at Konkuk University in Seoul and part of the production planning committee at the Korean Broadcasting System.Fans of “The Glory,” some of whom recalled their own experiences with bullying, admitted that they found it gratifying and cathartic to see Dong-eun upend the lives of her enemies, even when she did things they would never consider.“‘The Glory’ is this slow burn of a vengeance,” said Amy Lew, of Temple City, Calif., whose children have been bullied in school. “That’s everyone’s dark side, right? You want to see the underdog win.”“Squid Game” became Netflix’s most popular series of all time.NetflixThere is a reason so many people can relate. Almost one in three students reported being bullied in 2019, according to a UNESCO report, which also found that the prevalence of bullying has increased in almost one in five countries. And although reports of school violence in South Korea are relatively low — about 2 percent of students report being victims, according to its Ministry of Education — the actual figures could be higher because many students are afraid to speak up, said Kim Tae-yeon, a lawyer in Seoul who specializes in the subject.The resonance of “The Glory” and its themes parked the show on Netflix’s Global Top 10 list for non-English television for 13 weeks. (It has spent only three weeks on the list of leading non-English programs in the United States.) It became one of four Korean series among Netflix’s 10 most popular non-English TV offerings of all time, along with “Squid Game,” “All of Us Are Dead” and “Extraordinary Attorney Woo.”Now the company is hoping to build on those successes by releasing more than 30 Korean series, films and unscripted shows this year alone. At the end of March, just three weeks after the release of the second batch of episodes of “The Glory,” Netflix offered up another new Korean thriller: “Kill Boksoon.”It has spent the past five weeks in Netflix’s top 10 for non-English films.The global success of Korean productions demonstrates the international reach of Netflix — which can subtitle or dub shows in more than 30 languages — but also of the growing power of Seoul as a creative hub, Kang, the Netflix vice president, said.“Korea is a storytelling powerhouse with the ability to showcase uniquely Korean culture and issues,” he said, “while conveying universal emotions that resonate with people around the world.” More

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      Moonbin, Member of K-Pop Band ASTRO, Dies at 25

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      The K-pop star was found dead on Wednesday at his home in Seoul.Moonbin, a member of the K-pop band ASTRO, died on Wednesday at his home in Seoul. He was 25.The pop star’s death was confirmed by the band and its management agency in a statement in Korean posted to Twitter. They did not specify a cause.“On April 19, ASTRO member Moonbin suddenly left us and has now become a star in the sky,” the agency said. It called on fans to refrain from “speculative and malicious reports” so that his family could process the news. To respect their wishes, the agency added, the funeral would be held as privately as possible, with only family, friends and colleagues.According to the Korean news agency Yonhap, Moonbin was found dead at his home in the upscale neighborhood of Gangnam at about 8:10 p.m. on Wednesday by his manager, who contacted the Seoul Gangnam Police Station. Moonbin, born Jan. 26, 1998, was an actor, dancer and model as well as a singer, who also performed as part of the band Moonbin & Sanha. ASTRO, originally a six-person male K-Pop group, shot to fame in 2016 with their debut EP “Spring Up.” They were named to Billboard’s top 10 list of new K-Pop groups that year.In a statement shared early Wednesday, ASTRO announced the cancellation of the Moonbin & Sanha tour in Jakarta “due to unforeseen circumstances.”News of Moonbin’s death reverberated throughout the K-pop world, as fans praised the star for introducing them to the genre, and mourned the sudden loss.Moonbin is the most recent of a series of Korean celebrities in their 20s dying suddenly. In 2019, the deaths of two other K-pop stars left South Korea soul searching over what had gone wrong in one of its most popular cultural exports. Earlier this month, Jung Chae-yull, a 26-year-old South Korean actress, was also found dead in her home. Some, though not all, of the cases have been acknowledged as suicide.If you are having thoughts of suicide, call the National Suicide Prevention Lifeline at 1-800-273-8255 (TALK) or go to SpeakingOfSuicide.com/resources for a list of additional resources. More

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      Jung Chae-yull, South Korean Actress, Is Found Dead at 26

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      Though the cause of the unexpected death of Jung Chae-yull was not disclosed, it has renewed concerns about mental health in the country’s highly competitive entertainment industry.A young South Korean actress still early in a promising career was found dead in her home on Tuesday, according to the production company she had been working with. Although no cause of death was disclosed, the episode has renewed concerns about the mental health of young people working in South Korea’s highly competitive entertainment industry.The actress, Jung Chae-yull, 26, is the most recent instance of the phenomenon of celebrities in their 20s dying suddenly. Some, though not all, of the cases have been acknowledged as suicide.“Actress Chae-yull has left our side on April 11, 2023,” Management S, Ms. Jung’s agency in Seoul, said in a statement on Tuesday. “We pray that Chae-yull, who has always been sincere about acting, is able to rest in peace in a warm place.”Two years ago, another 26-year-old actress, Song Yoo-jung, was also found dead at her home in Seoul. Both Ms. Song and Ms. Jung’s careers had begun only a few years before they died. Ms. Song’s agency did not disclose the cause of her death either.In October 2019, Sulli, 25, a member of a K-pop girl group, was found dead in her home after facing repeated instances of bullying. Officials determined it was suicide. A few weeks after that, Goo Hara, 28, another K-pop singer, was found dead in her home, and her death was likewise ruled a suicide.“Unless the entertainment industry and media change, South Korea will be first place on celebrity suicide,” one K-pop fan wrote on Twitter. South Korean authorities recently announced that instances of bullying will now be reflected on college applications, as the country struggles to put a stop to such abuse.Ms. Jung stepped into the spotlight in 2016 in a fashion competition show in South Korea called “Devil’s Runway,” which grouped rookie and veteran models into teams to compete on the catwalk. She scored multiple endorsements with popular brands like Etude, a large cosmetics company in South Korea, and U.S. fashion labels such as Jill Stuart.Ms. Jung on the set of the movie “Deep,” a thriller in which she had a leading role.HajunsaMs. Jung branched out into acting in 2018, when she landed a leading role in the movie “Deep,” a thriller set in the Philippines. She would go on to act in at least one more film and two series, including “Zombie Detective,” which took home a prize at the 2020 KBS Entertainment Awards in South Korea.Recently, Ms. Jung had been filming a new series called “Wedding Impossible,” based on a web novel. Filming has been temporarily suspended, according to Studio 329, the company that was working with her on the project.Ms. Jung was born in 1996 and enjoyed boxing and snowboarding, according to social media posts. Since Tuesday, fans have flooded her Instagram account to pay tribute.“I love you, Chae-yull, I’ll pray for your happiness in heaven,” one fan wrote after the announcement.Ms. Jung’s family plans to hold a private funeral, according to her agency.If you are having thoughts of suicide, call the National Suicide Prevention Lifeline at 1-800-273-8255 (TALK) or go to SpeakingOfSuicide.com/resources for a list of additional resources. More

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      ‘Gangnam Style’ Brought K-Pop to the World, but Haunted Its Creator

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      In 2012, the song took over the internet, and it helped pave the way for the global success of Korean pop. But Psy, the artist behind it, spent years trying and failing to replicate the phenomenon.SEOUL — He may not look it, in a spiffy double-breasted suit and a coiffure secured with enough hair gel to reflect the ceiling lights, but the 45-year-old music executive confides a secret as he rubs his temples: He’s hung over.But he doesn’t mind nursing this headache, at well past 2 p.m. on a Thursday in Seoul. Some of his best songwriting ideas come to him, he said, in the malaise that follows a night of hard drinking.The man doing the creative suffering is Psy, the onetime global internet sensation whose 2012 viral music video and earworm of a song, “Gangnam Style,” became the first-ever YouTube offering to surpass one billion views and had the world galloping along with him.The outlandish but irresistibly catchy song and accompanying video — which has Psy doing the tune’s signature horseback dance move in and around Gangnam, an upscale Seoul neighborhood — achieved the breakthrough, worldwide success that had mostly eluded Korean pop acts, or K-pop, before then.The video, which now has some 4.6 billion views, was so culturally pervasive in 2012 that Barack Obama was asked about it on Election Day. NASA astronauts recorded a parody, and a North Korean state propaganda site evoked the dance move to mock a South Korean politician. But for several years in the aftermath of all his viral fame, Psy said, the song’s success haunted him. Even as he was thrust overnight into a Hollywood existence, getting chased around New York City by paparazzi, signing with Justin Bieber’s manager and releasing a single with Snoop Dogg, internally he felt the pressure mounting for another hit.Psy performing “Gangnam Style” live on NBC’s “Today” show in New York, in 2012. At the time, the video for the song had more than 200 million YouTube views; it now has more than 4.6 billion.Jason Decrow/Invision, via Associated Press“Let’s make just one more,” he says he kept telling himself.He moved to Los Angeles in an effort to get a global career going in earnest, an ocean away from his native South Korea, where he was both a fixture of the music charts and a source of comic relief on silly television variety shows. But none of the attempts came close to replicating the formula that made “Gangnam Style” a global success.Psy wasn’t alone in trying to figure out how to reproduce the phenomenon. In South Korea, not only the music industry but government officials and economists, too, were studying just what it was about the tune, the lyrics, the video, the dancing or the man that had vaulted the song to such singular levels of ubiquity.And in the decade since the song and video first put South Korea’s pop music on the map for many around the world, K-pop has become a cultural juggernaut, expanding out from markets in East and Southeast Asia to permeate all corners of the world.Artists like BTS and Blackpink command devoted fans numbering in the tens of millions, and the bands wield an economic impact that rivals a small nation’s G.D.P. The fervor has spilled over beyond music into politics, education and even Broadway.Some say Psy deserves much of the credit.“Psy single-handedly placed K-pop on a different level,” said Kim Young-dae, a music critic who has written extensively about the industry. The song was a “game changer” for the Korean music scene and paved the way for the groundswell of interest and commercial success that the South Korean stars who came after him experienced, Mr. Kim said.Now, 10 years on from his lightning-in-a-bottle moment, Psy, whose real name is Park Jae-sang, is back home in South Korea, where he has started his own music label and management company and is trying to recreate the magic with the next generation of K-pop talent as one of the industry’s tastemakers.“Let’s make just one more,” Psy said he kept telling himself after “Gangnam Style” became a phenomenon.Chang W. Lee/The New York Times“One of the things I love most about this job is that it’s unpredictable. We say among ourselves we’re in the ‘lid business’ — because you don’t know what you’ve got until you open it,” Psy said in an interview at the offices of his music label headquartered in — where else? — the Gangnam neighborhood of Seoul. “You don’t know which cloud will bring the rain.” With 10 artists under his wing, including a newly minted six-member boy band, TNX, Psy says he feels immensely more pressure shaping and stewarding other people’s careers compared to when he was responsible for his alone.And while he can give his budding stars advice based on decades of industry experience, what he can’t do is offer them surefire instructions on making a hit record.For all the years he has spent thinking and talking about “Gangnam Style,” he remains just as mystified as anyone by its success.“The songs are written by the same person, the dance moves are by the same person and they’re performed by the same person. Everything’s the same, but what was so special about that one song?” Psy said. “I still don’t know, to this day.”Psy performing on the grounds of Korea University in Seoul in May.Anthony Wallace/Agence France-Presse — Getty ImagesIn global terms, Psy and his “Gangnam Style” are the epitome of a one-hit wonder. But in South Korea, he had been well-known as a rapper and musician for a decade before, carving out a path that differed from many of his fellow performers, in that he didn’t count on a boost from his physical appearance or shy away from courting controversy.He never had the chiseled look sought after in South Korea’s pop music industry, and from the release of his first album in 2001, he became notorious for his blunt, profane and at times ribald lyrics. “I Love Sex” was one of the tracks on his debut album, “Psy from the Psycho World!” which was slapped with a ban on sale to minors at the urging of the country’s Christian Ethics Movement.Despite — or perhaps because of — his unapologetic, iconoclastic ways, over the past two decades at home in South Korea, the college dropout has consistently logged chart toppers, best-selling albums and sold-out concerts.“It’s kinda sorta ironic he became so iconic — he went from being occasionally censored to widely celebrated,” said Bernie Cho, president of DFSB Kollective, a Seoul-based creative services agency that offers marketing and distribution solutions to Korean music artists and their labels. “He irreverently winked his way from being the bad boy of K-pop to the golden boy of K-pop.”For a pop song, “Gangnam Style” also unleashed an avalanche of deep think pieces and analyses on the various aspects of South Korea and Seoul it was said to be lampooning: the hypocrisy of the nouveau riche, the superficiality of its social standards and the inequality exemplified by the opulent Gangnam neighborhood.Psy insists the song never intended to deliver any profound social commentary — he was just looking to give people a few minutes of mindless hilarity and a reprieve from reality.If anything, he said, he was poking fun at himself, because he doesn’t aesthetically fit the bill of a posh Gangnam local.A decade on from his lightning-in-a-bottle moment, Psy has started a music label and talent management company. Chang W. Lee/The New York Times“It’s funny because someone who doesn’t look like he’s ‘Gangnam style’ says he is,” he said.Initially targeted for development in the 1970s to expand Seoul south of the Han River, Gangnam has became a coveted address where many of the capital’s wealthy congregate and the best schools are concentrated, an educational disparity likely to ensure that the inequalities symbolized by the neighborhood continue into the next generation.In the years since Psy made Gangnam a globally recognized, if oft-mispronounced, proper noun (“Gang” sounds closest to the latter half of Hong Kong; “nam” like Vietnam), the neighborhood has gotten ever more unattainable for the average South Korean. Nowhere have runaway real estate prices risen as steeply as in the Gangnam area.“If you say you live in Gangnam, people look at you differently,” said Jin Hee-seon, a former vice mayor of Seoul and professor of urban planning at Yonsei University. “It’s an object of desire and envy.”Psy, raised in the greater Gangnam area in a family running a semiconductor business, now lives north of the river with his wife and twin daughters and says he spends little time thinking about the place.A bronze sculpture in Gangnam by the artist Hwang Man-seok, modeled after the signature “Gangnam Style” horse-riding hand motion.Anthony Wallace/Agence France-Presse — Getty ImagesWhat he has recently returned to is his signature live performances.His concerts are legendary in South Korea for raucous good fun. His music — loud and energetic — is often accompanied by dance moves just as outrageous, requiring him to jump, kick and wave his arms wildly in the air. During his six-city tour this year, his first since the pandemic, he said he was surprised to find his joints and limbs as nimble as ever in middle age.In his latest album released this April, his ninth, he collaborated with the rapper Suga of BTS on a single titled “That That.” In the music video, Suga comically duels — and kills — the blue tuxedo-wearing Psy of the 2012 video. (That video has accrued 369 million views.)As for the chase of global fame that once drove him nearly mad, he says he’s made his peace with its absence.“If another good song comes along and if that thing happens again, great. If not, so be it,” he said. “For now, I’ll do what I do in my rightful place.” More

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      BTS to Enlist in South Korea’s Military

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      Ending months of debate, the band’s label said that the seven members would serve their military conscriptions. They plan to reunite in a couple of years.The biggest question about the biggest K-pop band has been answered.The members of BTS will enlist in South Korea’s military as required by law, the band’s label said on Monday, ending months of public debate about whether the group qualified for an exemption to mandatory conscription.The announcement of the band’s decision — which came less than two days after it had performed its first concert in months — effectively confirms the hiatus that the members had first mentioned this summer. The seven members will reconvene “as a group again around 2025” after completing their service, the label, Big Hit Music, said in a statement posted on Twitter.Millions of dejected fans, who call themselves the Army, took to social media to express their support, grief and disbelief. The move is also likely to have wider ramifications, deprivingSouth Korea of the billions of dollars the band’s followers pump into its economy.South Korea requires all able-bodied men to enlist by the time they turn 30 and to serve for about two years. Exceptions can be granted, for example to athletes who win medals at international competitions like the Olympics and to some high-level classical musicians, but pop music artists do not qualify. The first member of BTS to enlist will be Kim Seok-jin, known as just Jin, who turns 30 in December.After the announcement, the stock price of Big Hit’s parent company, HYBE, fell 2.5 percent on Monday. The company has lost about half its market value since June, when BTS talked about a hiatus as the members pursued solo projects.Jin announced a solo project at the BTS concert on Saturday in Busan, South Korea, an event that was free of charge and drew about 50,000 fans. On Monday, the label had a message that seemed targeted to both fans and investors.“‘Yet to Come (The Most Beautiful Moment)’ is more than a track from their latest album, it is a promise,” the label said. “There’s much more yet to come in the years ahead from BTS.” More

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      Emmy Success for ‘Squid Game’ Is Hailed in South Korea

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      After the dystopian Netflix drama picked up multiple wins, Koreans celebrated the awards as the latest example of their country’s rise as a cultural powerhouse.SEOUL — First it was the movie “Parasite.” Then Yuh-Jung Youn, the star of “Minari.” Now, “Squid Game.”The dystopian Netflix drama’s success at the Emmys on Tuesday — including the top acting prize for its star, Lee Jung-jae, a first for a foreign-language show — was greeted with cheers in South Korea and hailed as the latest example of the country’s rise as a cultural powerhouse.Major Korean news outlets such as MBC and Yonhap made the news the lead story on their websites. Chosun Ilbo, one of the country’s largest newspapers, said “Squid Game” had written a “new history in K-drama.”“It seems like South Korean productions are getting more and more recognized internationally, which makes me excited,” said Lee Jae, a commercial producer in Seoul, who binge-watched the series as soon as it came out last year.In the show, which was produced by Netflix and became its most watched series ever, 456 desperate contestants are pitted against one another to the death for a cash prize of nearly $40 million. Players must survive through several rounds of children’s games in order to win.After its release last September, the show skyrocketed to popularity, becoming a sensation in not only South Korea but also on a global scale. At the time, the series outperformed other popular non-English shows like “Money Heist” and “Lupin,” according to Ted Sarandos, a co-chief executive officer and chief content officer for Netflix. At a business conference last year, he said that “Squid Game” was “blowing past all of them.”The show’s success is the latest in a string of international accolades for South Korean productions. In 2020, “Parasite,” the class satire directed by Bong Joon Ho, became the first foreign-language movie to win the Academy Award for Best Film. Last year, Youn, a veteran Korean star, the best supporting actress Oscar for her role in “Minari,” the film about a hard-luck family of Korean immigrants in the United States.Those earlier awards signaled a growing acceptance of foreign-language productions, said Daniel Martin, a film studies professor at the Korea Advanced Institute of Science and Technology. He said the success of “Squid Game” at the Emmys could be “a sign of hopefully a generational change.”While audiences might “go back to not caring about non-English content, ‘Squid Game’s’ win shows that viewers are receptive to Korean content, which is encouraging,” Martin said.South Korea has emerged as an entertainment juggernaut in recent years, captivating international audiences with K-pop bands such as BTS, as well as hit TV shows and critically acclaimed movies.Most recently, “Extraordinary Attorney Woo,” a Korean feel-good show about a young autistic lawyer, has been the most watched non-English-language program on Netflix in the past several weeks.For “Squid Game,” the Emmys are only its latest achievement. In February, the drama scooped up multiple prizes at the Screen Actors Guild Awards, including lead performer honors for Lee and Jung Ho-yeon.Lee, who is considered one of the most successful actors in South Korea, began his career as a model before starring in a number of hit Korean films, playing characters including romantic leads and cutthroat gangsters. His directorial debut, “Hunt,” an espionage thriller, was released in South Korea last month.On social media and online forums, his fans poured on the praise.“To South Korea’s Lee Jung-jae! Congratulations on winning the best lead actor. You are an actor who gives his all into his work and to his fans. I applaud you, someone whose hard work deserves such accomplishments,” said one fan on Twitter.“Wow, Lee Jung-jae won the award for best actor. He really is amazing,” another fan tweeted.In his acceptance speech, Lee acknowledged the support of his fans at home and their love for the show. “I’d like to share this honor with my family, friends and our precious fans watching from South Korea. Thank you!” he said. More

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      After New York, Jaap van Zweden Will Lead Seoul Philharmonic

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      He will begin a five-year contract as music director of the Seoul Philharmonic Orchestra in 2024, after stepping down from the New York Philharmonic.Jaap van Zweden, the New York Philharmonic’s music director, surprised cultural leaders and audiences last year when he announced he would leave his post in 2024, saying the pandemic had made him rethink his priorities.Now he has started outlining his post-New York plans: He will begin a five-year contract as music director of the Seoul Philharmonic Orchestra in January 2024, the ensemble announced on Sunday.Sohn Eun-kyung, the Seoul Philharmonic’s chief executive, said in a statement that van Zweden would help “upgrade” the quality of the ensemble and turn it into a “world-class orchestra,” according to South Korean news media reports.Van Zweden, who was in Hong Kong where he serves as music director of the Hong Kong Philharmonic Orchestra, could not be immediately reached for comment.His publicist, Mary Lou Falcone, said: “This is about building something — the building of an orchestra, as he did in Hong Kong. That’s what he does.”The move is another unconventional choice by van Zweden, 61, an intense and meticulous maestro from the Netherlands who came to New York in 2018, only to have his tenure interrupted by the pandemic, which forced the Philharmonic to cancel more than 100 concerts and impose painful budget cuts.While the Seoul Philharmonic is among Asia’s most prominent ensembles, it has struggled in recent years with financial problems and management woes. The current music director, the Finnish conductor Osmo Vänskä, recently announced he would not renew his three-year contract when it expires later this year.Van Zweden, who served as music director of the Dallas Symphony Orchestra before coming to New York, was at one point, while leading the Dallas ensemble, America’s best-paid conductor, earning more than $5 million in a single season.Van Zweden agreed to step down from his post in New York after the 2023-24 season, a year later than he had initially planned, to give the orchestra time to settle into David Geffen Hall, scheduled to open in October after a $550 million renovation, and to search for a successor. His six-year tenure will be the shortest of any Philharmonic music director since Pierre Boulez, the French composer and conductor who led the orchestra for six seasons in the 1970s.He will leave his post in Hong Kong in the spring of 2024, after 12 years, and assume the title of conductor laureate.In an interview last year, van Zweden said the pandemic had prompted him to reconsider his relationship with the New York Philharmonic, as well as with his family, which he rarely got to see during his time on the road. He said he felt it would be the right moment to move on, with the orchestra set to move into its new home.“It is not out of frustration, it’s not out of anger, it’s not out of a difficult situation,” he said at the time. “It’s just out of freedom.” More