'Squid Game' is continuing to make an impressive impact on the global perception of Korean pop culture.
According to a report published in Korean newspaper Sports Kyunghyang, the number of online posts related to Korean pop culture increased about 30 times over after the release of the popular Netflix Original drama.
On April 18 KST, the Korea International Cultural Exchange Agency, together with the Ministry of Culture, Sports and Tourism, announced this finding, which is a result of analyzing big data on the status of Korean pop culture's impact overseas. The analysis involved all content on YouTube, Reddit, Rotten Tomatoes, and other overseas media from June to December of last year.
On YouTube, an average of 2,300 videos related to Korean pop culture were uploaded per week from June to August, but since the release of 'Squid Game' on September 17, the average number of posts per week increased to 70,600 in December, a 30-fold increase.
The number of K-drama-related videos increased from 200 per week in August to 6,000 in November. In the third week of October, the top five videos were all occupied by 'Squid Game,' and the total number of views of these videos was 450 million, proving the show's explosive popularity. The number of K-pop-related videos also increased from 2,000 per week in the third week of September to 60,000 per week in the fourth week of November.
The Korea International Cultural Exchange Agency concluded that, after the release of 'Squid Game,' interest in Korean pop culture in general was spreading, and content was being reproduced by both fandoms and general consumers.
It also revealed that the number of recreated videos had increased, such as people recording K-Pop song or dance covers through their personal accounts. Interest in Korean pop culture has increased not only in video posts but also within online communities and on review sites.
In early September, the number of Korean pop culture-related posts on Reddit was 15,000 to 16,000 per week, but it showed a temporary increase in October when it exceeded 20,000. On Rotten Tomatoes, the number of reviews of Korean pop culture content went from less than 20 per week before the release of 'Squid Game' to 130 after its release.
The number of Korean pop culture-related articles in overseas media has also more than doubled since the premiere of 'Squid Game.' The study analyzed 28 media outlets in 15 countries. Before the release of ‘Squid Game’, the average weekly average of Korean pop culture-related articles was 16.6, and after the release, the number increased sharply, with an average of 133.3 reports per week in October. According to this study, mentions of K-Pop accounted for more than half of the total at 54%, followed by K-drama at 32.5%. The main keywords were the group BTS and 'Squid Game.'
Meanwhile, it has previously been confirmed that 'Squid Game' will be returning for a second season.