How did Squid Game contribute to the global popularity of Korean drama?

The 2021 release of Squid Game served as a major catalyst for the global expansion of Korean drama, marking a new peak in the international reach of South Korean television. As a central component of hallyu (the "Korean Wave"), the series achieved unprecedented success, becoming the first Korean drama to rank as the top-rated show on Netflix in the United States.12

The show’s contribution to the popularity of Korean drama includes:

• Massive Global Reach: Within its first month, the series amassed approximately 1.65 billion viewing hours, reaching 142 million households globally.12
• Cultural Impact: The show’s success extended beyond television, driving interest in Korean language learning, fashion, and cuisine.2
• Broadened Appeal: By incorporating both culturally specific games and universally recognized concepts like tug-of-war and marbles, the series resonated with diverse international audiences.2
• Industry Validation: Winning 44 international awards, including Emmy Awards, the series helped cement the status of Korean drama as a premier global cultural export.12