The K-Drama Wave in Europe: From Streaming Success to Local Adaptations
The global phenomenon of Korean dramas, or K-dramas, is entering a new and dynamic phase in Europe, shifting from a reliance on streaming viewership to a focus on local adaptations and collaborative development. This evolution was a central theme at a recent session titled “The Rise of K-Drama in Europe” during MIP London, a major international television market. Executives from leading Korean entertainment companies and international studios discussed the factors driving this growth and the strategies being employed to further expand the reach of Korean storytelling across the continent. The increasing popularity isn’t just about visibility; it’s about sustained engagement within individual European markets, signaling a deeper cultural resonance.
The surge in K-drama consumption in Europe is largely attributed to the global success of series like “Squid Game” in 2021, which, according to panelists, “literally changed everything” by broadening the audience base and demonstrating the appeal of Korean content to viewers worldwide. CJ ENM, a major South Korean media company, reported that a total of 210 Korean dramas from various broadcasters and studios have appeared in the Top 10 charts on Netflix over the past five years, demonstrating the consistent demand for this type of programming. This success has paved the way for increased investment and collaboration, as producers seek to capitalize on the growing appetite for Korean storytelling.
Europe has quickly develop into a key territory for expansion, with over 30 Korean drama titles now available on Amazon Prime Video in the United Kingdom. CJ ENM has also established partnerships with major French broadcasters, launching Korean series to new audiences. This expansion isn’t limited to established platforms; series like “Bon Appetit, Your Majesty” have achieved significant success on Netflix, ranking in the Top 10 across more than 10 European territories and maintaining a presence on the charts for up to seven consecutive weeks in countries including Portugal, Romania, and Greece. The ability of these dramas to capture audiences across diverse cultural landscapes highlights their universal appeal.
The Appeal of Korean Storytelling: Originality and Genre Blending
What makes K-dramas so captivating for European audiences? Claire Takami Siljedahl, a development producer at Fifth Season U.K., a studio jointly owned by CJ ENM, Japan’s Toho Co., and U.S. Investment firm Neuberger Berman, emphasized the originality and genre-bending nature of Korean storytelling. “The concepts are so original… a lot of genre mashups, which is really exciting,” she noted, adding that many story ideas offer a refreshing departure from typical Western narratives. This willingness to experiment with unconventional combinations of genres – romance with thriller elements, for example – contributes to the unique appeal of K-dramas.
However, adapting these stories for Western audiences isn’t without its challenges. Siljedahl pointed to the need for careful consideration of cultural differences and tonal adjustments. Attitudes towards sensitive topics like sex, the portrayal of heightened emotional experiences, and culturally specific elements often require modification to resonate with audiences in countries like the United Kingdom while still preserving the essence of the original intellectual property (IP). Finding this balance is crucial for successful adaptation.
Adaptation and Co-Production: The Next Phase of Growth
The conversation at MIP London highlighted a clear acceleration in adaptation activity, with producers actively seeking to translate Korean IP into English-language versions. Fifth Season is currently developing multiple remakes, including an adaptation of the erotic revenge thriller “Eve,” chosen for its strong performance both locally and internationally. This demonstrates a strategic approach to selecting projects with proven appeal and potential for broader success. The company’s previous co-production with CJ ENM, “MUGEN LOOP” (known as “Infinite Loop” in some markets), which aired in Korea and Japan in 2025, received a nomination for Best Studio-Based Gameshow Format at the International Format Awards 2025, further solidifying the partnership and demonstrating the potential for successful collaboration. Archyde reported on the success of this collaboration.
CJ ENM’s strategy is also evolving beyond simply distributing Korean content. Diane Min, head of Europe sales at CJ ENM, explained that the company is now focused on producing Korean stories in multiple languages through partnerships with international companies. This shift reflects a commitment to creating content that transcends linguistic and cultural barriers, reaching a wider global audience. This approach allows for greater creative control and the opportunity to tailor stories to specific regional preferences.
“Synchro Game” and Upcoming Projects
The unveiling of “Synchro Game” at MIP London exemplifies this new collaborative approach. Premiering on Korean broadcaster tvN on February 23, 2026, this two-part event series (2 x 90’) is a hybrid survival format co-produced by CJ ENM and Japan’s TBS. The show combines intellectual strategy and physical endurance, pitting teams of “Brains” against “Physicals” in a high-stakes competition. The large ensemble cast includes Lee Si-won, Amotti, Jung Jae-hyung, Jung Ji-hyun, Jung Jae-ho, Park Young-ho, Park Ji-sung, Nam Seok-woo, Kim Min-gil, Kim Sol-bi, Choi Ji-soo, and Choi Woo-suk. Directed by Nam Kyung-mo, “Synchro Game” is designed to appeal to a broad audience with its arena-style set-up and cinematic challenge design. FormatBiz details the show’s unique premise and cast.
Another upcoming series gaining traction is “The Legend of Kitchen Soldier,” a military-set drama with a cooking twist, which is set to premiere at Series Mania, a renowned international television festival. These projects demonstrate the diversity of Korean storytelling and its potential to resonate with audiences across different genres and cultural backgrounds. The focus on high-concept formats and compelling narratives is key to attracting international attention and driving further growth.
Collaboration as the Key to Future Success
Looking ahead, panelists at MIP London emphasized that the next stage of K-drama growth in Europe will be driven by closer collaboration between Korean producers and international companies. Siljedahl succinctly summarized this sentiment, stating, “You’ll see lots of exciting ways to work together,” including developing original concepts specifically designed for global audiences from the outset. This collaborative approach allows for the blending of creative expertise and resources, resulting in content that is both culturally authentic and universally appealing.
The success of K-dramas in Europe is not merely a fleeting trend; it represents a significant shift in the global television landscape. As Korean entertainment companies continue to forge partnerships with international studios and adapt their content for new audiences, the reach and influence of K-dramas are poised to expand even further. The willingness to embrace innovation, experiment with genre, and prioritize collaboration will be crucial for sustaining this momentum and solidifying K-drama’s position as a major force in the global entertainment industry.
The industry will be closely watching the performance of “Synchro Game” and “The Legend of Kitchen Soldier” as indicators of the continued success of this collaborative model. Further developments and announcements regarding adaptation projects are expected in the coming months, as producers seek to capitalize on the growing demand for Korean content in Europe. Stay tuned for updates on these exciting developments as the K-drama wave continues to reshape the television landscape.
Key Takeaways:
- K-dramas are experiencing significant growth in Europe, moving beyond streaming to local adaptations.
- The success of series like “Squid Game” has broadened the audience for Korean content.
- Collaboration between Korean and European production companies is crucial for future growth.
- Genre blending and original concepts are key elements of K-drama’s appeal.
- Cultural sensitivity and tonal adjustments are essential for successful adaptation.
What are your thoughts on the rise of K-dramas? Share your favorite series and predictions for the future in the comments below. Don’t forget to share this article with fellow K-drama enthusiasts!