Among international fans, the most loved Korean drama is none other than Squid Game. According to a comprehensive overseas survey conducted by the Ministry of Culture, Sports and Tourism along with the Korean Foundation for International Cultural Exchange, Squid Game topped the list in popularity. The survey, carried out between November 29 and December 27, 2023, targeted 26,400 respondents across 26 countries, including newly added regions like the Philippines and Hong Kong. The expanded reach and increased sample size significantly improved the credibility of the data.
With a preference rate of 9.7%, Squid Game ranked first among Korean dramas. The show, which sparked a global sensation in 2021, is still maintaining its influence as anticipation grows for Season 2 in 2024. Its production budget of 25.3 billion KRW further emphasizes the scale of investment behind this cultural phenomenon. More importantly, Squid Game has played a key role in solidifying the global identity of Korean dramas, marking a milestone in Hallyu history.
Coming in second with a 6.5% preference rate is Queen of Tears, a 2023 hit that captivated audiences with its emotional storytelling and direction. Crash Landing on You secured third place at 2.2%, proving its continued popularity long after its release. Other notable titles include True Beauty at 2.1% and Lovely Runner at 1.8%.
The overall response to Hallyu content remains highly favorable. A striking 70.3% of respondents stated they were satisfied with Korean content, while 68.2% expressed their willingness to recommend it to others. Korean dramas led the list of most-recommended genres at 75.4%, followed by variety shows, games, and beauty-related content.
From an economic perspective, Hallyu content has also demonstrated tangible influence. About 58.9% of respondents said they were willing to purchase Korean products, with 22.1% having already bought items featured in Korean dramas or shows. This reinforces the power of product placement and visual branding in shaping consumer behavior worldwide.
In terms of viewing habits, global audiences spent an average of 14 hours per month consuming Korean content, with dramas accounting for 17.5 hours. Filipino viewers led with 24 hours per month, followed by Thailand (20.1 hours) and the UAE (19.2 hours), indicating strong regional interest.
When asked what comes to mind when thinking of Korea, respondents listed K-POP (17.8%) as the top association, followed by Korean food (11.8%), drama (8.7%), beauty (6.4%), and film (5.6%). Korean language made its first appearance in the survey with an impressive 75.4% favorability rate, signaling growing global interest in Korean culture.
Beyond trends, Hallyu content is evolving into a long-lasting cultural asset. The wave, once dominated by dramas and K-POP, is now expanding into new territories such as games, food, beauty, and language. Among all content, Squid Game stands out as a symbolic masterpiece—its sustained popularity and strategic impact on the global stage make it a textbook example of Korea’s soft power in entertainment.
