K-Dramas Gain More Popularity in Greece and the Middle East Thanks to COVID-19

With COVID-19, physical barriers between countries have been raised, but border barriers in the content market are being torn down.

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The popularity of Korean dramas is alarming at a time when various contents from different countries can be enjoyed through global streaming services. In addition to distributing to global streaming services, our dramas are constantly being distributed and consumed through various regions and channels. In particular, in addition to Asian countries known as the main consumers of K-drama, it is good news that demand for Korean dramas is gradually increasing in European and Middle Eastern countries such as Greece, the Middle East, and Israel.

According to Studio Dragon, tvN's 2016 show "The K2" (directed by Kwak Jeong-hwan, written by Jang Hyeok-rin), was recently sold to Greece through CJ ENM's global content distributor Eco Lights. It was first aired in early June on Star Channel, a private broadcasting station with nationwide coverage in Greece and led the K-drama boom with a 19% viewer rating for the first broadcast. It was the first time that a Korean drama was released across Greece, but it recieved explosive response and it is rumored that a flurry of inquiries are being made from neighboring European countries to purchase Korean dramas.

In addition, "Search: WWW" has been sold to the Middle East and "When My Love Blooms" has been sold to Israel's Viva channel. Israel's Viva channel has been showing steady interest in K-drama in the past by purchasing rights to air "Secret Forest", "Encounter" and "Familiar Wife" and recently by purchasing "When My Love Blooms".

"K-drama is gaining popularity among viewers in various countries around the world due to its unique material, attractive production and excellent actor casting", said an official at CJ ENM's overseas content business division, which is in charge of content sales in Europe and the Middle East. "We expect different elements of charm, such as the mournful and unfulfilled love story of "When My Love Blooms" and the popping story of "Search: WWW" to bring new fun to overseas viewers", he said. The official also added, "We are checking the power of well-made K-drama through sales in various regions and we will try to introduce K-drama to more diverse areas in the future".

Regarding the phenomenon that K-drama is widely loved in various regions, a Studio Dragon official said, "It is thanks to Studio Dragon's ability to produce content and CJ ENM's well-equipped distribution system", and added, "We will introduce K-drama to the world through various routes in addition to distribution through global streaming services".