Leading Korean content firms including CJ ENM and Webtoon are joining forces with Asian-focused streamer Rakuten Viki as it launches a “worldwide celebration of Korean drama” at the end of the month.
The International K-Drama Day event on Nov. 29 will comprise a mix of prize competitions, gift subscriptions and the release of multiple pieces of new or unseen film and TV series footage. The holiday “aims to recognize the fandom and exponentially rising mass appeal of the genre that has dominated popular culture,” the company said.
Since feature film “Parasite” won multiple Oscars and drama series “Squid Game” broke through to become a global phenomenon, viewership of Korean content outside of Asia has grown sharply. And international streamers have clamored to license, co-produce or commission Korean movies, scripted dramas and unscripted series.
“As the first streaming platform to bring Asian content to viewers in the U.S., we are so proud to be at the forefront of establishing this unprecedented celebration with the leading voices in the industry,” said Sam Wu, CEO of Rakuten Viki.
CJ ENM will release a special segment of the popular “Ketchup!,” an interview with the producer of “My Lovely Liar” and “Our Blooming Youth” and behind-the-scenes footage of what it’s like to create a Korean drama.
Webtoon, Naver’s digital comics platform, will host an in-app reading event where fans can read episodes of original digital comics that have since been adapted into popular K-dramas, like “A Good Day to Be a Dog,” “Perfect Marriage Revenge,” “True Beauty,” “The Girl Downstairs (Doona!),” “Sweet Home” and “Vigilante.” They can win passes to watch the live action series adaptations.
“We’re excited to participate in International K-Drama Day and offer fans an exciting way to enjoy their favorite series and characters across different formats,” said Cho Jini, director of digital and partnerships at Webtoon.
Young and digital-native generations have developed new ways of interacting with K-content and have taken up other aspects of Korean culture, including learning the language and expanding their consumption of Korean food. Other firms are capitalizing on firms of digital fandom.
Weee!, the U.S.’s largest online Asian supermarket, will curate a specially themed shopping list on their platform for fans to purchase snacks featured in popular K-dramas, and share techniques on how to recreate Korean dishes at home.
From Nov. 29 to Dec. 2, fans in the Los Angeles area the event will take physical form with fans able to visit the Bopomofo Cafe and enjoy “limited-edition Viki Blue Boba lychee-flavored tea,” along with a one month free trial of a Viki Pass subscription.
Rakuten Viki will host a quiz in partnership with Duolingo, in which fans can test their knowledge of the Korean language for a chance to win prizes, including subscriptions for Super Duolingo and Rakuten Viki.
The streamer itself will offer one lucky fan an all-expense paid trip to Korea, where the winner can follow a guided K-drama tour that visits destinations depicted in shows including “Guardian: The Lonely and Great God” (aka “Goblin”), “Boys Over Flowers,” “Tale of the Nine-Tailed,” “The Red Sleeve,” “Reborn Rich” and “Hotel del Luna.”
Japan-based, Rakuten Group operates e-commerce and internet services in Japan. It operates as a streamer in Asia and Europe, owns the Soompi fan platform in Korea and acquired Asian-focused streamer Viki in 2013. The subsequently renamed Rakuten Viki has launched transactional VoD services in North America and cultivated partnerships with top studios and networks in Japan, China, Taiwan, Thailand and Korea.
