Netflix Says 67% of Surveyed Members Want to Visit Korea as Busan’s Creative Asia Puts Locations in Focus
Netflix research found that 67% of surveyed members internationally expressed interest in visiting South Korea. For the streamer’s Sung Q Lee, the pull lies in the stories set there, rather than the scenery alone. Lee, Netflix’s senior director of APAC production, made the case a
The fact that 67% of surveyed Netflix members want to visit Korea highlights the significant impact that media and storytelling can have on shaping cultural perceptions and influencing travel decisions. This phenomenon is often referred to as "screen tourism," where fans of TV shows and movies are inspired to visit the locations where their favorite stories are set. In the context of style, this trend is particularly interesting, as it suggests that audiences are not just passively consuming content, but are also actively seeking out new experiences and cultural immersion.
The emphasis on storytelling over scenery is also noteworthy, as it underscores the importance of narrative in driving audience engagement and interest. For Netflix, this means that the company's investments in Korean content are not just about showcasing the country's physical beauty, but also about telling compelling stories that resonate with global audiences. This approach has significant implications for the style industry, as it suggests that cultural exchange and collaboration can be a powerful driver of creative innovation and audience engagement.
As the streaming landscape continues to evolve, it will be interesting to watch how Netflix and other platforms leverage the power of storytelling to promote cultural exchange and drive audience interest in international destinations. With the rise of K-drama and K-pop, Korean culture is already experiencing a surge in global popularity, and it will be fascinating to see how this trend continues to unfold in the context of style and media. What's next to watch is how other streaming platforms respond to this trend, and how the style industry capitalizes on the growing interest in Korean culture and aesthetics.
Originally reported by variety.com. StyleNews adds analysis for culture, style & media readers.