Sweet Home

Interview with Sarah Chung, Senior Manager at Disney Company

The interview underscores that the worldwide surge of Korean content is rooted in a “cocreator” fandom model, where streaming services offering seamless subtitle and dubbing options enable audiences to engage directly with material and co-produce cultural moments.

• The global success of Korean content is driven by a 'cocreator' fandom model, where streaming platforms leverage seamless localization tools to allow audiences to actively participate in cultural moments.
• Korean productions must now compete for attention against both traditional OTT platforms and short-form ecosystems like TikTok and YouTube, necessitating a shift in how content is marketed and consumed.
• To maintain global reach, studios must adopt a dual strategy of utilizing platforms with extensive international footprints while executing aggressive off-platform promotional campaigns.