Deterritorialisation of Korean TV dramas in "Netflix Originals": "We are living in the Squid Game world".

The article examines Netflix’s commissioning of original Korean TV dramas (K-dramas), focusing on the global success of *Squid Game* as a case study to explore the local and transnational dynamics of Korean television production and distribution. It highlights how Netflix’s strategy of producing and branding K-dramas as “Netflix Originals” has expanded their international reach, reshaped Korea’s domestic TV industry by fostering independent production studios, and contributed to the deterritorialisation of Korean content—transcending traditional national and linguistic boundaries. While this collaboration has increased financing, creative freedom, and global visibility for Korean creators, it also raises concerns about Netflix’s dominant influence over Korea’s media landscape, including issues of intellectual property, market concentration, and cultural sovereignty. The article situates these developments within broader transnational media flows and streaming service competition, noting that Netflix’s success has prompted other global platforms like Disney+ and Apple TV+ to invest in K-drama originals, signaling ongoing shifts in both domestic and international television markets.