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- Korean film industry eyes global audiences beyond borders
- by The Korea Times / Aug 13, 2025
Actors Jo Jung-suk, left, and Choi Yu-ri in a scene from “My Daughter Is a Zombie” / Courtesy of NEW
As the Korean film industry grapples with a domestic market increasingly dominated by streaming services, production companies are aggressively pivoting toward international markets. This strategic shift aims to secure the stability of Korean cinema by broadening its global footprint and leveraging the immense popularity of Korean content worldwide.It's not simply about reaching more people. Instead, this move is a smart step to ensure big-budget productions are profitable."We are increasingly planning films with the international market in mind from the production stage. This is because with the stagnation of the Korean market, the global market is crucial for a film to be successful these days,” an official from a local production company said on condition of anonymity.What's interesting is that this push for international success doesn't mean Korean movies are giving up their distinct Korean feel.The official emphasized that rather than diluting the unique Korean atmosphere, filmmakers find that accentuating these elements often resonates with international audiences."Our production teams find incorporating Korean characteristics to be an interesting point," the official explained. "They prioritize elements that give overseas fans the feeling of 'this is what Korean cinema is like' rather than simply trying to dilute our unique features [to align with international taste]."
Actor Jisoo in a scene from "Omniscient Reader" / Courtesy of Lotte EntertainmentStar power fuels overseas expansionA key strategy in this global push is leveraging the immense popularity of Korean actors, many of whom have gained significant international recognition through K-dramas."Promoting films featuring highly-recognized star actors in overseas markets has become a given," another industry official noted, adding that regions like Taiwan, Hong Kong and Southeast Asia, where Korean culture and content are particularly well-received, are prime targets.This strategy is evident in the presale success of films like "Omniscient Reader". The movie, an adaptation of the hit web novel, has garnered significant attention due to its star-studded cast, including Ahn Hyo-seop, Lee Min-ho and Jisoo of BLACKPINK, all of whom have substantial fan bases abroad.Lotte Entertainment, the film's distributor, reported presales of the film to 113 countries across Asia, Europe and North America. In addition to its recent release in Taiwan, "Omniscient Reader" will hit soon theaters in Indonesia, Hong Kong, Thailand, Singapore, Malaysia, Vietnam, Australia, the U.S. and Canada.The occult film "Dark Nuns", starring Song Hye-kyo, known for the Netflix hit series "The Glory", also performed well overseas after its release earlier this year. The movie attracted over 1 million viewers in Indonesia alone, making it the second-highest-grossing Korean film ever released there, following last year's hit, "Exhuma".
Actors Jang Dong-gun, left, and Sul Kyung-gu are seen in a scene from “A Normal Family”. Courtesy of Hive Media CorpDiverse genres find successKorean films are making waves internationally across a range of genres.Filmmaker Hur Jin-ho's suspense film "A Normal Family", starring heavyweight actors Kim Hee-ae, Sul Kyung-gu, Jang Dong-gun and Claudia Kim, has already proven its global appeal, earning recognition from film festivals.Adapted from Herman Koch's novel "The Dinner", the film delves into the crumbling lives of four individuals after their children's criminal activities are exposed. The movie premiered in France on June 11, drawing over 200,000 admissions, the highest for a Korean film in France since 2023. French media showered it with praise, with Le Figaro calling it a chilling thriller with rare subtlety.Similarly, director Kang Hyoung-chul's "Hi-Five", a comedic action film about five individuals who gain superpowers after organ transplants, is a box office hit in Hong Kong and Thailand, becoming the highest-grossing Korean film released this year in both regions.With a production budget of approximately 20 billion won, the film's unique concept has captivated audiences beyond Korea. Local media and bloggers lauded it as a must-see, praising its comedic timing and seamless blend of superpowers and everyday life.
Actors Yoona, left, and Ahn Bo-hyun in a scene from “Pretty Crazy” / Courtesy of CJ ENMUpcoming global releasesThe trend continues with upcoming releases. "My Daughter Is a Zombie," a comedy starring Jo Jung-suk, is set for a global release, starting with Taiwan on Friday, followed by Indonesia, Vietnam, the Philippines, Singapore, Malaysia, Australia, Hong Kong and Macao by Aug. 21.Hong Kong distributor EDKO Film commended the cast's chemistry and predicted it will resonate across linguistic and cultural barriers.Jo also has high hopes for the film's reception overseas."I hope many international fans will watch our movie," Jo told The Korea Times on July 24. "Although our film is a zombie movie, it doesn't focus on killing anyone. This film uniquely aims to save zombies, so I hope many international audiences will enjoy this zombie film where they can feel family love."Another highly anticipated release is Lee Sang-geun's "Pretty Crazy", slated for Aug. 13. The film, a comedic take on demonic possession, follows a young unemployed man (Ahn Bo-hyun) who gets an unusual job monitoring his neighbor (played by Yoona), who transforms into a demon every night.Lee, known for his 2019 hit "Exit", expressed his desire to create a character-driven story. The film reunites him with Yoona, a member of K-pop band Girls’ Generation, who also starred in "Exit".By Baek Byung-yeul
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