❚Global Culture Review❚ Vol.12, No.3 【 2021. 12.

01 】 51∼68
http://doi.org/10.22923/kgcgmc.2021.12.3.51 ISSN:2234-6414

Factor Analysis for Global Expansion of Korean

Cultural Industry: Case Study of Squid Game

Young-Kyu Jeong *

◁ CONTENTS ▷

Ⅰ. Introduction

Ⅱ. Theoretical factor analysis of success of Netflix

Ⅲ. Analysis of global valuation on "Squid Game"

1) Ⅳ. Conclusion

* Assistant Professor, Department of American Trade and Culture,

Hyupsung University, Korea. jyk1752@hanmail.net

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❚ ABSTRACT ❚

The Korean cultural content industry has been a massive

hit in the global market. Among them, "Squid Game"
continues to be the biggest hit ever in Netflix's TV series.
"Squid Game" ranked first in all countries among Netflix
contents worldwide. At this rate, the "squid game" is a
phenomenon and the most successful case in the Korean
drama industry.
Korea's soft power background is in the 1990s, Kim
Dae-Jung as president about cultural contents industry
growth due to the active support of government policy to
form the foundation of development. In particular, it can
be explained as a support measure for the establishment
and support of the "Cultural Content Promotion Agency" for
the quantity and quality of the cultural content industry.
Furthermore, the expansion of financial aid and support for
various content industries became the basis for the global
growth of today's cultural content industry.
Due to the support and non-interference policies of
various cultural content industries in line with the trend of
protecting creators and ensuring creativity in various
cultural content industries, it became the driving force
behind the development of related industries.

Key words : Squid Game, Korean cultural content

industry, Netflix's series, Global
growth, Cultural Content

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I. Introduction

The Korean cultural content industry has been a massive

hit in the global market. "Squid Game" continues to be the
biggest hit ever in Netflix's TV series. "Squid Game" ranked first
in all countries among Netflix contents worldwide. At this rate,
the "squid game" is a phenomenon and the most successful case
in the Korean drama industry.
The Squid Game launched its service on September 17,
2021, in time for the Korean Chuseok holiday and is gaining
explosive popularity worldwide. "Squid Game" was primarily
aimed at Korean viewers. However, after launching the service,
"Squid Game" topped the "TV Show" category in 88 countries
out of 88 countries worldwide. Ted Seorandos, co-CEO of
Netflix, said at the conference, "Considering the current trend,
'Squid Game' is likely to be the largest of all Netflix's works." It
was evaluated as the hottest initial reaction among Netflix works.
Furthermore, co-CEO Reed Hastings posted a photo of squid
game participants wearing training suits on Netflix Korea's
Instagram account to authenticate himself as a "squid game" fan.
So how did the squid game capture viewers around the world in
such a short period?
This paper concentrate on analyzing the secret of "Squid
Game," which allowed "Squid Game" to capture global viewers
beyond culture. That is, the "Squid Game" syndrome was
possible because there was an international fandom for
achievements accumulated by "K" such as K POP, K Drama, and
Bong Joon-ho's "Parasite." The work achievement of "Squid
Game" is based on the current explosive response. In addition,
without the understanding and interest of global viewers in

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K-content, it would have been challenging to create a syndrome

as it is now. If one content has this phenomenal success, it is
necessary not to analyze it according to other criteria but to
analyze the content of a new era based on this work. The study
will examine the secret of the success of "Squid Game," which
captivated global viewers.

II. Theoretical Factor Analysis of Success of

Netflix

The success factors of squid games can be summarized

into about ten typical applications by analyzing domestic and
international perspectives. A comprehensive analysis of
experts' opinions on this is as follows.

1. Multiple perspectives: PlayerPlayer, spectator, tracker

One of the exciting features of the Squid Game is that

various perspectives appear evenly. Usually, when there are
many views on an event, the gaze is dispersed, and the sense of
immersion is reduced. However, in this work, the watch of the
game ' Player Player,' the look of the 'Spectator' contemplates
and manages the game. In addition, the 'chaser''s gaze to dig into
the truth of the game is all heavily treated.
Initially, most of the traditional works focus on the eyes of
the 'Player.' It is an ordinary skill of positions to make them
highly immersed in the protagonist who fights, survives, kills, is
killed, and feels crisis and fear. However, at the same time, as

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we come to society in recent years, more and more works are

showing the eyes of "spectators." In addition to the genres that
lead the most recent trends, such as webtoons and web novels,
numerous popular contents such as various observation
entertainment programs and reality shows place players in a
position to "watch." This site's pleasure, comfort, and enjoyment
are the main characteristics of popular culture in recent years.
Viewers who watch "Squid Game" are highly immersed in
the main characters, who are "players," and at the same time,
they are also in the position of "spectators" who watch them.
The overlap between these two perspectives is quite unusual,
and even though viewers are highly immersed and nervous, they
also feel joy in the position of a spectator playing with them as
they say on the game board. We experience constant repetition
of tension and relaxation while watching the Squid Game. As if
he were another VIP who bet on the Squid Game.
At the same time, the "truth tracker"'s position to dig into
the game will also follow. This makes viewers sympathize with a
kind of "justice" and "seeking truth," and the existence of this
gaze also gives viewers an evident satisfaction. Even though I
suffer from the Player'sPlayer's position, I enjoy the play in the
bystander's position, and I feel an aspiration for justice and truth
in the tracker's position. Considering that the attitude of human
life does not deviate significantly from these three, these
multiple points of view also contain all of our lives.

2. Simple rules and pleasure of violation

Initially, the "death game" genre at risk of one's own life

was quite popular. Battle Royale and Hunger Games are typical.
Squid Game can also be seen as a kind of death game genre.

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Interestingly, unlike the existing death game, the Squid Game

borrowed the simplest games played by young children in Korea.
The characteristic of the games that everyone participated in
without any burden in childhood is that the rules are that simple.
In this work, these simple games take money and life,
somehow having Flares explain the violation of the rules.
Therefore, all games in the Squid Game feature a kind of "
expedient" or "abuse" scene.
In Mugunghwa Flower Bloomed, they hide it behind others;
in Dalgona Game, in tug-of-war, they know the game in
advance, gather strong people, and in Glass Bridge Crossing, they
don't go and use light reflection. And viewers watch in
anticipation of what other ingenious "rule violation" will appear.
Violation of social norms is a dream of all humankind. Laws are
always busy chasing constant expedients and deviations. Any
turban or ban evokes a desire for violation, and when it is
violated, it gives a tremendous sense of freedom.
In modern society, such a 'turban' is not sex, love, or
death. Instead, it is 'capitalism' or 'law and order.' The "squid
game" itself is also illegal. Whether you owe money or fall into
the abyss of your life, the principle is that you have no choice
but to earn money or be punished by working faithfully.
However, "Squid Game" is illegal as a "big game" at risk of life.
Thus, this work provides viewers with the pleasure of violating.
The simpler and more absolute the rules are, the more dramatic
the pleasure of violation that bursts through the gap.

3. Inhuman game with humanity

In a way, the most Korean feature of the "Squid Game" is

that "humanity" has been added to the death game. In particular,

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this Korean humanity is often referred to as "Jeong," which is

close to a kind of relic before the individualist era. Currently,
Korean society is gradually entering an individualistic culture, but
it has previously formed a bond centered on "neighborhood," Its
bond, affection, and humanity are also incorporated into this
work.
In particular, Ki-hoon (played by Lee Jung-Jae), the main
character, appears like a symbol of such a "Korean character in
the past." He has a natural sense of familiarity or "we" to his
younger brother Sang-woo (Park Hae-soo), who grew up
together in the neighborhood. However, Sang-woo, who has
already been stained with capitalism or modern society, has a
reasonably firm perception that even Ki Hoon is a competitor,
and the gap between the two reveals "modern" and "Korean."
This Korean style, filled with community sensibilities such
as friendship with younger siblings, respect for the elderly, and
compassion for others who grew up together in the neighborhood,
is familiar to us but strangely strange to the people of society
and times where individualism is individualistic has been
solidified. That point makes this work more unique, such as an
"ambush" that entered the game of a highly individualistic,
modern, competitive, capitalist, and liberal era. Furthermore, this
Korean humanity, or affection, also plays a decisive role in the
game. The climax may be that Ki-hoon's "Jeong" to his
grandfather's son (played by Oh Young-soo) eventually returned
to his "survival."
This is the result of just 'Korean affection' that has nothing
to do with cause, justice, and reciprocity. In other words, this
point is located at the core of revealing the work's uniqueness
by twisting the game.

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4. Reflect on the reality of "Debt and Invest."

As capital has been concentrated on financial technology

due to the global trend of quantitative easing and Corona, the
world has faced an era of "investment in debt." Real estate has
soared, the stock market has risen, and Bitcoin investments have
truly flooded people who have turned their lives around. On the
contrary, not a few people have fallen in such an era, but the
world as a whole has continued to believe that "debt" is hope
and that "life is a path of great success."
The Squid Game has gained sympathy from countless
people in this era by addressing various survival issues and
putting "debt" as a critical issue.
In an era where virtually everyone was in debt and this era
of mixed feelings over the debt, the straightforwardness thrown
by the "Squid Game" implied that the debt could lead us to life
and death at any time. Furthermore, extreme difficulties in
survival, bankrupt household economy, and radical social and
economic isolation led by the COVID-19 era were experiences
that could be more sympathetic to the situation faced by the
"squid game" characters. Furthermore, this reality reveals that
we are participating in the Squid Game, and even if not, we are
prospective participants of this game at any time. Other horror
films, ghosts, or supernatural beings appear, or topics such as
natural disasters, killers, or war crimes make viewers enjoy the
situation with confidence that they are "exceptional realities."
However, the "squid game" has no choice but to become more
realistic in that it is the competitive and capitalist reality that
we belong to.
The Squid Game' is based on the closest reality that can
come to us tomorrow, the day after tomorrow, and more than

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any other material. We are debtors, and tomorrow, we may be

invited to a de facto death game due to bank bankruptcy or
financial crisis. That's reality, so there's nothing more intense
than that.

5. Outstanding directing and the power of unique materials

In addition, it is crucial to see the musical effects of the

"Squid Game," the game scene using primary colors and intense
colors, the contrast of colors in the real world, and the aspects
of various directions using close-ups and slow motion.
Furthermore, the games played by Korean children themselves
were unique and exciting materials for people around the world.
In particular, various games in the Squid Game are prevalent
around the globe, and pop-up stores are general, so you can
predict how interesting these games have become to people
around the world. In that sense, the phrase "the most Korean
thing is the most global thing" is not too wrong.
The world always wants new things, and the 'most Korean
thing' in the world's standards is already new, unique, and
distinctive in itself. Therefore, the global trend of k-content,
which has been prevalent in recent years, can be fully
understood from that point of view.

6. The most "Hwang Donghyuk-like" story

There may be room for discussion as to whether the drama

series can be the director's work. However, it would not be too
much to say that it was the work of that one person, if a
person, like a "squid game," did it with a writer, directing, and
production. According to director Hwang Dong-hyuk's

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filmography, he made his full-length commercial film debut in

2007 with My Father. The following work was Dogany (2011), a
film of the same name novel by Gong Ji-young, and she became
a box office director with "Suspicious Woman" in 2014.
The next movie is Namhansanseong (2017), a novel film of
the same name by writer Kim Hoon. In 2020, he even wrote and
produced a script for a comedy film called "The Thief," his debut
film by Park Jung-bae, a former assistant director. Looking at
this filmography alone, it seems that he went back and forth
between extreme movies and comedy movies and went back and
forth between other people's stories and his own stories. This
split move may be due to a film version system in which
directors decide on movies to make with numerous stakeholders.
A director who has to make a movie with more than
billions of other people's money cannot insist only on what he
wants to say. This filmography must have been created as
investors and producers selected stories they wanted and stories
that could be contained within 90 to 120 minutes. However,
there is a work called "Bugs Attack" in the middle of
filmography. This work, which is nowhere to be seen, is a
seven-minute short clip made by making only two pilots under
the investment of an MCN company called Treasure Hunter and
suspended for one reason or another. Director Hwang Dong-hyuk
is said to have planned the "Squid Game" since 2008.
In 2008, it would have been time to make a movie about
himself in earnest after debuting as My Father. Instead, it is the
"Squid Game" that has been silent until now and then met Netflix
and unfolded it freely. Netflix is known to trust producers and
directors when it decides to invest. Perhaps the same was true
of "Squid Game." Director Hwang Dong-hyuk met Netflix and
told the story he wanted to tell, which he had been silent for a

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long time, and that is what he communicated with global viewers.

7. Cross familiar and unfamiliar things

The storyline of "Squid Game" is not new. As director

Hwang Dong-hyuk said in an interview, he took hints from the
Japanese cartoon "Gambling Mukshirok, Kaiji." Furthermore, it
would have been influenced by movies of the death game genre,
such as Battle Royale and Hunger Games, which appeared during
the silence of the story. So we can roughly guess how the story
will flow. In addition, empathy for the character is secured as
problems that the world is currently agonizing over, such as the
gap between rich and poor and various discrimination (race,
North Korean defectors), are presented as reasons for the
characters' participation in the game. "Squid Game" combines
unfamiliar settings and visual elements with this familiar story. A
combination that seems to be entirely out of place has come as
it unexpectedly creates chemical bonds.
Korean games ('Ttakjigi,' 'Mugunghwa Flower Bloomed,'
'Dalgona Picking,' 'Gooseulnori,' 'Tug-of-war,' 'Crossing the
stepping stone,' and 'Squid,' which are not well known to foreign
viewers as well as young Koreans, have appeared as games that
distinguish life and death. I play games at the risk of my life,
and the visuals are very colorful. For example, game participants
wear green training clothes, and the game progress step wears a
crimson uniform and a mask such as fencing pitching.
The stairs moving to the game space are colored in
colorful fluorescent colors such as pink, blue, and green. These
are bright spaces that have appeared a lot in cheerful K-POP
music videos. The game room is a familiar playground in any
neighborhood in Korea, and it is a long-standing neighborhood on

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the outskirts of Seoul reminiscent of the set of Reply 1988. Yet,

in this peaceful space, human corps members who are in the
midst of life play a life-threatening game. It's the height of
irony.
As such, "Squid Game" is a storyline that seems to have
been seen somewhere, a set that has been seen a lot in K-POP
videos, but it is exotic for foreign viewers (and some Koreans).
For many Koreans (and some foreigners), too Korean and
heterogeneous elements are combined to allow them to continue
to immerse themselves in and out of comfort and tension. The
exquisite combination of familiar and unfamiliar is the
characteristic of the "squid game" global syndrome.

8. Make something to play with so that viewers can

participate

The "Squid Game" syndrome characteristic is that viewers

participated in the movie and provided abundant "play."
Participants in the "Squid Game" wear green training suits. It's
the same clothes that Reed Hastings wore. On eBay, kits that
can make dalgona raffle, one of the games that appeared in the
Squid Game, are being sold successfully, and props such as
beads and scabs in the Squid Game will also be sold after
another.
It was essential that there was a "squid game" syndrome
by arranging many things for viewers to play in a death match
drama where hundreds of people were dying. Think of a
deathmatch movie drama before "Squid Game." How determined
you are. However, if you look back a little, these attempts are
not wholly new. A movie with many things to play with is the
"Star Wars" series. In fact, in terms of dying numbers alone,

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there will be much more Star Wars than Squid Games.

The "Squid Game" was able to explode quickly because it
could escape the typical deathmatch drama. Before "Squid Game,"
there were such factors in various death game contents. For
example, the three-finger salute of the Hunger Games was
borrowed as a symbol of the people's uprising against unfair
power in protests in Myanmar and Hong Kong. However, "Squid
Game" contains various characters and props that viewers can
use like "play" without being so severe. This symbol and support
made it a must-see "squid game" on global SNS in an instant.
Just as Psy's "Gangnam Style" syndrome created a K-POP hit
for people worldwide, so it is expected that "Squid Game" will
play such a role in K-drama, just as it served as a decisive
opportunity for K-POP to change before and after Psy. Finally,
what does the "squid game" suggest to those who work or want
to work in the entertainment field?
There should be something I want to say. The story I
want to tell people if I don't have it now, I have to find it and
develop it slowly. You have to find an opportunity to tell your
story with fascinating eyes. Taking the opportunity to talk about
what he wanted to say in the entertainment field was not easy,
even for those who performed and director Hwang Dong-hyuk.
However, opportunities will be found for those who actively seek
opportunities. Thanks to the "Squid Game," the door to
opportunity has widened.

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III. Analysis of Global Valuation on

"Squid Game"

The Korean drama Squid Game, which topped Netflix!

Amid the global trend, foreign media are explaining the secret
of the success of the Squid Game. The secrets selected by
foreign media include simple play rules, linguistic accessibility,
reality reflection, empathy formation, and visual effects. "The
World's Most Popular Drama Proving Netflix's Power" (De Tijd,
Belgium, 10.12.), Koreans are puzzled by the global success of
the "Squid Game" (Daily Telegraph, 9.29.), etc., in the U.K.

1. Simple rules of play: According to a report by

China's Global Times on October 14, "Children's play is
simple, making it easy for viewers around the world to
understand, so they can focus on the character's emotions,
immerse themselves, and empathize." According to an excerpt
from Hwang Dong-hyuk's "Variety Interview," an American
magazine, "It intentionally made the game easier to
understand."

2. Language accessibility: Netflix currently provides

subtitle services in 37 languages and dubbing in 34 languages
for foreign dramas. And this strategy succeeded (De Tijd,
Belgium, 10.12). It is explained by increasing the potential
audience by introducing two versions of dubbing and subtitles
(France AFP, 10. 8).

3. Reflecting the reality: The "Squid Game" clearly

shows Korean society's extremely competitive, capitalist,

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structured, and fixed social status (De Standard, Belgium,

10.1). He explains, "I wanted to write an allegory about a
modern capitalist society" (Director Hwang Dong-hyuk, excerpt
from an interview with Variety in an American magazine).

4. Forming a consensus: In particular, the consensus

is growing as the world's gap between the rich and the poor
is worsening amid the COVID-19 pandemic (AFP, 10.8. in
France).

5. Visual effects: The background design is bizarre,

contains wit and satire, and is memorable and unique
(Washington Post, 10.8). Spatial design and color combination
give viewers visual pleasure (Jeil Jae-Kyung, China, 10.12). It is
expressed as an outstanding visual element (Australia Sydney
Morning Herald, 10.8), such as pastel interior inspired by M.C.
Esher and creative and eerie death traps in games on
super-large school playgrounds.

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IⅤ. Conclusion

The soft power of the background is in the 1990s, Kim

Dae-Jung South Korea Cultural Content Industry as president
due to the government's active support about the policy to
growth and development will form the foundation. In
particular, it can be explained as a support measure for the
establishment and support of the "Cultural Content Promotion
Agency" for the quantity and quality of the cultural content
industry.
The expansion of financial support and support for
various content industries became the basis for the global
growth of today's cultural content industry.
According to the trend of protecting creators and
ensuring creativity in various cultural content industries, it
became the driving force behind the development of related
industries due to support and non-interference policies. In
other words, the growth of Korea's cultural content industry
can be expressed as the result of the long-term efforts of the
government as well as the success of strategies that have
gained more significant global influence and economic growth.
In addition to the success of the current "Squid Game," the
Korean cultural content industry is expected to grow and
develop as it continues to spread around the world in the
future.

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 ❚ 국문초록 ❚

한국문화산업의 글로벌 확산에 대한 요인 분석:

오징어 게임 사례 연구

21세기 한국의 문화콘텐츠 산업이 세계 시장에서의 매우 큰 흥행

을 하고 있다. 그중에서도 네플릭스의 TV연속극에서 “오징어 게
임”이 사상 최대의 흥행을 이어가고 있다. '오징어게임'은 전세계
넷플릭스 콘텐츠 중에서 모든 국가에서 흥행 1위를 기록하였다.
이 정도면 '오징어 게임'이 하나의 현상이자, 한국 드라마계에서는
가장 성공한 케이스라 평가된다.
“오징어게임”이 문화권을 뛰어넘어 글로벌 시청자들을 사로잡을
수 있었던 “오징어게임”만의 비결은 한국의 소프트파워 성장 배경
은 1990년대 중반의 문화콘텐츠산업에 대해서 정부의 적극적인
지원정책의 결과로 성장 발전의 토대를 구축하게 된다. 특히, 문화
콘텐츠산업의 양적 및 질적을 위한 “문화콘텐츠 진흥원”의 설립과
지원책으로 설명할 수 있다. 위와 같은 재정적인 지원의 확대와
다양한 콘텐츠산업 지원은 오늘날의 문화콘텐츠산업의 세계적인
성장의 토대가 되었다. 또한 다양한 문화콘텐츠산업의 창작자의
보호와 창의성 보장 등의 시대적 흐름에 따라 다양한 문화콘텐츠
산업의 지원과 불간섭정책의 결과로 관련산업의 발전의 원동력이
되었다. 결론적으로, 현재 “오징어 게임”흥행성공 뿐만 아니라, 앞
으로로 한국 문화콘텐츠산업은 지속적으로 글로벌 사회로 확산되
면서 성장, 발전할 것으로 판단된다.

주제어 : 오징어 게임, 한국 문화산업, 넷플릭스 시리즈,

글로벌 성장, 문화콘텐츠

Article submitted on Nov. 15, 2021

Review completed on Nov. 29, 2021
Publication accepted on Nov. 30, 2021

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