The Growing Pains of Korean Content in a Globalized World

After the Korean War, South Korea underwent rapid economic growth. While this development brought material prosperity, the pace of change in people's thinking has not always kept up. Historically, South Korea had to prioritize survival due to continuous foreign invasions. This led to a culture that emphasizes immediate problem-solving and rapid adaptation to changing circumstances.

South Korea's top-down decision-making structure is a remnant of this historical context. There was a generation that unquestioningly followed orders from superiors, believing that compliance was necessary and that the rationale would eventually be explained later. Even in the K-drama Misaeng (aired in 2015), one can see employees reluctantly obeying their boss's instructions, but still follows even in situations where many questions remain unanswered.

Richard Lewis, in When Cultures Collide, describes Koreans as "adaptable and amenable to last-minute changes." While this is framed as a strength, it also has its downsides. It means that decisions are often followed without questioning why, placing immense pressure on leaders to make flawless judgments. South Korea's response to crises like war and the IMF financial crisis was focused on immediate survival, often deferring reflection and analysis until later.

This approach has shaped South Koreans’ tendency to favor learning by doing. Koreans dislike uncertainty and prefer meticulous planning, but in urgent situations, questioning why can feel like a luxury.

?Just as South Korea's economy grew rapidly, so did the Korean Wave (Hallyu). K-dramas, K-pop, and films are expanding faster than Koreans' sensitivity to diversity.

The idea of inclusion, such as embracing people with disabilities, has remained largely theoretical for many Koreans, who have had little real-life interaction with disabled individuals. The drama Extraordinary Attorney Woo addressed this by portraying an autistic protagonist, showing her struggles and the prejudices she faces. This allowed viewers to reflect on their own biases and unconscious discrimination. The power of media lies in its ability to shift perspectives and cultivate social awareness naturally.

However, Extraordinary Attorney Woo also encountered criticism. Some argued that it presented an unrealistic portrayal of autism. The main character, Woo Young-woo, was depicted as a genius—a representation far from the reality faced by most autistic individuals. No matter how popular a drama is, it will always face some criticism. However, the controversy became an opportunity to improve awareness and sensitivity about disabilities.

The highly anticipated Squid Game 2 topped Netflix charts in 93 countries. However, it sparked controversy in Vietnam due to a line referencing the Vietnam War.

In the drama, character No. 388, Dae-ho (played by Kang Ha-neul), tells fellow contestant Jung-bae (Lee Seo-hwan) that his father, a Vietnam War veteran, sent him to the Marine Corps "to make him more manly." Jung-bae responds, "Your father is admirable."

Vietnamese viewers were outraged, arguing that portraying a South Korean Vietnam War veteran as "admirable" was offensive. Some called for the show to be banned in Vietnam. Others defended the line, saying it simply acknowledged the father’s military service and his decision to send his son to the Marines—not his involvement in the war itself.

South Korea’s involvement in the Vietnam War was largely driven by economic incentives through the Brown Memorandum agreement with the U.S. Many South Korean soldiers fought not out of ideological commitment but to support their families. My own father was a Vietnam War veteran, and the money he earned from the war allowed him to open a small business.

When I first met a Vietnamese person, I naively mentioned that my father was a Vietnam War veteran, not realizing how it might come across. Only later, after learning more about the war's history, did I regret my words and realize the mistake caused by my ignorance

Despite the global success of K-dramas, South Korea’s cultural and social awareness has not kept pace. In 2022, K-Drama, Little Women was pulled from Netflix Vietnam after a line stating that ‘South Korean soldiers could kill 20 Viet Cong soldiers, with some managing to kill 10’. This was the first time a Netflix show was banned due to historical controversy.

If Koreans imagined a Japanese drama that glorifies the sacrifice of Koreans during Japan's colonial rule, they could fully empathize with the reaction of the Vietnamese.

Why, then, do Korean dramas continue to overlook these issues? The rapid expansion of K-content has outpaced South Korea’s understanding of the global audience’s perspectives. South Korea’s homogeneity and historical focus on economic survival make it difficult to fully grasp the level of cultural sensitivity required in international markets.

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But the good news is that there are signs of progress.

Squid Game 2 introduced a transgender character, Hyun-joo, a former special forces soldier. However, international audiences criticized the casting of a cisgender male actor, Park Sung-hoon, instead of a transgender actress.

Director Hwang Dong-hyuk acknowledged that he had anticipated such criticism but struggled to find an openly transgender actress in South Korea. He stated, "Unfortunately, South Korea's LGBTQ+ community is still marginalized and overlooked. This reality saddens me."

Through this controversy, he raised awareness of societal perceptions of LGBTQ issues, prompting deeper reflection.

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K-pop has also faced similar cultural missteps. BLACKPINK’s How You Like That music video featured a statue of the Hindu god Ganesha placed on the floor, sparking outrage among Indian fans. To Hindus, Ganesha is a sacred figure, and placing him on the ground was seen as deeply disrespectful. YG Entertainment quickly edited the scene and issued an apology. Their swift response showed an acknowledgment of the issue, but the incident highlighted their initial cultural ignorance.

Korean content is evolving through these critiques. Constructive criticism offers fresh perspectives and fosters growth.

For global success, cultural sensitivity is no longer a nice-to-have—it is a must-have. Just as companies need business etiquette when expanding internationally, K-content creators must continuously learn about the diverse perspectives of their global audience. Cultural awareness is not just about avoiding controversy; it is about fostering genuine global engagement.

The Korean entertainment industry must recognize that cultural sensitivity is not a burden but an opportunity to connect more meaningfully with audiences worldwide. The future of K-content depends not just on its ability to entertain but on its willingness to listen, learn, and grow.

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