‘Squid Game’ goes global via local first strategy, says Netflix’s VP

Released on September 17, 2021, Squid Game became Netflix's most-watched series instantly, making people worldwide go crazy within a few days.

The series was based on a South Korean dystopian survival thriller horror television series created, written and directed by Hwang Dong-hyuk, streamed on Netflix.

Considering the fame and love, the creators made the second season of Squid Game, which came out in December 2025.

Today, Minyoung Kim, Netflix’s VP of content for Asia (ex-India), discloses that Netflix produced the globally popularised show by becoming the ‘cultural zeitgeist’.

While talking to Variety, in the Asia Pacific showcase, Tokyo, VP of content of Asia, Minyoung Kim says, “When I commissioned ‘Squid Game,’ we were never trying to find a global show.”

“We always look for stories that are going to have an impact in the local market, that is going to really touch our local audience,” Kim reveals.

Netflix’s strategy focuses on making shows deeply resonate within their local cultures before aiming for international success.

Despite Squid Game becoming a global hit, Netflix executive Kim maintains that this local-first approach hasn’t changed.

“We’re not trying to copy the success of ‘Squid Game,'” she says. “We always look for titles that are going to work really well in the local market and entertain our audiences in the local market.”

Kim believes that a culturally rooted story has the potential for authenticity and empowers emotions that go beyond the locality.

“When it’s a locally authentic story that is able to create the emotion that can really work well universally, I think that’s when you really see a show travels far more.” Kim finishes.

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