This article explores the phenomenon of the “Korean Wave,” known as Hallyu in Korean, which introduced Korean drama to the Middle Eastern region over 30 years ago. It delves into why this content aligns so well with the region’s values and highlights the opportunities it presents for content providers to meet the growing demand.
The Korean Wave represents a cultural and economic strategy initiated by the South Korean government in the 1990s to export its cultural products globally. Initially, this exportation found success in neighboring countries such as China, Japan, and Vietnam, with the value of Korean TV series exports growing from $5.5 million to $150.9 million between 1995 and 2007. Over time, Hallyu extended beyond East Asia, reaching the Middle East, where it found a receptive and eager audience.
The Korean Wave Fills Entertainment Gaps in the Middle East
One of the most notable early successes came in 2006, when the Korean drama Dae Jang Geum aired on Iraqi television, quickly becoming the country’s most-watched show. In this landmark moment, they demonstrated that Korean entertainment could thrive in a region with distinct cultural values and preferences. Countries like Egypt and Turkey have since become significant consumers of K-dramas, ranking among the top 15 most important global markets for this content.
The timing of the Korean Wave's arrival in the Middle East was ideal. Compared to the United States or the United Kingdom, the region’s entertainment industry often struggled to produce enough local content to meet the growing viewer demand. Over the past four years, approximately 25% of the MENA region’s entertainment consumption has consisted of foreign, non-English material. Furthermore, drama remains the most in-demand genre in the area. This strong preference for dramatic content presents a significant opportunity for Korean dramas to shine in the Middle East, where local productions alone cannot satisfy the demand.
Addressing Moral Sensitivities: Korean Dramas vs. Western Content
In addition to filling content gaps, Korean entertainment offers a welcome alternative to U.S.-produced films and TV shows, which sometimes face cultural and moral resistance in the region. Approximately 43% of Middle Eastern consumers view Hollywood films as morally harmful, and 68% believe that offensive films should be banned altogether. American media often includes elements such as explicit content, alcohol consumption, and graphic depictions of violence and betrayal, which can clash with Islamic values.
Additionally, Muslims—who make up nearly a quarter of the world’s population—are underrepresented in U.S. media, with only 1% of all speaking characters being Muslim. Moreover, portrayals of Muslim characters in U.S. films and TV shows are often negative, with many depicted as violent or criminal. In cinema, 30% of Muslim characters are portrayed as perpetrators of violence, while in TV shows, 12% die violently within the first three episodes.
However, it is essential to note that this does not mean all U.S.-produced films and TV shows are inappropriate or misrepresentative. Instead, these issues highlight the need for programmers to be mindful when selecting content for the Middle Eastern region or any market. Sensitivity to local values is crucial, as cultural differences and norms must always be respected.
Why Korean Dramas Suit Middle Eastern Values
Despite the geographic distance between South Korea and the Middle East, significant cultural similarities have contributed to the success of Korean dramas in the region. Both societies emphasize family, respect for elders, and traditional social structures, often central themes in Korean dramas. These values resonate deeply with Middle Eastern viewers, who prioritize family cohesion, social harmony, and respect for tradition.
Furthermore, Korean dramas avoid explicit content, making them particularly suitable for conservative audiences. Unlike many Western shows, which can include sexual content or portray lifestyles that may conflict with Islamic principles, K-dramas focus on emotional depth, modest romantic gestures, love, sacrifice, and family themes. This respect for cultural sensitivities makes them a preferred choice for viewers who seek entertainment that aligns with their religious and cultural beliefs.
Korean dramas’ ability to balance entertainment with cultural respect is critical to their success in the Middle East. Themes of love, family, and moral integrity are universally understood but particularly appreciated in conservative societies like the Middle East. Viewers often seek content that reflects their values and provides a positive viewing experience for the entire family. As Nourhan, an interviewee from Egyptian Streets, explained, Korean dramas resonate with Egyptian audiences because they address relatable topics such as infidelity and family dynamics. The conservative nature of Korean content, emphasizing principles and family values, aligns perfectly with Middle Eastern preferences, ensuring continued success in the region.
The Appeal of Korean Dramas to Younger Audiences
As Korean culture continues to take root in the Middle East, it dramatically influences younger generations. Gen-Z and millennials, in particular, are drawn to Korean dramas, which are often more compact and accessible to binge-watch than longer Arab serials. Abe Shady Aboul Naga, General Manager of Viu Middle East, notes that MENA viewers increasingly engage with subbed and dubbed Korean content. He attributes this popularity to the dramas' condensed plots, familiar actors, and relatable storylines. Korean dramas, which typically span only one or two seasons, feature tight and captivating narratives that appeal to younger audiences who value efficiency in their viewing habits.
This rising interest in Korean content has gone beyond passive consumption. Many young people in the Middle East are actively seeking to learn the Korean language, driven by their fascination with Korean dramas and K-pop. Alaa Mansour, an assistant lecturer at Ain Shams University, has observed a significant increase in students choosing to study Korean in Egypt. The desire to learn Korean is not just about better understanding the content; it reflects a deeper connection with Korean culture. As more viewers engage with Korean entertainment, they build cultural bridges and foster a greater appreciation for Korea.
This rising interest in the Korean language and culture has sparked a continuous cycle of cultural exchange. Many viewers start learning Korean to better enjoy their favorite dramas in the original language, while others immerse themselves in Korean content to support their language studies. This interaction has fostered a more profound cultural appreciation between South Korea and the Middle East, strengthening the connection between the two regions.
Pop Up and Ride the Korean Wave Across the Middle East
The Korean Wave has significantly impacted the Middle Eastern entertainment landscape, offering a refreshing alternative to Western content and filling a gap in the region’s film and TV consumption. With relatable themes, cultural sensitivity, and high production value, Korean dramas have captured Middle Eastern audiences’ hearts, consisting of approximately 381 million people across 26 similar yet diverse countries.
As Korean content thrives in the Middle East, its appeal will likely only grow more robust, especially among younger viewers actively engaging with the language, products, and culture. This presents a significant opportunity for global streaming platforms to ride the Korean Wave and "match" the right content with the right audience. By carefully curating Korean content that suits Middle Eastern values and tastes, streamers can tap into this stable demand, making Korean entertainment an even more meaningful part of the Middle Eastern entertainment world.
About allrites
Located in Singapore and operating globally, allrites is a premier marketplace for buying and selling film, TV, and sports rights. We provide a vast catalog of Film and TV content, from major studios to independent producers, available in any language and genre. Our innovative licensing models, including allrites Content-as-a-Service, offer flexible and efficient solutions for content monetization and acquisition, accommodating the evolving needs of content buyers and sellers worldwide.
Contact us to learn more about us and our revolutionary CaaS model.
Commentaires