K-Drama Boom in Europe Moves Into Adaptation Phase: Mip London Panel

Variety

by Naman Ramachandran

February 23, 2026

AI-Generated Deep Dive Summary

The rapid rise of Korean dramas (K-Dramas) in Europe is entering a new phase, shifting from streaming success to local adaptation and co-development, according to industry leaders speaking at a Mip London panel. Jinhee Lee, marketing manager at CJ ENM, highlighted the growing popularity of K-Dramas not just globally but also within specific European markets, with shows like "Bon Appetit, Your Majesty" topping Netflix’s Top 10 chart in over 10 European territories for weeks. The success of "Squid Game" in 2021 marked a turning point, making Korean dramas more accessible to international audiences and paving the way for their widespread adoption. The panel emphasized the unique appeal of K-Dramas, which blend originality and genre mashups, making them stand out compared to Western storytelling. However, adapting these shows for European audiences requires careful cultural adjustments, particularly in themes like sex, emotional intensity, and culturally specific elements. Claire Takami Siljedahl of Fifth Season U.K., a joint venture between CJ ENM and other international firms, noted that remaking K-Dramas involves balancing the original IP’s essence with local sensibilities to resonate with U.K. audiences. With over 210 Korean dramas reaching Netflix’s Top 10 chart in recent years, Europe has emerged as a key growth market for the genre. CJ ENM and other studios are now expanding beyond distribution by producing Korean stories in multiple languages through international partnerships. This collaborative approach is expected to drive future growth, with shows like "The Legend of Kitchen Soldier" and "Lovely Runner" gaining traction on platforms like Prime Video. The panel also highlighted the potential for original content created specifically for global audiences, signaling a new era of cross-cultural storytelling in entertainment. This shift toward local adaptation and co-development is significant for the entertainment industry, as it opens up opportunities for international collaboration and could redefine global content trends. By blending Korean creativity with local insights, K-Dramas are poised to maintain their momentum in Europe and beyond, offering fresh perspectives that appeal to diverse audiences worldwide.

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Originally published on Variety on 2/23/2026