Fans of Squid Game will be delighted to hear that Netflix is pumping US$2.5 billion into South Korean movies and TV over the next 4 years, following the enormous success of Korean content. The Glory and Physical:100 have also been hits for the streamer, but Squid Game is the standout. It is the most-watched Netflix show of all time, with 1.65 billion hours of viewing in its first 28 days on the platform. It’s not just TV, either – with the success of South Korean K-pop groups like BTS, Blackpink, and Stray Kids, South Korea’s cultural exports were worth US$12.4 billion in 2021. The Netflix funding announcement came after the streamer’s co-CEO Ted Sarandos met with South Korean President Yoon Suk Yeol. He’s in the US for a slightly awkward 6-day state visit.