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‘Squid Game’ Success Stems From Netflix’s Local-First Strategy, Says Asia Content VP Minyoung Kim: ‘We Always Aspire to Make Big, Bold Swings’
Netflix Asia VP reveals the local-first strategy that turned 'Squid Game' into a phenomenon while reshaping its approach to international content.
In an entertainment landscape where global streaming platforms often chase universal appeal, Netflix finds worldwide success by doubling down on cultural specificity. “When I commissioned ‘Squid Game,’ we were never trying to find a global show,” Kim says during a wide-ranging industry conversation with Variety during the streamer’s ongoing Asia Pacific showcase in Tokyo. Yet Kim, who joined Netflix in 2016 as one of its first content executives based in Asia, insists this approach remains unchanged despite “Squid Game” becoming one of the platform’s most-watched series ever.
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