Netflix’s success with ‘Squid Game’ is due to a local strategy, reveals Minyoung Kim, VP of Content for Asia at Netflix. Speaking to Variety , Kim explained that Netflix focuses on cultural specificity rather than seeking universal appeal. This approach, which prioritizes cultural resonance within the local market, has led to the global success of ‘Squid Game.’ Kim emphasized that authenticity is essential for local content to resonate internationally and that Netflix continues to invest in local content production in Asia.

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