Hallyu, a significant East Asian cultural phenomenon of the 21st century, has gained global prominence in recent years. Korean dramas (K-dramas) constitute a vital component of Hallyu's impact in Japan. Notably, the recent "fourth Hallyu boom" in Japan was significantly driven by K-dramas. The global Netflix release of "Crash Landing on You" on February 23, 2020, achieved explosive popularity, catalyzing this fourth wave. Subsequent Netflix-distributed K-dramas like "Itaewon Class" and "Squid Game" further amplified this momentum. Consequently, Netflix occupies a central and influential position in shaping the contemporary reception of Hallyu, particularly K-dramas, in Japan. This study specifically examines K-drama viewership on Netflix in Japan. Utilizing K-drama playback data published on Netflix's official news site, Tudum, from April 2021 to April 2025, we analyze viewing patterns and characteristics. Additionally, we incorporate reports from the "Asahi Shimbun" and "Yomiuri Shimbun" during this period to contextualize the new realities of Hallyu acceptance in Japan since the 2020s. Our findings reveal distinctive characteristics of Netflix K-drama viewership in Japan, including "globality" (simultaneous global access), "simultaneity" (real-time cultural impact), and "diversity" (in genre and audience reach). We conclude that Netflix, as an integral platform within the fourth Hallyu boom, has fundamentally supported K-drama reception in Japan, with new and original Netflix K-dramas serving as the primary viewing source.

Authors:
Junyan Shi, Tohoku University, Japan

About the Presenter(s)
Mr Shi Junyan is a Phd student of Graduate School of International Cultural Studies,Tohoku University,Japan.His current research focuses on the reception of Korean dramas in Japan and China.

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