How Netflix bring Asian Content to the Global Audience with Minyoung Kim

Analyse Asia with Bernard Leong

“The most important lesson that I have learned is really Know your audience. You need to really understand your audience, and what they want because oftentimes the content executives make the mistake of programming for themselves rather than the audience. And I actually went through the exact same mistake when I first started, because I believed what I like is what audience like. So I think that's like the number one rule, really trying to understand the audience. That is number one. And as an individual, for me. I don't think it's only in Asia. I think globally building a relationship is really important. But trying to develop a relationship for the sake of a relationship never lands well. You can never, utilize the relationship. You build a relationship through great work and you build a relationship not only to get what you need but also to be able to say no.” - Minyoung Kim

Fresh out of the studio, Minyoung Kim, Netflix’s VP of Content for the Asia Pacific (excluding India), shared her perspectives on how Netflix work with content creators across the Asia Pacific region and brings them to a global audience. In the same conversation, Minyoung discussed the importance of cultural adaptation and localization and provided behind-the-scenes insights into how the Squid Game became a global phenomenon starting from their focus on the Korean audience. Minyoung also addressed challenges faced by Asian content creators, offered her advice for aspiring filmmakers who want to collaborate with Netflix, and shared her thoughts on what great would look like for Netflix in the Asia Pacific.

Episode Highlights: [0:45] Quote of the Day by Minyoung Kim from Netflix #QOTD [1:41] Introduction: Minyoung Kim, Netflix’s VP of Content, APAC excluding India [5:34] Minyoung Kim’s lessons from her career journey. [7:15] Overview of Netflix, its global vision and mission. [10:28] The footprint of Netflix in the Asia Pacific. [13:41] How Netflix brings Asian content from a local audience to a global one. [15:02] The decision behind Squid Game and how it resonates with the Korean audience. [16:59] The ingredients of a local show that might become a global success on Netflix. [19:02] Challenges for Asian content creators. [21:31] The importance of cultural adaptation and localization for the Asia Pacific. [23:03] Netflix has conditioned the audience to watch the original version rather than dubbing. [25:55] Green light rigour at Netflix. [27:28] Future of Asian content and Netflix’s role in shaping the landscape. [29:41] Advice to aspiring creators and filmmakers in Asia who want to collaborate with Netflix. [31:18] Trends in the Asian content market. [33:12] What does great look like for Netflix in the Asia Pacific region? [34:24] Closing.

Podcast Information: Bernard Leong hosts and produces the show. Proper credits for the intro and end music: "Energetic Sports Drive" and the episode is mixed & edited in both video and audio format by G. Thomas Craig

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