Media companies are expanding experiments using AI, with a focus on cutting production costs, developing new genres and improving user experience. Video tools now generate longer 4K content with audio and better character consistency. Broadcasters and studios are testing AI in election coverage, animation and drama, while China pushes commercialisation. In distribution, recommendation algorithms and AI dubbing are becoming core infrastructure. The shift is also raising concerns over copyright, creator protection and review standards.

Major South Korean game companies are rolling out large projects that place Korean folklore and classic literature at the core of their worlds. With overseas users growing more familiar with Korean culture through K-dramas and K-pop, companies are using Korean narratives as a point of differentiation. Krafton, Nexon Games and Wemade Max are developing open-world or action titles for PC and consoles. The shift reflects a move beyond mobile MMORPGs toward exporting worldbuilding itself.