Netflix's core marketing for Korean content is in the story, it said.

Kim Mi-hoo (김미후), a director in Netflix's Korea marketing division, said at an industry-academia-government conference titled "K-Culture Explained" held at Yonsei University on Monday that the key to marketing is for good stories born in Korea to reach everyone around the world and create bigger cultural moments in ways that were previously hard to imagine.

The conference was co-hosted by Yonsei University's Department of Communication and Media, Office of International Affairs, Communication Research Institute and K-Entertech Hub, with about 300 college students from Korea and abroad attending.

Kim said Netflix marketing starts with the question, "How can we make the world talk about K-content?" She introduced this as a "Conversation-First" strategy.

Kim said Netflix keeps global viewers in mind from the campaign design stage and that marketing teams in Korea and in each country work closely together. She said this creates touchpoints so overseas viewers who do not know Korean or are encountering K-content for the first time can enjoy the content together, talk about it, recommend it and share it.

Kim stressed that conversation among viewers builds and expands into a global fandom. She said Netflix content released simultaneously worldwide makes possible a fandom in which people around the world talk about the same work together across borders and time differences. She added that fandom does not stop at consuming content, but creates a virtuous cycle by sharing and reproducing works and drawing in new viewers.

Netflix cited global social channels as the foundation that supports fandom formation. Netflix said it has more than 1.4 billion social media followers worldwide and that its content receives more than 224 billion exposures each year without advertising through Instagram, TikTok, WhatsApp and LinkedIn.