The rapid rise of Korean drama in Europe is entering a new phase, shifting from streaming success toward local adaptation and co-development, executives said during a Mip London session examining the genre’s growing regional impact.

Speaking at “The Rise of K-Drama in Europe,” Jinhee Lee, marketing manager at CJ ENM, said Korean series have seen “a very clear rise, not just in global visibility, but in actual regional performance, as a strong and sustained engagement within individual markets as well.”

Joining Lee on the panel were Diane Min, head of Europe sales at CJ ENM, and Claire Takami Siljedahl, development producer at Fifth Season U.K., the international studio jointly owned by Korea’s CJ ENM, Japan’s Toho Co. and U.S. investment firm Neuberger Berman.

As an example of the genre’s momentum, Lee cited CJ ENM drama “Bon Appetit, Your Majesty,” which ranked in Netflix’s Top 10 across more than 10 European territories and remained in the chart for up to seven consecutive weeks in countries including Portugal, Romania and Greece.

Min said the global success of “Squid Game” in 2021 “literally changed everything,” helping make Korean dramas more accessible to audiences worldwide. She noted that a total of 210 Korean dramas from multiple broadcasters and studios have reached Netflix’s Top 10 chart over the past five years.

Europe has become a key expansion territory, Min said, with more than 30 Korean drama titles now available on Prime Video in the U.K., while CJ ENM has also launched Korean series on major French broadcasters.

Siljedahl said the appeal of Korean dramas lies in their originality and genre blending. “The concepts are so original… a lot of genre mashups, which is really exciting,” she said, noting that many story ideas feel unlike those typically developed in Western markets.

She also pointed to adaptation challenges, including cultural differences and tonal adjustments. Attitudes to sex, heightened emotional storytelling and culturally specific elements often require modification to resonate with U.K. audiences while preserving the original feel of the IP, she said.

The session highlighted titles gaining traction in Europe, including “Lovely Runner,” which has expanded on Prime Video into multiple territories, and the upcoming CJ ENM series “The Legend of Kitchen Soldier,” a military-set drama with a cooking twist that will premiere at Series Mania.

Panelists said adaptation activity is accelerating as producers seek to translate Korean IP into English-language versions. Siljedahl noted that Fifth Season is currently developing multiple remakes and has selected the erotic revenge thriller “Eve” for adaptation in part because of its strong local and global performance.

Min said CJ ENM’s strategy now extends beyond distribution toward producing Korean stories in multiple languages through partnerships with international companies.

Looking ahead, panelists said the next stage of K-drama growth in Europe will be driven by closer collaboration between Korean producers and international companies. As Siljedahl said, “there are lots of exciting ways to work together,” including developing original concepts designed for global audiences from the outset.