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Netflix needs new subscribers. It’s hoping to ride ‘Squid Game’-led Korean surge

Hong Kong/Los Angeles: It took “Squid Game” just four weeks this past fall to become the most-watched Netflix Inc. show ever released in any language. But when it comes to the streaming giant’s global ambitions, what happened afterward matters even more — viewers who devoured “Squid Game” started watching more shows in Korean.

During the week of Oct. 11, “My Name,” a drama about a woman seeking to avenge her father’s murder, jumped into the Netflix top 10 for non-English series. The following week, “The King’s Affection,” a romance set during the Joseon Dynasty, did the same. The week of Nov. 15, “Hellbound,” a fantasy thriller set in the near future, supplanted “Squid Game” as the most-watched non-English show on Netflix across the world.

The series weren’t just popular in South Korea. People were consuming them in Indonesia, Thailand,…

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