Netflix co-CEO Ted Sarandos celebrated the streamer’s 10th anniversary in Korea with a major fan event in Seoul, using the occasion to spotlight the country’s role in producing globally watched titles including Squid Game, Kpop Demon Hunters and Kingdom.

The milestone arrives at a challenging moment for Netflix in the U.S. Its shares tumbled despite decent third-quarter results, while Wall Street remains concerned about mass layoffs at the company and a stock price that has fallen sharply throughout 2026.

In Seoul, however, Sarandos focused on a decade of growth in a country that became one of Netflix’s biggest financial bets and one of its most important markets.

“Ten years ago, we dreamed big, but none of us could have imagined that Korean stories would move hearts around the world, and land right at the center of global culture,” Sarandos told the crowd.

He described Korea as much more than a commercial territory for the streamer.

“For Netflix, Korea is more than a market. It is where we discovered new possibilities, and where we learned how far a story can travel, and it is one of our most treasured partners for the future we are building together,” Sarandos said. “To every creator, every actor, every crew member, and every fan in Korea: thank you, from the bottom of my heart.”

A Decade of Korean Content

Netflix launched in Korea on January 6, 2016. According to figures presented by the company, Korean programming is now the most-watched non-English-language content on the service, with more than 80% of subscribers watching it.

More than 200 Korean titles have reached Netflix’s Global Top 10 chart during the past five years. The first season of Squid Game recorded the longest run cited by the streamer, remaining on the chart for 32 consecutive weeks.

Netflix also identified Teach You a Lesson as the 10th most-watched non-English title in its history. All three seasons of Squid Game rank within the streamer’s top 10 non-English titles.

The company said it has worked with more than 80 Korean production companies, while filming has taken place across more than 100 towns and cities. One-third of its originals have been led by first-time writers and/or directors.

Those figures gave Netflix a chance to emphasize its international reach as it faces criticism over its U.S. performance. The streamer has also pointed to Plastic Beauty, The Secret Woman and The Perfect Lie, which are on track to become the most-watched titles ever in Japan, Denmark and the Netherlands, respectively.

Stars Turn Out for the Fan Festival

The Korea Fan Festival ran October 24 and 25 at the Sangnam Oil Tank Culture Park. Sarandos was joined onstage by performers connected to a wide range of Netflix productions.

The lineup included Squid Game stars Lee Jung-lae, Lee Byung-hun and Park Hae-soo, as well as Ahn Hyo-seop from Kpop Demon Hunters. Stars from D.P., Physical 100, Hellbound, Mask Girl, Culinary Class Wars, The Devil’s Plan and Agent Kim Reactivated also appeared.

Netflix used the celebration to bring upcoming projects into the spotlight as well. Stars from Possible Love, Tantara, Grand Galaxy Hotel, She, Wolf — formerly known as Beauty in the Beast — All of Us Are Dead Season 2 and Solo Leveling took part in the event.

ShowBiz Take

The Seoul celebration offered Netflix more than an anniversary moment. At a time when layoffs, a falling share price and investor anxiety are creating pressure in the U.S., the company was able to point to concrete evidence of Korea’s importance to its wider business.

The strongest number may be the broadest one: more than 80% of Netflix subscribers watch Korean content. Combined with the 200-plus Korean titles that have entered the Global Top 10, that figure shows why the country remains central to Netflix’s international strategy.

Sarandos’ appearance also connected the streamer’s past decade in Korea with its next group of productions. The established titles and upcoming shows presented at the festival allowed Netflix to celebrate what has already traveled globally while keeping attention on the Korean projects still ahead.

What Happens Next?

Netflix’s next Korean chapter includes Possible Love, Tantara, Grand Galaxy Hotel, She, Wolf, All of Us Are Dead Season 2 and Solo Leveling. After a decade that produced several of the service’s most prominent non-English titles, those projects will carry the company’s Korean slate forward as Netflix continues navigating pressure in the U.S.