Eastern culture is already part of Brazilians' daily lives, winning over audiences of all ages and genders through its audiovisual productions. Phenomena such as K-dramas (South Korean series) and doramas (Japanese soap operas and series) have been gaining more and more space on digital platforms. Keeping an eye on this trend, theWinnin, an artificial intelligence platform that identifies cultural trends based on video consumption, conducted an in-depth study on how this type of content has been dominating conversations on social media.
The global expansion of these productions is directly linked to the popularization of streaming platforms. In the last 12 months, approximately were produced50 million videosrelated to the topic, which together totaled almost12 million viewsand185 thousand interactions, highlighting the strong engagement of the Brazilian audience with this type of content.
The survey also shows that the audience is predominantlyfeminine, representing about80% of the total, with the highest concentration in the age group of18 to 25 years oldAlready among men, who make up the20% remainingmost of the engagement comes from the range between34 and 44 years old.
In addition to television series, Eastern culture also influences other sectors, such asgastronomy, fashion, and lifestyleAsian cuisine – with an emphasis on Korean – appears among the most popular topics among consumers of this type of content.
Winnin's analysis also revealed regional differences in how these themes are addressed. In Brazil, for example, the focus is still on the impact and consumption of foreign content, since national production in this genre is incipient. However, the country plays a significant role in amplifying these productions on social media. However, this scenario begins to change as some national players are already moving to develop melodramas inspired by doramas, aiming at the growing public interest.
Among the related contentsdramasandK-dramas, a South Koreahighlights:56.6% of the videosand60% of the interactionsThey refer to Korean productions. Humor, in particular, has strong appeal among Brazilians. Nearly49.8% of the viewsThey are related to videos that treat doramas in a humorous or satirical way, reinforcing a national characteristic of turning various topics into humorous content.
"At Winnin, we identified an excellent opportunity for brands to explore this rise of Korean culture, which has established itself as a phenomenon among Brazilians. The audience not only consumes but also responds with enthusiasm and engagement on social media – representing a valuable chance for brands to get involved in these conversations," says Gian Martinez, CEO and co-founder of Winnin.
The growth of interest inK-dramas, dramasandK-popIt opened doors for South Korean culture in Brazil. The success is so significant that one of the world's largest streaming platforms announced a $2.5 billion investment in Korean productions until 2027, reinforcing the global strength of this market.
