Netflix Korea turns 10: '넷플잔치' festival set for Oct 24-25 as GS25 hits 70M collab sales

Netflix launched in Korea in 2016. A decade later, the platform is hosting a two-day festival — 넷플잔치 — at Seoul Sangam Culture Storage Base on October 24-25.

Cast members from D.P., Squid Game, Hellbound, Physical: 100, Mask Girl, and Chef's Table: Culinary Class War will appear. The event will also introduce upcoming titles: the film A Possible Love (which had a prior theatrical run), the series Slowly and Intensely, and Grand Galaxy Hotel.

From Kingdom to the second-most-watched content on the planet

Netflix started producing Korean originals in 2018 with comedian Yoo Byung-jae's stand-up special Black Comedy. Its first Korean original series, Kingdom, arrived in 2019. Then Squid Game went global in 2021 and everything shifted.

Since Netflix published its first Global Top 10 chart in June 2021, more than 210 Korean titles have landed on it. Korean content now ranks second globally in consumption. Only the United States produces more.

In 2023, Netflix announced a $2.5 billion investment in Korean content over four years — roughly 3.3 trillion won at the exchange rate at the time.

The wins haven't quieted every voice. One industry official was direct: "While increased supply to global OTTs can lead to short-term production revenue, it is also important in the long term for domestic production companies to secure their own IP."

GS25's 121 products and 70 million units sold

The GS25 and Netflix partnership began in 2023. It has produced 121 collaboration product types and 70 million cumulative units sold. Squid Game merchandise alone crossed 8 million units as of June. Chef's Table: Culinary Class War products have sold over 9 million.

For the anniversary, GS25 is rolling out new items through the end of October. Three snack varieties, a refrigerated pizza, kimbap, and dakganjeong are coming. The Jumbo Garlic Shrimp Chips come in pillow-shaped packaging meant to evoke binge-watching. The single-serve Red & Black Pizza targets solo viewing sessions. Five existing products are getting a 10% or 10g quantity increase at no price change: two Jumbo Popcorn varieties, two potato chip varieties, and Squid Game Fried. A set of transportation cards featuring Squid Game, K-pop Demon Hunters, and Does This Love Have a Translator? is also part of the lineup.

Top-selling collaboration products to date are Netflix Jumbo Popcorn (Extra Large), Netflix Energy Orange Mango 500ml, Netflix Energy Lemon Lime 500ml, Netflix Sesame Oil Potato Chips, and Netflix Infinite Chewing Jelly.

GS25 will run a booth at 넷플잔치 on October 24-25 and plans to expand the partnership through online and offline channels going forward.