67% of Netflix Members Surveyed Want to Visit Korea
Netflix research found 67% of surveyed members worldwide want to visit South Korea. At Busan's Creative Asia, Sung Q Lee credited stories, not scenery, for the pull.
Programme
- 67% of surveyed Netflix members internationally expressed interest in visiting South Korea.
- Creative Asia returned for a third consecutive year on Oct. 10, run by Netflix and the 31st Busan International Film Festival.
- The opening masterclass took place at Dongseo University's Centum Campus.
- "Perfect Days" was shot in 16 days, with its story developing organically from locations.
- This year's edition added workshops led by Netflix executives.
Netflix research found that 67% of surveyed members internationally want to visit South Korea. The streamer's Sung Q Lee attributes the pull to the stories set there, rather than to the scenery alone.
Lee, Netflix's senior director of APAC production, made the case on Oct. 10 at the opening masterclass of Creative Asia, the program Netflix and the 31st Busan International Film Festival have now run for a third consecutive year.
Held at Dongseo University's Centum Campus, the 2025 edition was developed with the Asian Film Commissions Network and the Motion Picture Association. This year added workshops led by Netflix executives alongside masterclasses and industry panels.
How do locations shape storytelling?
Moderated by Busan Asian Film School professor James Bang, the opening session focused on how places drive narrative. It featured location manager Lauren Cooper and "Perfect Days" co-producer Kunieda Reiko.
Cooper described her method: she first reads a script as an audience member, and only then weighs its demands as a location manager. She works closely with the production designer.
"Filmmaking is like a team sport," Cooper said. "You need great flexibility to work with the crew and the story."
Kunieda quoted director Wim Wenders: "The artifice of a story can ruin a film." She said Wenders resists imposing predetermined themes or concepts. On "Perfect Days," shot in 16 days, the story developed organically from its locations.
"Location and storytelling are not separable," Kunieda said. She framed production's role as translating creative ambitions into filmmaking.
Lee's own example pointed the same direction. Citing "When Life Gives You Tangerines," the series set on Jeju Island, he argued that universal emotions are what connect audiences to unfamiliar places.
The 67% figure gives the argument weight far beyond Busan. As Creative Asia expands its executive-led workshops, the data suggests screen stories set in specific places are now measurably driving where audiences want to travel.
Source: Variety Film
