Surprise No.1 K-Drama Abroad? Not ‘Queen of Tears’ or ‘Crash Landing on You’

Korean content is continuing to expand its influence worldwide—but when it comes to the most beloved K-drama among global fans, it's not the buzzworthy ''Queen of Tears'' or even the legendary ''Crash Landing on You.''

The top pick? None other than the mega-hit ''Squid Game.''

According to the 2025 Global Hallyu Survey (based on 2024 data) jointly released by Korea’s Ministry of Culture, Sports and Tourism and the Korean Foundation for International Cultural Exchange on April 7, ''Squid Game'' topped the list with 9.7% of respondents naming it as their favorite Korean drama.

Though it's been a few years since the show first dropped, ''Squid Game'' managed to beat out newer, high-profile contenders to maintain its spot at the top.

The survey was conducted between November 29 and December 27 last year, reaching 26,400 people across 26 countries—including the U.S., Japan, China, India, Indonesia, France, and Saudi Arabia. This year, the Philippines and Hong Kong were newly added to the survey pool, and the overall sample size was expanded to improve reliability.

At the time of the survey, anticipation was building for Season 2 of ''Squid Game,'' and its popularity saw a 0.7 percentage point increase from the previous year. Since its 2021 release, the show has become a global sensation and remains one of the most influential Korean dramas worldwide. With a staggering budget of over 25.3 billion KRW (approximately 17.4 million USD), the blockbuster didn’t just dominate the charts—it helped define what K-dramas can be on the world stage.

Coming in second was last year's viral hit ''Queen of Tears'' with 6.5%, followed by the ever-popular ''Crash Landing on You'' with 2.2%. Rounding out the top five were ''True Beauty'' (2.1%) and ''Lovely Runner'' (1.8%), showcasing a mix of new and older fan favorites.

The survey also explored global awareness and consumption trends for Korean cultural content more broadly. An impressive 70.3% of participants said they liked Korean content, and 68.2% said they would recommend it to others. K-dramas were the most likely genre to be recommended (75.4%), alongside Korean variety shows, games, and beauty content.

Interestingly, as international viewers immerse themselves in Hallyu content, their interest in Korean products and services is rising as well. About 58.9% of respondents said they were willing to purchase Korean-made products, and 22.1% specifically cited seeing them in Korean shows or movies as a reason—proving that content is directly influencing consumer behavior.

On average, global viewers spend 14 hours per month consuming Hallyu content, with K-dramas leading the pack at 17.5 hours. In countries like the Philippines (24 hours), Thailand (20.1), and the UAE (19.2), viewers spend nearly a full day each month watching Korean dramas.

When asked what first comes to mind when thinking about Korea, ''K-pop'' was the most common answer at 17.8%, followed by Korean food (11.8%), dramas (8.7%), beauty (6.4%), and films (5.6%). Korean language was included as a new category for the first time this year and received a strong 75.4% favorability rating.

The influence of Hallyu now stretches far beyond entertainment—it's becoming a major economic force. With global blockbusters like ''Squid Game'' leading the charge, trust and consumption of Korean content continue to grow. What used to be centered around K-pop and dramas is now expanding into gaming, beauty, food, and even the Korean language.

This survey shows that Hallyu is no passing trend—it’s becoming a cultural asset that’s firmly taking root around the world. Long-lasting hits like ''Squid Game'' are setting the standard for what makes Korean content globally successful.

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