Markets

At MIPLondon, the panel The Rise of K-Drama in Europe, moderated by Jinhee Lee (Marketing Manager, CJ ENM), brought together Diane Min, Head of Europe Sales at CJ ENM, and Claire Takami Siljedahl, Development Producer at Fifth Season, to discuss the growing demand for Korean scripted content across Europe and the increasing potential for local adaptations. Among the titles presented during the panel: the romantic series Lovely Runner, The Legend of Kitchen Soldiers and Eve, that will be adapted in the US.

The discussion highlighted a key evolution: Korean drama is no longer simply an imported phenomenon but is becoming a source of IP for local-language remakes and long-term co-development strategies.
Over the past few years, the international success of Korean series on global platforms has significantly increased interest among European producers. 
Many European producers are eager to adapt Korean titles but often face practical barriers, particularly in identifying the right partners and navigating the acquisition process. Industry initiatives and targeted networking events are therefore playing a crucial role in building bridges between Korean rights holders and European production companies.
The panel emphasized that the next phase of the Korean wave in Europe will depend less on finished-program sales and more on structured collaboration and format development.
One of the central themes of the discussion was the importance of cultural localization.

Korean storytelling often reflects social values and tonal conventions that differ from those typical of European drama. In particular, panelists noted that Korean content can be more conservative in its treatment of relationships, family dynamics and social behavior than many European series.

For this reason, successful adaptation requires careful recalibration. Elements such as character background, professional roles, narrative tone and social context may need to be adjusted to align with local audience expectations.