From streaming platforms to free-to-air broadcasters, KOCCA is looking to expand the presence of Korean dramas and entertainment formats in Italy while strengthening cooperation between the two countries.During MIA – Mercato Internazionale Audiovisivo (Rome, October 19–23, 2026), Formatbiz met with Stella Heesun Suh, Head of KOCCA Italy, to discuss the organisation’s strategy for the Italian market and its growing focus on the audiovisual industry.Since opening its Italian office in 2024, the Korea Creative Content Agency (KOCCA) has primarily focused on fashion and beauty, but is now expanding its activities into television and entertainment. Building on its cooperation with MIA and an agreement with Cinecittà, KOCCA aims to create new opportunities for Korean content in Italy, particularly beyond global streaming platforms.
In this exclusive interview, Suh discusses the appeal of K-dramas to Italian viewers, the importance of culturally shared themes and the potential for Korean series and entertainment formats to find a wider audience on traditional Italian broadcasters, including free-to-air television.
What are your plans for the Italian market?KOCCA established its Italy office in 2024. We started our activities by focusing on fashion and beauty, working closely with Pitti Immagine.
Italy is one of the world's leading countries in lifestyle industries, with globally renowned events such as Pitti Uomo. So, fashion and beauty remain our main priorities in the Italian market.
At the same time, since Korean dramas and entertainment shows are among the most popular areas of the Korean Wave today, we have also started expanding into the audiovisual sector.
This year, we took our first steps in this area through cooperation with MIA. Our MOU with Cinecittà, signed last year, also played an important role in building these connections.
Going forward, we hope to strengthen our partnerships with Italian industry players and create more opportunities for collaboration between Korea and Italy, both in lifestyle and audiovisual content.
Are there any specific titles you are looking to launch in Italy, and if so, which ones?
A Korean content is already reaching a wide audience in Italy, particularly through platforms like Netflix. We are closely observing which Korean titles resonate most with Italian viewers to better understand their tastes and preferences.
Last year, for example, When Life Gives You Tangerines and Bon Appétit, Your Majesty received a lot of attention. I believe their success comes from themes that Koreans and Italians can both relate to, such as family, love, emotions, and food, often combined with imaginative, almost fairy-tale-like storytelling.
I believe these kinds of stories will continue to appeal to Italian audiences. Of course, there are also globally successful titles like Squid Game, which attract viewers regardless of nationality or cultural background.
Our goal is to identify these opportunities and help more Korean content connect with Italian audiences.
K-content already has a strong and passionate fan base in Italy. Do you believe that Korean content can reach Italian audiences exclusively through streaming platforms such as Netflix, which already offers a wide range of Korean dramas and entertainment shows, or do you see opportunities for K-content on traditional broadcasters and other platforms as well?
It is true that Korean content first gained significant exposure in Italy through streaming platforms like Netflix. However, Korean content has also been broadcast on RAI, Italy’s public broadcaster.I believe there is great potential for Korean content beyond streaming platforms. Looking ahead, I hope to see more Korean dramas and entertainment programs reach Italian audiences through traditional broadcasters, including free-to-air television.
Our goal is to expand opportunities for Korean content across different platforms and make it more accessible to a wider Italian audience.
