When they say they are a K-drama fan, but their first drama is Squid Game: What is an authentic K-drama?

Abstract

This article investigates the evolving definition of the term ‘K-drama’ and its authenticity. Using a case study of the Netflix series Squid Game, I examine fan discourse surrounding the series and the extent to which it fits within the traditional K-drama framework. By analysing performative commentaries from TikTok users, as well as non-users who encounter TikTok content on other social media platforms, I aim to understand how audience engagement and platform-specific features contribute to the redefinition of K-drama. Additionally, this article discusses the broader implications of the ways in which platforms like TikTok shape the visibility and understanding of K-dramas among global audiences. Viewers’ attempts to (over-) analyse the drama through the lens of Korean culture connect this debate with orientalism, cultural essentialism and gatekeeping from Korean popular culture enthusiasts.