The Korean wave is officially entering a new era in the European market, transitioning from a booming export business of finished tapes to a sophisticated landscape of local adaptations and original co-productions. This strategic pivot was the focal point of «The Rise of K-Drama in Europe» showcase, presented yesterday by CJ ENM and Fifth Season at the Turing Theatre. Moderated by CJ ENM Marketing Manager Jinhee Lee, the session detailed the complex mechanics of translating global phenomena into localized hits.
A major focus of the discussion was the ongoing UK adaptation of the Korean hit Eve, currently in development by Fifth Season. Claire Takami Siljedahl, Development Producer at Fifth Season, noted that Korean content often carries more conservative cultural and historical aspects compared to European dramas. Directly translating these elements to a UK audience without careful localization risks alienating viewers. Navigating these cultural nuances requires an intricate balance between protecting the core identity of the original IP and giving the new version room to breathe.
Diane Min, Head of Europe Sales for CJ ENM, emphasized that successful adaptation relies on empowering local producers. Once a partnership is established, CJ ENM places absolute trust in local entities like Fifth Season to drive the creative vision for their specific market. However, the original Korean creators remain deeply involved in the process. Any significant alterations—from character backgrounds to specific plot points or professions—are discussed daily to ensure the original vision is respected while the necessary localized changes are approved.
Siljedahl praised the transparency of the process, specifically highlighting the collaborative environment fostered by Studio Dragon and CJ ENM‘s LA team. She acknowledged that while the Korean, UK, and US markets all operate differently, the ongoing cross-education between the teams has been incredibly generous. This transparency is crucial, as Siljedahl pointed out a lingering bottleneck in the industry: while UK and European producers are eager to tap into K-dramas, many simply do not know how to bridge the gap and contact the right right-holders in Korea to initiate adaptations.
To solve this, both companies stressed the importance of industry matchmaking initiatives, such as KOCCA‘s «Series On Board» events, which are actively creating the necessary bridges for international collaboration. But the ambition extends far beyond formatting existing catalogs. Min pointed to recent global successes like Netflix’s XO, Kitty and CBBC’s Gangnam Project—a K-pop drama shot predominantly in Korea—as proof that the market is hungry for diverse, cross-cultural storytelling. Fifth Season is already leaning into this next phase, with Siljedahl confirming that the company is secretly developing several original ideas alongside CJ ENM that will either shoot in Korea or feature significant Korean elements, cementing a long-term production pipeline between the two territories.
