South Korean content has taken the world by storm, beginning with ‘Squid Game’ in 2021, Netflix’s top non-English show. Following this, ‘Physical: 100′ and ‘The Glory’ have smashed viewing records, earning global acclaim. In response, Netflix CEO Ted Sarandos announced a $2.5 billion investment in the genre, with 60% of viewers having explored these offerings. This year, a lineup of sequels to these globally beloved hits is set. ChosunBiz delves into the creative minds behind these phenomena, offering an insider’s look at the magic of K-content. [Editor’s Note]
Couples or singles. Heaven or hell. A world divided into binaries has become a reality. This is the story of ‘Single’s Inferno.’ Set on a deserted ‘hell island,’ this reality dating program, which challenges participants to pair up to escape, debuted on Netflix in December 2021.
It swiftly climbed to 4th place in the global TV show rankings and claimed the top spot in nine countries, such as Hong Kong, Japan, Singapore, Taiwan, Thailand, Vietnam, and Saudi Arabia. While the West has ‘Too Hot,’ a show where contestants in swimwear share a bed and vie for a cash prize, under an adult rating, South Korea’s Single’s Inferno has risen to become a leading dating program in Asia.
Unlike Too Hot, where competition revolves around sexual allure, Single’s Inferno focuses on the heartfelt love stories of young Korean singles seeking companionship. “I really had no idea that Korea’s distinctive and wholesome love stories would have such global appeal,” Kim Jae-won, the producer of Single’s Inferno, remarked in an Apr. 1 interview with ChosunBiz.
Single’s Inferno has continued its successful run, securing the 4th spot in the global TV show category with its second season and maintaining that rank with Season 3 in December 2023. Netflix CEO Ted Sarandos also expressed anticipation during his visit to Korea last year, saying, “I really enjoyed Single’s Inferno and am very much looking forward to the upcoming Season 3.”
Kim, who previously worked as a broadcast station PD, co-founded Shijak Company in February 2022 to craft a broader array of content. He was drawn to the theme of love because “despite the consistent format and using no script, the unique cast each season brings new and captivating emotions and narratives,” and he considers “dating programs to be the quintessential form of reality shows.”
Currently, Kim is in the process of preparing for Season 4 of Single’s Inferno. He intends to adhere to the established pattern of filming during the summer and releasing the series in the winter. Presently, he is engrossed in the casting process.
The genre of Korean dating programs is unfamiliar abroad. How did it come to be produced as a Netflix original?
“Netflix Korea didn’t ask us to target the entire world. Instead, they wanted content that would fascinate Korean viewers. Unlike dramas or movies, variety shows are a more localized genre, so aiming for global appeal is challenging. Back in 2021, dating shows weren’t a big deal as they are now in Korea, so we’d mainly catch on to the locals. But we were really surprised that such a localized genre was welcomed so warmly overseas.”
Why do you think Single’s Inferno became popular without spicy content that other shows bank on?
“Let’s break it down. Viewers in Asia, who share cultures and dating practices similar to Korea’s, seemed particularly drawn to the dating genre. It might also be due to the K-content boom in other regions, including the West. ‘Single’s Inferno’ might be a reality show, but it’s got that classic K-drama romance vibe, like those beloved romantic comedies that play out like real-life stories of young Koreans. Additionally, there might have been an influx of viewers tired of the fast-paced, bed-sharing drama of shows like ‘Too Hot’ or ‘Love Island.’ They found our more tender, slow-building connections a breath of fresh air, making ‘Single’s Inferno’ stand out globally. It seems a classic dating program has become a blue ocean in the global market.”
Korean dating is all about the slow burn, but international audiences often crave more speed. How do you reconcile that?
“These days, even Korean viewers are getting a bit impatient with the old ways, sending anonymous love notes, playing the guessing game at dinner about who likes who. It can get old fast. Even in our real life, things tend to wrap up pretty quickly, right? We’re trying to bring that more natural pace to our shows. However, we can’t follow the pace of the Western romance shows.”
CEO Sarandos seemed excited about Season 3 last year.
“Sarandos seems quite supportive. The sense of expectation and active support is palpable. Korean dramas and movies are already thriving, serving as a strong foundation and bringing hope to variety shows. Perhaps it’s about increasing accessibility so that people don’t just come to Netflix to watch a specific drama or movie but can also casually drop in more frequently. That may be why Sarandos mentioned our program.”
You aim for a mix of thrills and fun in Season 4. What’s the key to achieving that?
“The most important thing is casting, of course, as it’s where all the excitement and fun come from. Without a script, it’s all about the cast’s real personalities to drive the story forward. We’re always looking for fresh faces that can bring something new to the table, which is crucial for keeping things interesting. We’ve already scouted all the usual suspects in previous seasons, so now it’s down to street-level scouting to find those new talents.”
What’s your casting strategy?
“We keep an eye on how they express themselves. After all, they’re the ones who’ll carry the show. A person’s way of expressing their thoughts, their tone, ambiance, composure, and the look in their eyes are all part of their charm and personality. Tone can be acted on, but it’s tough to fake that authenticity, so we have lots of chats to see who has that spark.”
How’s Season 4 prepared so far?
“Casting is underway, and we’re also working on the structure. We’re trying to reduce the age gap between male and female participants, which was pointed out in previous seasons. The filming is scheduled for about nine days this summer, and it’s expected to be released on Netflix around winter.”
Are you confident about the success of Season 4?
“Our aim isn’t ‘record-breaking success.’ We prefer it. We’d like the show to be successful enough to guarantee another season. If a season is too successful, it raises the bar too high, making the next season burdensome. We hope to provide enough enjoyment to satisfy viewers while maintaining a series that can continue steadily.”
