Game
What do BTS, Squid Game, and anime series like Demon Slayer have in common? Although they come from different parts of the world, each has captivated a worldwide audience. These entertainment phenomena show how globalization has transformed the industry. Culture that once took years to cross borders can now go viral in a matter of hours. In fact, technological innovation has played a major role in this shift. Platforms like YouTube, Netflix, TikTok, and Spotify allow creators from any corner of the world to reach millions instantly. For example, BTS’s “Dynamite” surpassed 100 million views within 24 hours of release, most of them from outside South Korea (Lee). Not long ago, cultural exchange relied on film festivals, word of mouth, or physical CDs. Today, those barriers are gone. With a few clicks, global audiences can access a flood of cultural content.
But in this thrilling exchange of entertainment, a deeper challenge arises: How do we ensure that culture is preserved and nurtured, not lost, amid global consumption?
Globalization in entertainment is more than just content reaching international screens. This rapid sharing has created powerful global moments. When Squid Game launched on Netflix, it was watched in over 90 countries. People who didn’t speak a word of Korean suddenly recognized “Red Light, Green Light.” These shared experiences connect us emotionally across borders, much like the Olympics do. It reshapes the values, stories, and even identities embedded in media to appeal to mass audiences. Yet, emotional connection alone is not the same as cultural understanding, and that’s where deeper awareness becomes crucial. Globalization in entertainment raises the risk of cultural homogeneity as much as it brings incredible visibility and influence.
Cultural homogeneity occurs when distinct traditions and identities are gradually replaced or blended into a single, dominant culture. If entertainment is becoming our most shared language, then we must ask: How can we use it to protect and develop the richness of diverse cultures?
At its best, globalized entertainment encourages curiosity. International fans of K-dramas often begin learning Korean. Anime lovers dive into Japanese culture, food, or language. Entertainment becomes a gateway to deeper exploration. According to the Korea Tourism Organization, tourist visits to Korea rose by 76% from 2014 to 2019, largely due to the global popularity of K-pop and K-dramas. Fashion, skincare, and cuisine have thrived alongside cultural exports. This soft power drives economic and political influence while broadening cultural curiosity worldwide.
But even as curiosity about new cultures spreads globally, the risk of misinterpretation grows. Many viewers assumed that the games in Squid Game were a regular part of Korean childhood, when in fact, several are unfamiliar even to younger Koreans today. Designed for dramatic impact, the show wasn’t meant to be a cultural documentary. Yet its success created a sense of false familiarity. Watching a show doesn’t always equate to true cultural literacy.
More concerning, global popularity can erode tradition from within and lead to cultural homogenization. In the race to appeal to international markets, cultures may neglect or abandon their heritage. In Korea, many young people today don’t recognize traditional instruments like the gayageum or daegeum, which were once essential to Korean music. These traditions aren’t disappearing because of foreign influence but they’re fading because they’re no longer taught, promoted, or financially supported. Ironically, while globalization spreads culture, it can also accelerate its internal erosion through homogenizing forces.
Language shows this tension clearly. To reach broader audiences, many K-pop songs are now written primarily in English. Groups like BLACKPINK sound globally polished, but sometimes at the cost of sounding uniquely Korean. While accessibility is important, we must ask: Should artists abandon cultural specificity to gain international appeal? Can rhythm, melody, and language carry the weight of a culture’s identity, or are they being flattened in translation for the sake of homogenized consumption?
The good news is that culture doesn’t need to be sacrificed to succeed. Films like Minari, which told an immigrant family’s story in Korean and English, earned international acclaim without compromising authenticity. BTS has performed in traditional hanbok and incorporated Korean instruments into their music. These are reminders that audiences respond not only to what’s familiar, but also to what’s honest and rooted in identity.
To protect and develop this cultural richness in the globalization of entertainment, deliberate actions are necessary. First, supporting authentic, culturally grounded content is essential. This means investing in creators who embrace and reflect their heritage, whether through traditional clothing like hanbok in performances or the inclusion of cultural language such as Hangeul in lyrics and visuals. When artists are encouraged to weave their identity into their work, rather than dilute it for international appeal, the result is content that resonates more deeply and remains rooted in cultural authenticity.
Second, promoting deeper audience engagement can build meaningful understanding. Beyond passive consumption, viewers should be encouraged to explore the cultural context behind the content they enjoy. This might include supplementary materials, behind-the-scenes videos, or interviews where artists discuss their creative choices. For instance, Studio Ghibli, a world-famous Japanese animation studio, often includes detailed director’s commentary and companion books that explain the folklore and philosophy behind films like Spirited Away or Princess Mononoke. These resources help international audiences understand the deeper meanings embedded in the art. When audiences engage actively, entertainment becomes an entry point to a new culture, shifting the experience from consumption to a meaningful cultural connection.
Third, platforms are responsible for elevating diverse voices, especially those from underrepresented cultures. Highlighting the marginalized stories can help to preserve cultural heritage and change homogeneous storytelling trends. Inclusive global media environments have the potential to open multiple perspectives that reach international audiences. For example, the K-drama Extraordinary Attorney Woo introduced global viewers to the story of a young autistic lawyer navigating life in South Korea. Its success not only spotlighted neurodivergent representations but also addressed the topic of autism and disability in international conversations.
Finally, integrating cultural education into global exposure can deepen appreciation and respect. Schools, communities, and media can collaborate to provide accessible education about different cultures, connected to popular entertainment. This helps counter stereotypes, dispels misconceptions, and promotes a nuanced understanding of cultural identities worldwide.
In this way, globalization doesn’t always have to lead to cultural homogeneity. Globalized entertainment can be a powerful way to amplify stories, traditions, and perspectives that might otherwise remain unheard. Entertainment is more than a product to be exported. It is a vessel for preserving language, values, and collective memory.
The globalization of entertainment brings both opportunity and responsibility. It has connected people, stimulated curiosity, and elevated new voices. Yet without conscious effort, it also risks distorting or erasing the very cultures it seeks to share. What’s needed now is not to resist globalization, but to shape it with intention and respect for different cultures. If we approach entertainment not just as consumers but as cultural stewards, we can ensure that what connects us also helps us understand and honor what makes us unique.
By: Janice Kim Lee
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