Twitter announced ‘#BeyondKpop: Globalization of K-culture from Music to Drama, Webtoon, Movie and beyond’, at MU: CON 2021

  • Big Data Analysis of Tweets from July 2018 to June 2021 Reveals Top 20 Most Mentioned Korean Dramas, Webtoons and Movies on Twitter for the First Time
  • K-content fans come to Twitter to celebrate their favorites and engage in global conversations
  • “Parasite”, “Kingdom”, “True Beauty” were ranked among the most mentioned K content on Twitter around the world

SEOUL, SOUTH KOREA – Media OutReach – October 1, 2021 – Speaking at MU: CON 2021, YeonJeong Kim, Head of Global K-pop and K-content Partnerships at Twitter, presented big data information with the theme of ‘#BeyondKpop: Globalization of K-Culture from Music to Drama, Webtoon, Movie and Beyond’, and Top 20 Most Tweeted K Content. Twitter has been at the center of global conversations on the K-pop music scene, and YeonJeong’s new announcement reflects Twitter’s effect on the global delivery of various K-content like popular Korean dramas, webtoons and movies as well as the K-pop music.

Image Description: #BeyondKPOP Twitter announcement at MU: CON 2021

The data aggregation results were driven by Twitter and the company VAIV through large text mining techniques that analyzed global English Tweets from July 2018 to June 2021.

Most Mentioned K-Dramas Show Clear K-Pop Connection

Image Description: Top 20 Most Mentioned K-Dramas On Twitter Around The World

For many K-pop fans, K-dramas were the next type of K-content they tried after falling in love with K-pop, and the most popular K-dramas reflect that preference.

The top four most mentioned K-dramas in the world have been ranked as follows: Kingdom to number one, Itaewon class (based on the original webtoon) at number two, Real beauty at number three, and Vincenzo at number four. Real beauty and Vincenzo both include roles for K-pop stars, with Cha Eun-woo (a member of the K-pop boy group ASTRO) appearing in Real beauty, and Ok Taec-yeon (member of the K-pop male group 2PM) with Vincenzo.

Twitter analysis of the word cloud for Tweets mentioning Itaewon class confirmed that numerous Tweets on Itaewon class mentioned the OST song “Sweet Night” by V, a member of the K-pop boy group BTS. The word cloud also connected Itaewon class to 11 other fictions during the first half of 2021. This shows that the interest in Itaewon class led fans to other K-dramas, making Itaewon class a critical influence for K content and increasingly interested new fans.

Most Mentioned Webtoons Show Increased Interest in Webtoons with Associated K-dramas

Image Description: Top 20 Most Mentioned K-Webtoons On Twitter Around The World

With K-pop music reaching unprecedented heights and the popularity of K-dramas increasing as a result, there is also growing interest in the original K-webtoons, especially in webtoons that have been turned into K-dramas.

Most of the most mentioned webtoons have been turned into K-dramas. Real beauty, which placed third in Most Mentioned K-Dramas on Twitter, placed first in Most Mentioned K-webtoons on Twitter. Sweet home, which was made into a Netflix Original Series, placed second in Most Mentioned K-webtoons. Itaewon class, which placed fourth, was later turned into a K drama, while Navillera (Sixth) was not only later turned into a K-drama, but also benefited from BTS member V recommending the drama over a fan cafe.

Most Cited Movies Show Impact of Korea’s Top Directors

Image Description: Top 20 Most Mentioned K-Movies On Twitter Around The World

Only three directors represented 9 of the top 20 most mentioned K movies on Twitter.

Parasite, directed by Bong Joon-ho, was the most mentioned K movie on Twitter, but Bong’s other movies, Snowdrops, Okja, Mother, and The host, all were in the top 20. Directors Park Chan-wook and Yeon Sang-ho also represented two K films each, with Old boy and The thirst, and Peninsula and Train to Busan, respectively.

Twitter analysis of Tweets related to Bong Joon-ho showed keywords related to Parasite (which won four Oscars in 2020), Mother, and Snowdrops respectively, as well as works by other prominent directors Park Chan-wook and Lee Chang-dong. Twitter analysis shows that interest in Bong Joon-ho has helped spark general interest in K-movies.

K-content will continue to grow

Yeon-jeong Kim, Head of Global K-pop and K-content Partnerships at Twitter, said, “Twitter has proven that K-pop, along with many other fandoms, thrive on Twitter’s characteristics: live, public and conversational. People consume K content through a variety of channels, but at the end of the day, conversations happen on Twitter. K content has unlimited potential as the fandom culture that started with K-pop took an interest in other forms of Korean content, which led to the spread of the culture. Twitter will be fully dedicated to supporting the globalization of K content and the fandom it strengthens.

MU: CON 2021 celebrated the 10th anniversary of Asia’s largest global music market event hosted by the Ministry of Culture, Sports and Tourism and the Korea Creative Content Agency, aiming to help Korean musicians to advance in the world market. In addition to Twitter, the MU: CON 2021 conference included speeches from Harvard Business School Professor Anita Elberse, Billboard columnist Jeff Benjamin and singer-songwriter Jenna Andrews (songwriter for BTS ‘Butter’) , as well as other famous personalities from Korea and the rest of the world.

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