Korean formats expand across Asia and beyond, pursuing global audiences with cross-border collaboration.

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Netflix’s Physical: Asia, which premiered on October 28, brings eight Asian nations under a shared banner for a physical showdown. Led by UFC veteran Kim Dong-hyun, the Korean team competes alongside teams from the Philippines (home of boxing legend Manny Pacquiao), Australia (home of former UFC middleweight champion Robert Whittaker), and Japan (Japan’s all-time wins leader Yushin Okami) among others. From Physical: Asia to Just Makeup, networks are testing bold strategies aimed at drawing global audiences.

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At a press event, director Jang Ho-gi explained that the Korean competition would scale up to an eight-nation format, promising new feats not seen in Korea. Season 1 had helped Netflix Korea push the Korean entertainment frontier to global audiences, and now the format is expanding further to widen its impact. Besides Korea and Japan, cross-border projects such as MBN’s Korea-Japan King and MBC’s New Director Kim Yeon-kyung demonstrate how cross-national matchups are becoming a staple. These multi-country ventures aim to maximize storytelling and capture global viewers.

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Ma Dong-seok’s boxing reality show I Am Boxer on tvN is already signaling a global target, with Las Vegas’ MGM Grand Garden Arena named for the final showdown, expanding its stage. Produced for Disney+, the program is positioned to reach audiences beyond Korea, leveraging the star’s cross-border appeal. Other programs, including tvN’s Perfect Glow and Coupang Play’s Just Makeup, expand K-beauty storytelling to U.S. markets and beyond.

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Just Makeup and other Korean beauty-focused formats are driving global attention, with these programs finding audiences on Amazon Prime Video as well. Korean makeup artists and beauty YouTubers across the scene are contributing to the global appeal of K-beauty. Not merely flashy makeup, but transforming the process into art, with the show entering the Top 10 in seven countries including Singapore, the Philippines, Thailand, and Saudi Arabia. Netflix’s Squid Game and the cultural phenomenon around K-Pop Demon Hunters, among others, have shown the global appeal of Korean culture, underscoring the need for smart cross-pollination of themes.

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From beauty-centric programs to efforts spanning beyond Korea to global audiences, the industry is racing to maximize the growing interest. Continued innovation and strategic platform partnerships are shaping the next chapter of Korea’s global entertainment push.