Netflix Aims to Reel in Hallyu Fans with "Lovely Runner", "Wonderland", "Mission Cross"

Netflix picks up the already-hit K-drama Lovely Runner, and K-movies Wonderland and Mission Cross.

On July 15, Netflix announced through its official K-content account that the drama Lovely Runner will be released on August 1.

On Netflix's social media, stills featuring Byeon Woo Seok and Kim Hye Yoon have also been posted. 

Initially, Lovely Runner had its global release on Rakuten Viki, where it gained considerable traction. It was reported that the tvN drama "ranked No. 1 in viewership in 133 regions including the United States, Canada, France, Germany, Italy, Brazil, Mexico" in its premiere week. On May 23, Soompi reported Lovely Runner "placed No. 1 in viewership in a total of 130 regions on its sixth week of broadcast. In particular, the drama ranked No. 1 for six consecutive weeks in 109 countries including the United States, Canada, the United Kingdom, France, Brazil, Mexico, and more." 

Ever since the boom of K-content, international OTTs — Netflix, Disney+, Rakuten Viki, Prime Video, and Paramount+ — have been in a tug of war to get the best K-dramas on their platforms. 

Among these, Netflix has bought a significant share of the most popular shows. However, it missed out on Lovely Runner. The K-drama enjoyed immense popularity after its release, seeing which Netflix shared clips of Byeon Woo Seok and Kim Hye Yoon from their previous K-dramas, for which they have distribution rights. Netizens called out the global OTT for not picking up the K-drama when it had the chance. Even Rakuten Viki hopped on the ride when it replied to a commentator under Netflix's post, featuring Byeon Woo Seok, on X. 

In its effort to profit off of K-content, Netflix is also set to air the K-movie Wonderland, featuring Tang Wei, Bae Suzy, Choi Woo Shik, Park Bo Gum, and Jung Yu Mi, on July 26. 

Despite its star-studded cast, Wonderland failed to gain audience support after its release in domestic theatres. It has attracted approximately 625,043 moviegoers as of July 15.  It remains to be seen whether the K-movie can rise to secure a spot on Netflix's Global Top 10 list.

Another K-movie that will also be gracing the OTT giant is Hwang Jung Min and Yeom Jung Ah's action comedy Mission Cross. Earlier this month, Netflix posted a video featuring the lead actors, who announced the movie will be released on the platform in August.  The date is yet to be announced.