Survey points to the rise of eastern culture in the digital consumption of brazilians

Oriental culture is already part of the daily lives of brazilians, conquering audiences of all ages and genres through their audiovisual productions. Phenomena such as k-dramas (south korean series) and dramas (japanese novels and series) have gained more and more space on digital platforms. Winnin, an artificial intelligence platform that identifies cultural trends based on video consumption, conducted an in-depth study of how this type of content has dominated conversations on social networks.

The global expansion of these productions is directly linked to the popularization of streaming platforms.In the last 12 months, about 50 Thousand videos related to the theme, which together added almost 12 Million views e 185 Thousand interactions, evidencing the strong engagement of the Brazilian public with this type of content.

The survey also shows that the hearing is mostly feminine, representing about 80% of total, with higher concentration in the age group of 18 To 25 years. among men, who make up the 20% remaining, most of the engagement comes from the range between 34 And 44 years.

In addition to the series, the oriental culture also influences other segments, such as gastronomy, fashion and lifestyle. Asian cuisine, especially Korean, appears among the most popular topics among consumers of this type of content.

Winnin's analysis also revealed regional differences in the way these themes are approached. In Brazil, for example, the focus is still on the repercussion and consumption of foreign content, since national production in this genre is incipient. However, the country plays a relevant role in the amplification of these productions in social networks. This scenario, however, begins to change, as some national players already move to develop melodramas inspired by the dramas, with an eye to the growing interest of the public.

Among the contents related to doramas e K-dramas, a South Korea stands out: 56.6% of videos e 60% of interactions they refer to Korean productions. Humor, in particular, has strong appeal among Brazilians 49,8% of views they are related to videos that treat dramas in a comedic or satirical way, reinforcing a national characteristic of transforming various subjects into humorous content.

“Na Winnin, we identified an excellent opportunity for brands to explore this rise of Korean culture, which has consolidated itself as a phenomenon among Brazilians. The public not only consumes, but resonates with enthusiasm and engagement in social networks & this represents a valuable chance for brands to enter these conversations”, says Gian Martinez, CEO and co-founder of Winnin.

The growth of interest in K-dramas, doramas e K-pop the success is so significant that one of the largest streaming platforms in the world announced an investment of US$2.5 billion in Korean productions by 2027, reinforcing the global strength of this market.