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Korean Variety Format Exports — Running Man · The Masked Singer · Global Licensing · Co-Production Models
1) Introduction — From Local Entertainment to Global IP
The 2010s marked a turning point in Korean entertainment: reality and variety formats became exportable intellectual property. Programs like Running Man and The Masked Singer evolved into cultural blueprints — adaptable across borders, yet unmistakably Korean in spirit. This evolution represents Korea’s new frontier: format diplomacy.
2) Format Ownership and Licensing Model
Korean broadcasters like SBS, MBC, and CJ ENM shifted from pure content production to format licensing, enabling global adaptations under their creative IP. Rather than selling finished episodes, they export narrative systems — the show’s *rules, tone, and structure* — which can be localized for any market.
- Running Man: Licensed to China, Vietnam, and Indonesia with localized casts.
- The Masked Singer: Reimagined in over 50 countries, including the U.S. and France.
- I Can See Your Voice: Adapted across Europe with universal audience appeal.
3) Cultural Adaptation & Global Reception
Cultural success lies not just in translation, but in adaptation of emotion. The essence of humor, competition, and surprise was modified per region — balancing local language, celebrity culture, and production tone. This sensitivity became a hallmark of Korean export professionalism.
| Country | Adapted Show | Localization Strategy |
|---|---|---|
| United States | The Masked Singer (FOX) | Celebrity-driven mystery; high production value; music competition tone |
| Thailand | Running Man Thailand | Regional humor, pop culture references, bright visuals |
| France | I Can See Your Voice France | Localization via linguistic comedy and musical parody |
4) Co-Production Models & Global Partnerships
Korean agencies now engage in co-production frameworks with international studios, allowing creative oversight while sharing investment risk. This model enhances both cultural authenticity and market scalability. It also ensures Korean teams maintain creative direction during localization.
5) IP Expansion Strategy — Beyond Broadcasting
Variety formats have become multimedia ecosystems — extending into OTT platforms, live tours, and merchandise. Shows like The Masked Singer now generate revenue through brand licensing, digital engagement, and fan events. This marks a shift from “program sales” to intellectual ecosystems.
- Digital Spin-offs: YouTube highlight channels and global fan challenges.
- Merchandising: Character masks, collectibles, and concert tie-ins.
- OTT Collaborations: Netflix co-productions and streaming distribution deals.
6) Industry Data — Format Export Performance
Korean format exports grew 300% between 2015–2024 (KOCCA data), with the U.S., Thailand, and France as top markets. This expansion contributes not only to entertainment revenue but also to Korea’s soft power strategy — a blend of culture and commerce.
7) Legacy — The Global Language of Fun
The success of Korean variety exports proves that humor, emotion, and rhythm
are universal languages.
By balancing creativity with adaptability, Korean producers turned entertainment
into a diplomatic tool — building bridges through shared laughter.
→ Continue reading: Global Remakes & Local Adaptations Series
