"Squid Game": Pleasure and Consumption of Korean Drama by Young Saudi Audiences
Abstract
This study investigates why the Squid Game TV show is so successful among young Saudis across cultural divides. It explores the engagement of young Saudi audiences with the show and the range of enjoyment they derive from it, via a mixed-methodology consisting of two stages: a preliminary survey and comprehensive focus group sessions. The data is gathered via a preliminary online survey (N = 50) involving Saudi youths aged 18 to 21, and from a focus group of 23 Saudi participants aged 18 to 30, all of whom are viewers of Squid Game. The findings demonstrate that three factors promote the success of Squid Game among Saudi youths: first, the storyline; second, the fact that the COVID-19 pandemic turned young Saudi viewers into “binge-watching” viewers, and finally, the word-of-mouth marketing strategy employed by the show’s broadcaster, Netflix, which inspired the engagement of Saudi youths with the show. The study also explores the nature of their pleasure, including intense emotions, and deep engagement experienced by viewers of Squid Game, since emotional engagement is a key driver of engagement.
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DOI: http://dx.doi.org/10.17951/ms.2024.8.69-89
Date of publication: 2025-01-27 13:06:22
Date of submission: 2024-08-07 06:27:33
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