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Korea has long become a significant player in the global entertainment scene, but it has also recently emerged as a popular filming destination for overseas production teams.

From bustling city streets to iconic landmarks, foreign shows and films are increasingly choosing Korea as their backdrops — turning everyday places into globally recognized settings.

Last month, the Netflix original series "XO, Kitty" Season 2 drew quite a buzz upon its Jan. 16 release, dethroning the international sensation "Squid Game" Season 2 to claim the No. 1 spot on Netflix's global TV series rankings.

What's notable about the show is that the protagonist, Kitty, a Korean American high school student, navigates real, iconic spots in Korea. In the show, she and her friends frequent recognizable areas, including Seoul's hipster area Seongsu-dong, the Han River Park area and the bustling streets of Jongno District. The fictional school she attends, Korea International School of Seoul (KISS), was filmed on the Sangmyung University campus in Cheonan, South Chungcheong Province.

"XO, Kitty" Season 2 isn't the only recent drama from an American production team set in Korea. The second season of "The Recruit," released on Netflix on Jan. 30, also filmed most of its scenes in the country.

The action series follows protagonist Owen Hendricks (Noah Centineo) as he teams up with an agent from Korea for a secret mission. The production used major Seoul landmarks, including Lotte Tower in Songpa District, the streets of Gangnam District and even traditional markets to thrill audiences.

It also provides a platform for Korean actors to gain international recognition. In "The Recruit" Season 2, Korean German actor Teo Yoo stars as a Korean secret service agent alongside Kim Eui-sung and Kim Young-ah. Shin Do-Hyun also features as Hendricks' first love.

According to a 2023 report by the Seoul city government, 632 film and TV productions from around the world applied to shoot in the city in 2022, with 268 projects receiving subsidies. Among them, 11 were major international productions, including works from global streaming platforms, and by mid-2023, incentives had extended to 18 projects.

Behind-the-scenes architects

Behind foreign-produced dramas, Korean production service companies play a key role in bringing these shows to life, assisting international crews with location scouting, logistics and so much more.

Among them is Hwang Seon-kwon, head of production at Nine Tailed Fox. In an interview with The Korea Times on Wednesday, Hwang said that foreign teams are now identifying and suggesting Korean hot spots even before locals catch on.

"There is growing interest in Korea, and international teams are passionate about creating content with a distinctly Korean feel," Hwang said. "When selecting filming locations, they often request places that will resonate with audiences."

According to Hwang, as production teams become more familiar with Korea, their location preferences shift.

"Initially, they want to capture a stylized version of Korea — either its traditional aesthetic or a futuristic cityscape dominated by skyscrapers," he said. "But as they spend more time here, they start choosing locations that real Koreans frequent, particularly places popular among young people."

Hwang attributed the international film and TV industry's growing trust in Korea to two key factors — the success of Korean content and the country's well-developed filming infrastructure.

"Korea is now seen as a compelling setting for global productions," he said. "Previously, it was just an unfamiliar backdrop, but the success of films and series like 'Parasite' (2019), 'Minari' (2020) and 'Squid Game' has demonstrated the country's potential ... Then there's also strong production infrastructure and support systems reinforcing this perception."

Not enough support

Indeed, various support programs have been introduced to encourage filming in Korea, in line with growing interest.

The Korean Film Council currently offers a location incentive program that reimburses up to 25 percent of expenses for projects that film in Korea for at least five days and spend a minimum of 400 million won ($300,000) on production costs here.

Seoul supports international productions by offering various filming aids, such as aerial filming and road control, alongside promotional and marketing support and financial incentives for filming within the capital.

Other regional film commissions, including those in Daejeon, Jeonju and Busan, have also begun to provide rebates for productions that meet location and spending requirements.

However, Hwang said Korea's incentives lag behind those of competing countries eager to attract foreign productions.

"Korea offers about a 25 percent reimbursement on domestic spending, but neighboring countries like Japan and Thailand provide significantly higher support," he said.

Japan, for example, introduced a program in March last year that offers reimbursement of up to 50 percent of qualifying expenditures for certain TV and streaming projects, with a cap of 1 billion yen ($6.66 million) per disbursement.

"Financial incentives are the most important factor in attracting production teams. The first thing foreign teams ask about is available rebates," Hwang said. "But in Korea, with a cap on funding, too, it's challenging to attract large-scale projects."

While Korea continues to enjoy international attention and the Hallyu wave remains strong, Hwang warned that without a sustainable support system, the country could lose its competitive edge.

"Culture is a trend. We are receiving inquiries and seeing script development happening, but if Korea fails to strengthen its support infrastructure, this wave of interest could simply pass us by.“

By Pyo Kyung-min

TheKoreaTimes(Click)