The global success of Netflix's Squid Game wasn't an anomaly; it was a seismic event that confirmed a fundamental shift in the entertainment landscape. Overnight, its cast went from being stars in their home country to in-demand global sensations, gaining tens of millions of social media followers and unprecedented international opportunities. For industry executives, this moment crystallized a new reality: the next global superstar is just as likely to come from Seoul or Tokyo as they are from Hollywood.
In today's borderless streaming world, audiences are discovering and championing talent on their own terms, creating a powerful "globalization of talent" that can no longer be ignored. Understanding the drivers behind this phenomenon is no longer a niche interest—it's a strategic imperative for anyone involved in content creation, marketing, and distribution.
The Content-Talent Flywheel: A Symbiotic Relationship
At Parrot Analytics, we’ve found that talent demand and content demand are inextricably linked in a virtuous cycle. A breakout show or film elevates its stars, and those stars, in turn, drive audiences to their next projects, creating a powerful flywheel for monetization and franchise-building.
The Squid Game effect is the perfect case study. As the show’s global demand soared to become Netflix's biggest hit of all time, the demand for its cast, including established actors like Gong Yoo, skyrocketed in direct correlation. This isn't limited to a single show. The success of other South Korean series like Hellbound and All of Us Are Dead has similarly propelled their casts into the global spotlight, demonstrating a consistent pattern that can be tracked and leveraged.
This relationship is a core component of the attention economy. Fandom, at its heart, is a profitable business built on unbridled attention, whether it's buying season tickets to see Shohei Ohtani play or streaming a new BTS album to break records.
Mapping Global Fandom: Uncovering Non-Obvious Markets
While the Hallyu Wave is a powerful force, a deeper look at the data reveals nuances that are critical for strategic decision-making. Global talent demand is not monolithic; it varies significantly by region, providing a roadmap for targeted marketing and partnership opportunities.
Consider the world of K-Pop:
- BTS generates a level of demand that is truly in a class of its own, achieving "exceptional" demand levels (over 32x the average) in markets as diverse as the US, Brazil, India, and the Philippines. Our data shows their global pandemonium is comparable to Beatlemania, far outpacing even powerhouse Western groups like One Direction in terms of consistent, top-tier global reach.
- BLACKPINK presents an even more intriguing case. While their demand is strong in South Korea, it's even stronger in markets like Brazil and the United States. This counter-intuitive insight—that a group’s top markets may lie outside their home country—is invaluable for international tour planning, brand endorsements, and media buys.
Japanese Talent: A Cross-Generational Creative Powerhouse
The growth in Japanese talent demand shows a different but equally compelling pattern. While South Korea’s recent surge has been explosive, Japan’s creative influence has built steadily over decades, creating durable, cross-generational appeal.
Animator and director Hayao Miyazaki, for example, has more audience demand in the United States than many Oscar-winning American directors like David Fincher. His films, now accessible to a new generation on streaming platforms like HBO Max, have created a rare kind of affinity that few entertainment brands achieve.
This strength extends beyond the beloved world of anime, which continues to be one of Japan’s most in-demand cultural exports. World-class athletes like Naomi Osaka and Shohei Ohtani command massive global fanbases, driving broadcast ratings and securing lucrative brand partnerships with companies like Louis Vuitton and Nike. Our analysis shows Osaka’s demand is exceptionally strong in Japan, Jamaica, and Colombia, highlighting distinct markets where she holds unique influence compared to competitors like Serena Williams.
Strategic Implications for Entertainment Executives
The globalization of talent demand offers immense opportunities, but capitalizing on them requires a shift in strategy.
- Rethink Casting and Content Development: Incorporating South Korean talent and Japanese talent isn't just a diversity initiative; it's a proven strategy to attract a built-in global fanbase from day one. Look for rising stars whose demand is growing in underserved or priority markets.
- Leverage Data for Smarter Partnerships: Gut feelings are no longer enough. Use granular demand data to identify which talent resonates in specific target regions. This allows for more effective brand endorsements, localized marketing campaigns, and content acquisition decisions.
- Invest in the Flywheel: Recognize that investing in international content is a direct investment in creating the next generation of global stars. These personalities can then be leveraged to launch new franchises, cross-promote other content, and build deeper audience loyalty.
The New Global Standard
The lines between domestic and international entertainment are permanently blurred. The rise of South Korean talent and Japanese talent is not a fleeting trend but the new global standard. The platforms, studios, and brands that thrive in the next decade will be those that embrace this reality, using a data-driven approach to discover, cultivate, and partner with the creators and personalities capturing the world's attention.
Ready to harness the power of global talent demand?
- Download our Talent Demand whitepaper.
- Explore Parrot Analytics’ Talent Demand to measure and predict the value of over 1 million personalities worldwide.
- Reach out to our team for a demonstration of how our data can empower your strategic decisions.
