"Squid Game": Pleasure and Consumption of Korean Drama by Young Saudi Audiences
"Squid Game": Pleasure and Consumption of Korean Drama by Young Saudi Audiences

Summary/Abstract: This study investigates why the Squid Game TV show is so successful among young Saudisacross cultural divides. It explores the engagement of young Saudi audiences with the show and therange of enjoyment they derive from it, via a mixed-methodology consisting of two stages: a preliminarysurvey 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 aged18 to 30, all of whom are viewers of Squid Game. The findings demonstrate that three factors promotethe success of Squid Game among Saudi youths: first, the storyline; second, the fact that the COVID-19pandemic turned young Saudi viewers into “binge-watching” viewers, and finally, the word-of-mouthmarketing strategy employed by the show’s broadcaster, Netflix, which inspired the engagement ofSaudi youths with the show. The study also explores the nature of their pleasure, including intenseemotions, and deep engagement experienced by viewers of Squid Game, since emotional engagementis a key driver of engagement.

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