Studio dragon and the hallyu wave: Crash-Landing Korean dramas on Indian screens
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Date
2026
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Sage
Abstract
When Jang Kyung-ik was brought in to head Studio Dragon, he was already an experienced producer with expertise in producing Korean content that appealed to global audiences, such as the highly successful Train to Busan. However, Studio Dragon was in a crisis. The company’s production costs were higher than its profits. Also, its primary revenue was from overseas markets. With this in mind, Kyungik has been tasked to internationalize the studio and tap into other global markets such as India. Taking advantage of the “Hallyu Wave,” also known as the Korean Wave, which denotes the rising global popularity of Korean entertainment, Kyung-ik must assess the Indian market and evaluate whether or not it is a viable one.
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Kundu, K., Patra, S., & Kulkarni, A. (2026). Studio dragon and the hallyu wave: Crash-Landing Korean dramas on Indian screens. Sage Business Cases. Sage Publications Ltd. https://doi.org/10.4135/9798348830830