Beyond Entertainment: How APAC Films and Series Ignited 9 Culture-Piercing Moments

When a CrossFit athlete beat 99 other contestants to win survival game show Physical: 100, Google searches for “CrossFit” reached historic highs in Korea, Japan, and the Philippines, underscoring how products, brands or actors can surge in popularity because of their association with Netflix.

A new study conducted by brand consultancy Synthesis reveals nine significant moments where films and series pierced through the cultural fabric, influencing trends, inspiring action, and leaving an indelible mark on audiences across Asia-Pacific.

“Great stories have the power to shape culture and inspire trends. Across Asia Pacific this year we've seen the impact of Netflix titles going beyond the screen, to spark conversations and share new perspectives. This report is a snapshot of the stories that have become cultural touchstones this year, and we're proud to continue fostering diverse voices and reflecting local culture in our content,” said Minyoung Kim, Vice President of Content for Asia (ex-India).

Here's a high-level look at five of the cultural moments.

Netflix revs up interest in sports in APAC

Following the launch of Surviving Summer Season 2, Google searches for “surf lessons” surged by 52% in Australia, with many girls inspired to pick up the board by lead character Summer. In Asia Pacific, the release of Physical: 100 saw a remarkable spike in interest for “CrossFit,” reaching its highest-ever levels in Korea, Japan, and the Philippines.

Netflix is becoming the home for a growing anime fanbase in APAC

A 2023 Japanese fan survey with 130,000 votes revealed that seven out of the top ten most beloved anime titles are available on Netflix. The popularity of anime has also shot up outside of Japan, with the number of posts on X (Twitter) mentioning anime and Netflix going up since last year—the growth in Singapore was 460% while it’s a 150% increase in Vietnam.

Strong female leads spark conversations on social issues

The Glory, which focuses on bullying, and Wave Makers, with a plot on workplace harassment, inspired conversations across their local countries. In Korea, The Glory prompted over 15,000 Naver posts on bullying, leading to a surge in #MeToo stories and petitions for change. In Taiwan, Wave Makers reflected people's willingness to share their stories of harassment, shedding light on deep-rooted issues in entertainment, politics, and media.

Rising interest in investigative journalism

Against a backdrop of declining news consumption and waning trust in media organizations, Scoop has emerged as a beacon of change. The series reignited interest in investigative journalism, leading to an unprecedented surge in search interest for journalism as a career in India.

SEA content inspires local pride amid international spotlight

Hunger and Cigarette Girl have won critical and popular acclaim outside of Thailand and Indonesia respectively for their authentic portrayal of narratives seldom depicted on screen, ranging from dark histories and politics to realistic depictions of society. Search interest for the original book and author of Cigarette Girl increased by over 300% when the series launched, while Hunger also drove the appetite for more Thai content—global search interest for “Thai movies” not only peaked when the film launched in April but also increased by more than 150% from the same time last year.

Utilizing data from January 1 to November 30, 2023, the research is based on Netflix Weekly Top 10 lists and millions of fan conversations and searches. Download the full report here.