Netflix launches K-drama immersive experiences in Brazil

Netflix has launched the ‘Estação Dramalândia’ immersive experience in Belém, Maceió, and São Luís to celebrate a decade of global South Korean content. The activation, running from September 10 to 20, offers free entry to themed environments inspired by popular K-dramas, photo booths, and exclusive merchandise.

The decision to host these events in the North and Northeast regions of Brazil follows internal data showing that Pará, Maranhão, and Alagoas have the highest proportional viewership of K-dramas in the country. A survey conducted by Netflix and Toluna indicated that 60% of respondents have watched at least one K-drama, with 30% of Korean content consumers watching daily.

In addition to the physical installations, Netflix is running a national contest allowing fans across Brazil to compete for a trip to Seoul. The platform noted that South Korea remains a dominant force on its service, ranking as the third most successful country for Top 10 weekly titles behind the United States and Brazil.