Netflix launches K-drama themed pop-up spaces in Brazil

Netflix has launched ‘Estação Dramalândia’, a series of free pop-up spaces designed to replicate South Korean settings from popular K-dramas. The installations, which include photo opportunities and branded giveaways, are located in the Brazilian capital cities of Maceió, São Luís, and Belém.

The selection of these specific cities is based on Netflix data showing that the states of Alagoas, Maranhão, and Pará have the highest proportional viewership of K-dramas on the platform. The initiative celebrates ten years of South Korean productions on the service.

South Korean content maintains a strong presence in Brazil, frequently appearing in the Netflix Top 10. In 2025, Korean titles were featured in the Brazilian Top 10 for 49 out of 52 weeks. To engage fans nationwide, Netflix is also running a promotion where three winners and companions can travel to Seoul.