iWorld
Global appetite for K-content surges as TV commissions slump
MUMBAI: Audiences worldwide are consuming more South Korean content than ever, but the number of new TV commissions is shrinking, according to research from Ampere Analysis.
The share of international viewers who say they watch Korean series or films “sometimes” or “very often” rose from 22 per cent in early 2020 to 35 per cent in the first quarter of 2025. The supply of K-content on global streaming platforms grew 55 per cent between 2021 and 2024.
Yet commissions are falling fast. Ampere reports that overall South Korean TV commissions dropped 20 per cent between the first halves of 2023 and 2025. Global streamers slashed their orders by 43 per cent, while local players cut back 20 per cent as they struggle with rising production costs. Scripted projects—the crown jewel of Korea’s global success—took the biggest hit, with commissions down 39 per cent.
Netflix is the outlier. It has kept commissioning volumes steady and accounts for 88 per cent of global SVoD announcements in South Korea this year. But even it has shifted emphasis from scripted to unscripted originals, part of a broader industry pivot towards acquisitions and cheaper formats.
“Despite continued demand for K-content, TV show commissions from local and global players have declined,” said Mariana Enriquez Denton Bustinza, analyst at Ampere. “This leaves the export market open for South Korean commissioners, especially as Netflix considers introducing caps on actors’ fees.”
For Korea’s content makers, the paradox is clear: global demand is booming, but the economics of production and shifting streamer strategies risk leaving fewer shows for audiences hungry for more.
e-commerce
ITC Sunfeast, Zepto host mango-themed experiential ‘Paglu Party’
Event blends Alphonso desserts, DIY sessions and interactive formats
MUMBAI: When mango season peaks, some savour it others go full ‘paglu’. ITC Sunfeast Baked Creations, in collaboration with Zepto, turned summer indulgence into an immersive brand experience with its ‘Mango Paglu Party’, a high-energy, mango-themed event designed to blur the line between dessert and discovery. Built around the brand’s ‘Mad Over Mangoes’ universe, the space leaned into a sensory overload bright, playful and unapologetically mango-drenched. From curated installations to social-first corners, every element was designed to be as shareable as it was experiential.
At the centre of the celebration was the fruit itself, elevated into a menu crafted using fresh, carbide-free Alphonso mangoes sourced by Zepto. The spread ranged from a flaky Mango Pista Kouign Aman to Mango Coconut Serradura Pudding and a Mango Mascarpone Cake, balancing indulgence with seasonal freshness.
But this was not a passive tasting affair. Guests were drawn into the experience through interactive formats, including a DIY dessert session led by the brand’s chef, where attendees created classics like Mango Tres Leches. Zepto chief business officer Chandan Mehndiratta also joined the session, adding a touch of brand personality to the proceedings.
A quirky highlight came in the form of the ‘Aam Paglu Prescription’, a playful, doctor-themed concept that positioned mango indulgence as the only “treatment” worth taking, turning a simple insight into a memorable activation.
The event built up to a theatrical finale, with the crowning of the ‘Aam Paglu of the Day’ followed by the cutting of an oversized mango-shaped Mango Mascarpone Cake, closing the experience on a high note.
More than just a seasonal showcase, the Mango Paglu Party reflects a broader shift in brand storytelling, where products are no longer just consumed, but experienced. For ITC Sunfeast Baked Creations and Zepto, mango season was not just about flavour, it was about creating a moment that audiences could step into, engage with and, quite literally, devour.
