[Edaily Reporter Hyera Lee ] Amid a trend of high exchange rates, the moves of K-content companies are drawing attention. Recently, K-content export strategies have evolved beyond the simple export of intellectual property (IP) to “IP localization”—reinterpreting proven IP, such as webtoons and web novels, to suit the cultures of various countries.
According to the content industry on the 24th, Southeast Asia is cited as a market where this shifted strategy is being actively implemented.
In countries such as Indonesia, Thailand, and Vietnam, content consumption is growing rapidly, driven by a young population and high mobile penetration rates. Along with the spread of Over-the-Top (OTT) services, demand for local production is also on the rise. According to Media Partners Asia (MPA), paid streaming accounts across five Southeast Asian countries reached 61 million last year, a 19% increase from the previous year.
Consequently, analysts suggest that the Southeast Asian market is evolving beyond being merely a consumer of Korean content to become a hub for co-production and investment.
Amid this trend, companies with local production capabilities are drawing attention.
Barunson Entertainment & Arts Corporation(035620), for example, recently partnered with Studio N, a subsidiary of Naver Webtoon, to pursue joint production projects in Southeast Asia using webtoon and web novel IP. The strategy involves collaborating with local creators—primarily in Indonesia, Thailand, and Vietnam—to produce films and series that reflect the tastes of each country from the planning stage onward.
Barunson Entertainment & Arts Corporation has already established production experience and a network in the Southeast Asian market.
In Indonesia, the company has entered into a two-year exclusive partnership with “Come & See Pictures,” the production company of renowned local director Joko Anwar, to carry out co-productions. Their joint production, “Ghost in the Cell,” was screened at the Berlin International Film Festival and has since been sold to over 140 countries worldwide.

In Thailand, the company is continuing its collaboration with “GDH559,” the country’s largest film studio. Recently, it participated in the production of “Inherit,” a new horror film directed by Banjong Pisanthanakun, who previously directed the South Korean-Thai co-production “Rangjong.” It is also reported that discussions are underway with GDH559 regarding additional planning and development projects.
Kakao Entertainment is also strengthening the localization of webtoon IPs. In Hong Kong, it is pushing for a local adaptation of the webtoon *Office Matchmaker*, and in Taiwan, it is producing a drama based on *The Nth Romance*; through such collaborations with local production companies, the company is expanding the production of content tailored to the tastes of audiences in each country.
An industry insider stated, “As we move through the OTT era, competitiveness in the content industry is shifting beyond simply securing IP to local production capabilities and global partnerships,” adding, “Companies capable of reimagining proven IP to suit local markets and commercializing it directly will lead the next phase of growth in K-content exports.”