From Local Stage to Global Market: What Factors Drive the International Breakthrough of Korean Original Musicals?

From Local Stage to Global Market: What Factors Drive the International Breakthrough of Korean Original Musicals?

Abstract

This research paper examines the potential international growth of Korean original musicals. By identifying the Korean Wave, the emergence of Korean original musicals, the current position of the industry, barriers to international expansion, and recent existing global successes, this research aims to emphasize the possibility of further industry growth. With existing success and high domestic demand, more Korean original musicals should work toward expanding its international awareness, guiding global audiences to understand more about Korean creative culture beyond K-pop. The research utilizes a mixed method approach, combining quantitative and qualitative methods through a survey conducted among non-Korean respondents and both online and in-person interviews with industry professionals and producers. The fi ndings highlight that factors such as soundtrack and music can be key driving elements, while fi nancial limitations, language barriers, and the general unfamiliarity of the industry concept remain challenges among international audiences. Overall, while Korean original musicals face many considerations for growing in the wider international market, there is genuine potential for expansion in the future.

Publication Date

7-1-2026

Campus

Valencia (Spain) Campus

Keywords

Korean original musicals; Hallyu; Musicals; Korean Wave; International expansion; International awareness

From Local Stage to Global Market: What Factors Drive the International Breakthrough of Korean Original Musicals?

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