The K-Drama “Tale of the Nine Tailed 1938,” which stars Lee DongWook, Kim SoYeon, Kim Beom, Ryu KyungSoo and more, has achieved remarkable success by ranking in the Top 10 lists of 19 countries within a mere two weeks of its release, garnering attention from viewers worldwide.
Under the direction of Kang ShinHyo and with Han WooRi as the scriptwriter, this series, co-produced by Studio Dragon and House Pictures, made its debut on Prime Video. FlixPatrol, an OTT streaming ratings aggregator, reported that the show secured a position in the top 10 most-watched Prime Video TV shows in 19 countries. Notably, it claimed the coveted #1 spot in Indonesia, the Philippines, Vietnam, Taiwan, Thailand, and Cambodia, while also receiving critical acclaim in other Southeast Asian countries like Malaysia (#2), Singapore (#3), and Hong Kong (#3).
FlixPatrol Screenshot (05/23/2023)
The exceptional triumph of “Tale of the Nine Tailed 1938” in Thailand and the Philippines, where it secured the first-place ranking, can be attributed to the strategic marketing initiatives executed in each country through the collaborative efforts of CJ ENM, Studio Dragon, and Prime Video. Prior to the premiere of the first episode, exclusive screening previews for “Tale of the Nine Tailed 1938” were held in Bangkok, Thailand, and Manila, Philippines, on May 5th, attended by enthusiastic K-Drama fans, influencers, and the press. These events not only offered sneak peeks but also provided opportunities for fans to interact with the actors through videos and lucky draws, resulting in an enthusiastic response.
CJ ENM
We plan to extend our marketing activities together with global platforms overseas, starting with “Tale of the Nine Tailed 1938.” Collaborative marketing between the production company and the platform can enhance content hit ratio and global competitiveness… I believe viewers around the world have praised the show’s mythical universe, which skillfully weaves together not only Gumiho but also Uturi, Gujiga, Manpasikjeok, and other unique Korean folktales.
Studio Dragon Representative
The global premiere of “Tale of the Nine Tailed 1938” has set another milestone for K-content trend with its originality. We are genuinely glad to see global fans enjoying every moment that “Tale of the Nine Tailed 1938” is delivering.
NamJu Lee, CJ ENM Director of Strategy & Marketing
“Tale of the Nine Tailed 1938” is a K-Fantasy action series that follows the journey of a nine-tailed fox (Gumiho) who crash-lands in the chaotic period of 1938 and endeavors to return to the present day. Episode 6, which was released last May 21st on tvN, achieved an average rating of 8.1% to 9.5% among households in the capital area and 6.9% to 7.9% among households nationwide, securing the number 1 position within its time slot across all cable and generalist channels.
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