Surviving Changes—ABS-CBN Re-Establishes Its Industry Position

ABS-CBN’s gumption through challenging times have been admirable. So how has it played to the changing landscape of the industry against its own evolution? Or has it affected change from its own rise from the ashes?

“We have focused our efforts on elevating our content creation—enhancing both quality and storytelling of our productions,” said Pia Laurel, Head of International Sales and Distribution at ABS-CBN Studios. “Our goal is to create content that resonates not only to Filipino viewers but also with viewers around the world. We aim to tell a story that has a broader, more universal appeal.”

Hojin Kwon (권호진)
Senior Executive Director, Commissioner 
SBS (Seoul Broadcasting System) Medianet

K-Drama Concerns

For over three decades, Korean creators have achieved what seemed like the impossible—transforming a local television genre into a global cultural phenomenon. 

But now, as production costs rise and OTT platforms dominate distribution, Hojin warned that creative freedom and fair profit-sharing must be maintained, even as the Koreans deal with K-drama’s biggest challenge today: sustainability and innovation.

“The focus should shift from short-term ratings or streaming views to long-term IP management—expanding each drama into global formats, adaptations, spin-offs, and cross-media storytelling.

“The real concern is not fatigue from success, but whether we can evolve the system so that the next generation of storytellers inherits the same risk-taking spirit and innovative challenge that enabled K-dramas to become what they are today.”

100% Conviction—Expanding, Not Replacing

Hojin believes the continued success of K-drama lies in its expansion of the universe of Korean storytelling. 

“The next savior will emerge from the fusion of content and technology. Webtoons will evolve into global IPs, games will transform into cinematic narratives, and AI-enhanced creative platforms will enable co-productions across continents,” Hojin prophesies. “In the coming decade, I foresee an era of convergence—one in which music, drama, games, and AI experiences will interconnect under a single IP ecosystem.”

Korea has always been strong in learning quickly, adapting faster, and turning local emotions into global experiences. For Hojin, the next "wave" will be less about a single genre and more about the Korean approach to storytelling across formats.

What is that one thing Koreans have now gained to ensure longevity?

“In the early 1990s, when I first promoted Korean dramas abroad, many buyers did not recognize their potential. Today, however, global audiences recognize the uniqueness of Korean content—its sincerity, emotion, and craftsmanship—as its greatest strength.

“Korea’s creators no longer chase trends; they set them. This confidence, combined with professionalism, cross-cultural empathy, and digital fluency, forms the foundation of Korea’s creative longevity. I think it’s a kind of maturity,” summed up Hojin, noting that they have learned that being the most "Korean" often makes them the most "universal”.

And The Future?

The future, Hojin sees it, lies in collaboration, not competition. Although Korea’s domestic market is relatively small, Korean creators think globally from the start. This global mindset makes Korea an ideal partner for international studios.

Producers looking to enter the Korean market should not just "sell to" Korea, but also "create with" Korea, co-developing IPs that blend storytelling traditions, languages, and audiences. This trend with collaborations between Korean studios and global platforms is already on the highway of success, and it will only accelerate. 

“In short, Korea doesn't just import or export content; we build bridges,” Hojin concluded. Co-production is the bridge to the next chapter of Hallyu: The Korean Wave.

Hallyu Across ATF 2025

Korean sellers on the market floor this year have armed themselves with:

• Anime

• Branded Entertainment

• Docs & Factual—Adventures & Travel

• Feature film—Action/Adventure

• Feature Film—Family

• Formats/ Non-Scripted Entertainment—Reality Show/Scripted Reality

• Music

• Pre-School—Animation Series

• Series—Romance

• Teens (Ages 13 and up)—Animated Film

• Virtual Reality/ Augmented Reality/Virtual Production/AI

• Adult Animation

• Docs & Factual—History & Civilisation

• Formats/ Non-Scripted Entertainment—TV Game Show

• IPs

• Series—Sci-Fi/Fantasy, as well as Thriller

Korean buyers at ATF 2025, so far reflect a heavy focus to acquire content from East Asia, wanting to buy:

• Docs & Factual across the sub-genre slate of Science & Knowledge; History & Civilisation; Adventures & Travel; Arts, Music & Culture; and Reality/Factual

• Feature Film, across the slate of Action/Adventure; Historical Period; Thriller; Sci-Fi/Fantasy; and Crime Investigation

• Series, focused on romance

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