While the language spoken may be different, the love for K-dramas is universal as fans laugh, cry, and celebrate every twist and turn alongside their favorite characters. In 2025, Viki, a pioneer in the K-drama streaming space, wanted to bring that shared passion to life like never before. Under the theme “Watch More. Feel More. For drama lovers everywhere,” the third annual K-Drama Day became a celebration of emotion, culture, and community.
This year, we wanted to show the world that K-drama fandom isn’t limited to just everyday viewers – it spans celebrities, influencers, and fans across the globe. Our goals were clear: spark awareness by showing that even unexpected celebrities are K-drama fans, expand reach through innovative partnerships, and drive engagement through experiences, social content, and interactive activations. Of course, we wanted to strengthen Viki’s position as the go-to-platform for K-dramas (and Asian entertainment!).
To kick things off, we launched Viki’s first-ever talent-led ad campaign, featuring Will Poulter (The Bear, Guardians of the Galaxy), Victoria Justice (singer and star of Victorious), and Alicia Hannah-Kim (Cobra Kai, The Tempest), who brought the K-drama fandom to life. In the spot produced and created by Unfold Agency, Will and Alicia introduce Victoria to Viki and its biggest fan-favorite titles like Lovely Runner, Study Group, Train to Busan, The First Night with the Duke, and Reborn Rich. It was a moment designed to surprise, delight, and invite viewers into the world of K-dramas.
Our approach included a multi-channel celebration to give fans countless ways to engage:
Each piece of content was designed to connect with multiple audience segments: longtime K-drama enthusiasts, casual viewers, fans of great stories, and those curious about Korean culture. We amplified engagement by highlighting star talent, providing behind-the-scenes clips, and leveraging influencer partnerships to expand reach organically.
Additionally, we created dedicated visual assets and short-form videos that teased popular K-drama scenes while prompting users to explore the full shows on Viki. This strategy encouraged discovery, extended the shelf life of our content, and built FOMO around the global celebration.
K-Drama Day 2025 turned a global fandom into a shared celebration, resulting in nearly 1 billion impressions across CTV, digital, and social platforms, in addition to over 104,000 new social followers and 1.5 million landing page visits. Among new Viki users who saw the ad, 38% said it was their first introduction to Viki and 54% said the talent influenced their decision to join. The campaign delivered a meaningful lift in brand perception, increasing brand awareness among our US target audience by almost 7%. From free shows and curated collections to exclusive talent content and giveaways, the campaign transformed K-drama fandom into an interactive, social-first experience that united fans everywhere and brought new ones into the fold.
