KJCKorea
Journal Central

The global phenomenon of Korean pop culture, commonly referred to as Hallyu or K-Content, has garnered widespread international acclaim. Among the leading forces of this wave are K-dramas such as Squid Game and Kingdom, which have successfully conveyed universal themes through distinctly Korean narratives. Preceding these contemporary successes is the historically significant K-drama Daejanggeum (Jewel in the Palace), which played a pivotal role in expanding Hallyu by resonating with global audiences despite its rootedness in Korea’s unique historical and cultural context. This study examines the factors underlying Daejanggeum’s international success, focusing particularly on its accessibility strategies and its alignment with universal ideological frameworks. Produced prior to the advent of global over-the-top (OTT) platforms, Daejanggeum faced significant accessibility challenges. The production company mitigated these obstacles through targeted promotional campaigns and exclusive broadcasting agreements with overseas networks. Notably, Daejanggeum transcended culturally proximate East Asian markets to achieve popularity in regions such as the United States and the Arab world. The protagonist, Jang Geum, embodies meritocratic ideals by demonstrating personal competence and overcoming rigid social hierarchies independently. By engaging with the universal appeal of neoliberal meritocracy, Daejanggeum secured broad acceptance and critical acclaim across diverse international audiences.

Daejanggeum (Jewel in the Palace), Hallyu, Korean Wave, K-drama, universality, meritocracy