Chemistry created the new spots, starring Martha Stewart, that share a key insight: Emotional connection transcends language. (The full Korean lineup can be found here.)

Global fandom for K-content is high — and the cross-media campaign includes billboards in Los Angeles and Times Square, as well as broadcast, YouTube and Instagram.

In the ad, Stewart, found crying in her dressing room at a Korean drama, is joined by rapper Lil Yachty and K-pop "Squid Games" star T.O.P.

Some of the shows noted in the campaign are "Squid Game," "All of Us are Dead," "When Life Gives You Tangerines," "Physical:100" and "Singles Inferno."

This year, Netflix Korea will release 21 scripted series, eight unscripted series and eight original films.

Stewart had her own documentary, "Martha," directed by R. J. Cutler, released on the streamer in October 2024.