The “British Invasion” ushered in by the Beatles in the 1960s is but a spark next to the bonfire that is the inferno of South Korean culture now consuming audiences around the world. From K-pop bands like BTS headlining at the United Nations to the wellness industry’s obsession with kimchi's probiotic benefits, Korea is everywhere. Topping this greatest hits chart is Squid Game, a genre-bending Netflix series that has ignited social media platforms and inspired fascinated devotion across the world.

The seeds for a deep collaborative relationship between Netflix and K-drama had been sown long before the phenomenal success of Squid Game, but what particular social conditions allowed for this show to speak viscerally to global audiences today as the most-watched drama in ninety countries? In Way Ahead of Squid Game, scholar of Korean pop culture Suk-Young Kim throws back the curtain to reveal the multiple factors accounting for the global dominance of K-culture. It investigates the origins, manifestations, and future prospects for this cultural juggernaut, making it essential reading for both content creators and fans of Korean culture across all media.