Abstract
Some changes have occurred due to the era of COVID-19 (Coronavirus disease), which has resulted in a change in consumer culture behavior. In particular, the use of Over-the-top platforms, and low-cost pay-TV services has increased. Also, K-Dramas (Korean-Dramas) are related to the specificity and closeness of East Asia, where the Korean Wave first appeared and caused cultural proximity. The purpose of this study was to investigate the spread of traditional culture and the economic effect of traditional culture. This article aimed to propose a different way of looking at culture. The study tried to analyze the correlation between the squid game and the K-drama Over-the-top platform, with questionnaires, and storytelling, with 143 participants. The results indicate the rapid evolution of individual media use as a result of the expansion of other Over-the-top platforms. Keywords: Cheoyongmu; Korean wave; media platform; squid game; traditional culture
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