近期，《首尔之春》的导演金性洙用"崩溃"一词形容韩国电影的现状——"韩国电影根本就没人拍了"。除了许秦豪导演的《暗杀者们》已拍摄到中期，他 几乎没有听到其他任何电影开机的消息。 这一困境与Netflix等全球流媒体平台对韩国本土影视生态的蚕食密切相关。疫情期间，韩国电影上座率受到严重冲击，许多电影选择直接上线流媒体，逐 渐改变了观众的消费习惯。与此同时，Netflix凭借其资本优势，抬高了顶级演员的片酬，并吸引了大量制作人才，导致本土电影面临制作成本高企、人才 流失的"空心化"危机。 韩流看似乘着Netflix的快车驶向全球，但实则吞下了"包着糖衣的毒药"，本土产业被外来资本逼进了生存夹缝。韩国影视的困境不是个例，而是Netflix抢 占全球市场的缩影。那么Netflix的"全球化制播"模式，究竟在多少地区引发了文化产业的地震？Netflix又是如何重塑当地的创作理念、人才结构与观众习 惯的？ Netflix对东亚市场的侵蚀 Netflix的市场在北美、欧洲逐渐饱和之后，就开始在东亚寻找新的增长点。而Netflix在东亚的布局，首先是从付费环境最佳的日本市场开始的。 2015年，Netflix推出原创日剧《火 ...

Core Insights - Netflix has become a significant player in the Japanese market within ten years, offering a wide range of content from global hits to local productions [1] - The company is celebrating its tenth anniversary in Japan with an immersive event in Shibuya, showcasing its past achievements and future projects [1][6] Group 1: Event Highlights - The anniversary event features a large logo in Shibuya, with the first floor open to the public, offering free popcorn and a commemorative magazine [3][8] - The second and third floors require reservations and include interactive exhibits based on popular Netflix shows, emphasizing the brand's immersive experience [6][10] - Popular attractions include games from "Squid Game" and themed setups from "Alice in Borderland," showcasing Netflix as more than just a content platform [5][10] Group 2: Brand Strategy - Netflix aims to transform itself into a brand that can be experienced and consumed, positioning itself as a "super IP" rather than just a content provider [5][15] - The event reflects a strategic shift where Netflix focuses on local content creation to enhance user engagement and brand loyalty [14][24] - The celebration reinforces the idea that Netflix is not solely reliant on global hits but is building a strong local presence through continuous content development [14][20] Group 3: Industry Implications - The approach taken by Netflix serves as a model for domestic long-video platforms, which often struggle to create lasting brand identities beyond individual hits [23][24] - The concept of "platform as IP" allows Netflix to maintain user relationships through various experiences, even if specific content does not perform well [24][26] - The message "Next Episode" not only invites users to continue engaging with Netflix but also serves as a reminder for the industry to focus on building brand stories rather than just chasing the next hit [26]