iQIYI Commissions Korean Original, Eyes Expansion

iQIYI is looking to further expand its international reach in 2021 on the heels of 2020 gains and has unveiled its first Korean original series, My Roommate is a Gumiho.

“Our first Korean original show is made in partnership with some of Korea’s top storytellers and production companies,” said Kuek Yu-Chuang, VP for the international business at iQIYI. “More importantly, this is only the first step in the long journey of bringing more beloved Asian stories to a global audience.”

Based on the Korean webtoon Living Together, the series, starring Jang Ki Yong and Lee Hyeri and will be written, directed and produced by Baek Sun-woo, Choi Bo-rim and Nam Sung-woo, in partnership with Studio Dragon and JTBC Studio.

The Chinese streamer made the announcements at ATF Online+. iQIYI began its international expansion with a soft launch in 2019, setting up a base in Singapore for iQIYI International. It has since established offices in Thailand, Malaysia, Indonesia, the Philippines and North America.

“This comes on the back of the pivotal year 2020 for us, as we embarked on our international expansion in earnest,” said Yang Xianghua, president of the membership and overseas business group at iQIYI. “We reinforced our content growth with investments in more markets and will continue expanding our presence locally by bringing on more content and production teams. Over the coming years, we remain committed to bringing high quality, beloved Asian stories to our iQIYI service.”

Citing the success of originals such as The Bad Kids and Youth With You 2, Yang added, “These iQIYI originals have shown that the future of Chinese entertainment is a very bright one, especially outside of China. It is clear that our content is starting to gain mainstream appeal because of their universal themes and storylines. We believe that as long as we keep telling these beloved, Asian stories, there will be audiences around the world who will want to watch them.”

Korean content has been key for iQIYI, with the platform delivering 29 Korean dramas to its users in 2020. It has also set its first Southeast Asian original production, Ferrymen: Legends of the Nanyang, in 2021, with Sisterhood to follow in 2022.

iQIYI International also revealed a three-year MOU with the Singapore Tourism Board to market Destination Singapore in China and other key markets. “[iQIYI’s] new global participation format for Youth with You 3, growing library of pan-Asian content and our partnership with the Singapore Tourism Board are just some of the ways iQIYI International has been continuing to grow our roots in Asia, with an aim to appeal to our international audiences,” said Kuek. “As iQYI International moves out to the global markets, we are always looking out for new and exciting partnerships.”

Yang added, “Between the premium content iQIYI International has and the amazing content, distribution, advertising and sales teams we’ve built, we also believe that iQIYI International will be an ideal platform for like-minded partners as we pursue our aggressive growth strategy in 2021. iQIYI International is thrilled at the progress we’ve made since making our first moves internationally in 2019. There’s still so much more that we plan on doing in 2021 and the years to come. We will continue working hard in the international space and are confident that, this time next year, we will have another good report card to share.”