How Asia is Redefining Hollywood’s Spotlight
The global entertainment landscape is transforming as Asian talents and stories gain unprecedented prominence
From the cuisine to the nuanced behaviours of locals, entertainment has historically played a pivotal role in shaping narratives and stereotypes about various countries even before we encounter them first-hand.
However, a profound global transformation is currently underway—the so-called “Asian Invasion”—representing a tidal wave of Asian soft power that’s reshaping the entertainment landscape. A pivotal moment in this shift was the success of the 2018 film Crazy
Rich Asians. Based on Kevin Kwan’s novel, the film achieved critical acclaim and commercial success, grossing over US$238 million worldwide. It ignited a surge of interest and appreciation for Asian stories and cultures while showcasing the charisma of actors like Constance Wu, Gemma Chan, and our very own Henry Golding and Michelle Yeoh. The impact has been significant and inspirational for Asian artists and audiences, as evident in the notable increase in Asian American representation in Hollywood over the past 15 years.
THE HALLYU TSUNAMI
The heart of the Asian soft power explosion arguably beats strongest in South Korea, known for the Korean Wave or Hallyu. While Hollywood seems preoccupied with ever-expanding Marvel franchises, Korean filmmakers opted to create thoughtful, auteur-driven films that resonate with mainstream audiences. A prime example is Bong Joon-ho’s Parasite, which won four Academy Awards at the Oscars in 2019, including Best Picture. Moreover, the Netflix hit Squid Game has redefined entertainment,
becoming the first non-english Netflix series to top global viewing charts, drawing over 111 million viewers worldwide in under 30 days.
The rise of K-pop cannot be denied either. In recent years, K-pop has gained more traction in the West, propelled by the success of groups like BTS, Blackpink, and Twice. A Korea Foundation survey revealed that 90 per cent of K-pop fans attributed their interest in Korean culture to K-pop. This growing interest was evident from the 95 per cent increase in college enrolments in Korean courses in the US between 2006 and 2016.
THE BEST OF CHINA
Another Asian superpower’s influence on global culture should not be underestimated. China, poised to become the world’s largest economy, is anticipated to surpass the US in roughly a decade. As of 2020, China secured the world’s largest box office position. Two movies, The Battle at Lake Changjin and Hi, Mom, generated over US$800 million each in revenue from the regional box office alone, making them the highest-grossing movies globally in 2021 until Spiderman: No Way Home claimed the title.
China’s government has significantly invested in promoting traditional Chinese culture to shape the Western world’s perception of the country. President Xi Jinping has prioritised this initiative, envisioning China as a “cultural superpower.” Part of this strategy involves substantial investments in Hollywood studios, including Skydance Studios, known for Top Gun: Maverick. In 2023, China Film Group partnered with Universal Pictures to produce Creation of the Gods I: Kingdom of Storms,a blockbuster fantasy film based on a Chinese classic novel that broke box office records in China.
BOLLYWOOD RISING
India has been quietly rising as a cultural force. It holds the distinction of being the largest film producer globally, and is the second oldest film industry in the world. Recently, mainstream Hindi films have found remarkable box office success in markets like China, Japan, and Korea, with movies like 3 Idiots and Dangal gaining popularity. While the US market has proven more challenging to penetrate, India’s influence is steadily growing.
A notable moment in this ascent occurred when the song Naatu Naatu from the film RRR won Best Original Song at the Golden Globes and Academy Awards in 2023. Directed by SS Rajamouli, the creative mind behind three of the six most financially successful Indian films ever, the movie earned approximately US$160 million in theatres worldwide, marking it as the third-highest-grossing film in the history of Indian cinema.
India has also emerged as one of the fastest-growing streaming markets globally, with Netflix releasing over 40 Indian original films and series in 2022. The growing appeal of reality shows like Indian Matchmaking and Netflix’s decision to focus its 2020 blockbuster Extraction in Bangladesh demonstrate efforts to tap into the Indian market.