Netflix K-Era Campaign Goes Viral with T.O.P, Lil Yachty, Martha Stewart

Netflix has launched a new promotional campaign spotlighting Korean content with a star-studded video titled “You Don’t Have to Speak It to Love It.”

The short clip features T.O.P (Choi Seung-Hyun), member of BIGBANG and upcoming Squid Game Season 3 actor, alongside rapper Lil Yachty and lifestyle icon Martha Stewart. The video was released on Netflix’s official YouTube channel on June 2, 2025, and had garnered over 80,000 views at the time of reporting.

The video centers on the trio engaging with hit Korean shows, including Squid Game, All of Us Are Dead, Physical: 100, and When Life Gives You Tangerines, reacting emotionally despite not speaking the language. The campaign slogan, “You don’t have to speak it to love it,” underscores the global reach of Korean content beyond linguistic barriers.

“I don’t [speak Korean], it speaks to me,” Stewart says in a key moment.

Comedic scenes show Stewart applying snail mucin face masks, Yachty cheering during zombie attacks, and the characters immersed in K-dramas. T.O.P appears near the end, reprising his Squid Game character’s look and delivering the line “I like you” in Korean, followed by a finger heart gesture. In the background, Jennie’s solo track Like Jennie plays briefly, while Stewart wears an Extraordinary Attorney Woo T-shirt, with a stack of Korean treats visible in the corner—adding layered nods to K-pop and Korean drama fandoms.

BY YOONJAE JUNG [jung.yoonjae@koreadaily.com]