Netflix’s head of Korean content explains the strategy that’s led to 60% of Netflix’s 280 million users watching projects from South Korea.

Netflix’s Squid Game Season 3 shows no signs of slowing down as the hit K-drama continues to reign supreme. The streaming giant officially released the much-awaited and final season of the dystopian survival thriller on June 27 and created a huge buzz on social media.

Season 3 amassed 60.1M views across all six episodes, breaking the streamer’s record for most views for a show in its first three days. It was easily the most-watched title of the week and has already landed on Netflix’s most popular non-English TV show list at No. 9.