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The share of viewers outside the country who say they watch South Korean TV series or films ‘sometimes’ or ‘very often’ rose from 22% in Q1 2020 to 35% in Q1 2025, a 13% increase.

With a peak 20.5% viewership in Korea, the acclaimed fantasy romance marks CJ ENM’s latest push to expand K-content globally, targeting younger and culturally diverse viewers in the U.S.

The company partnered with Kocca and Viu to extend the reach of K-content worldwide.

The original Korean version, produced by CJ ENM’s Studio Dragon, explores the concept of communication across time to solve cold cases. The original series aired in 2016 on the K-content channel tvN.The Indian aaptation, Gyaarah Gyaarah, is titled after native Hindi terminology for 11:11.

The K-content streaming service is debuting with 30,000 hours of content. In total, it will launch in 39 territories.