Why are so many actors eating Kopiko in K-dramas? Inside Netflix’s ‘Genie, Make a Wish’ and the global PPL boom

A recent Hankook Ilbo feature examined how “Genie, Make a Wish,” the latest Netflix series by screenwriter Kim Eun-sook, broke what had long been considered an “OTT taboo” — blatant product placement (PPL). The report argued that the era of “PPL safety zones” on global streaming platforms has ended after nine years, revealing deep structural shifts in Korea’s entertainment industry. “Genie, Make a Wish” disrupted immersion with scenes that seemed to blur the line between narrative and advertising. The piece noted that production cost inflation and intellectual property monopolies are forcing creators to lean on brand exposure — a cost ultimately passed down to viewers. KT’s ‘genie’ — coincidence or clever wink? In one of the show’s meta moments, actor Kim Woo-bin reportedly had to lower his AI speaker’s volume while reading the script at home. Each time he said his line “I’m Genie,” his KT smart speaker — also called “Genie” — would respond, “Yes?” In the series, Kim plays a character inspired by the mythological genie from “Aladdin.Weiter zum vollständigen Artikel bei Korea Times Weiter zum vollständigen Artikel bei Korea Times