tvN will air the interview documentary I am K, a deep dive into the K-content phenomenon that’s already sparking buzz. Capturing the voices of fans and creators worldwide, the film promises fresh perspectives and sharp insights into why K-content has taken over the globe.
Set to air Part 1 and Part 2 on April 7 and 8 (afternoon broadcasts), the program is grounded in the government-backed ‘Overseas Hallyu Status Survey’ conducted by the Ministry of Culture, Sports and Tourism and the Korea Foundation for International Cultural Exchange (KOFICE). The online survey polled 27,400 people across 30 countries in Asia-Pacific, the United States, Europe, the Middle East, and Africa between November and December 2025, all of whom had experienced Korean cultural content.
I am K takes a distinctive, interview-first approach where the entire narrative unfolds through questions and answers. Forty-three leading figures in Korea’s pop culture scene, renowned global scholars, and K-content fans join to dissect the heart of the craze. The documentary features top names representing K-content, including film director Park Chan-wook, writer Kim Eun-hee, actors Lee Jung Jae, Jang Hye Jin, Lim Yoon A (Yoona), Choi Woo Shik, and Byun Woo Seok. K-pop artists Moon Hee Joon, Tony An, Sunmi, Onew, ATEEZ, P1Harmony, TWS, and IZNA also appear, bringing a wide range of voices.
Part 1, ‘Why do you love K?’, has Korean figures taking the interviewer’s seat to ask global fans why they love K-content. Part 2, ‘What is K?’, flips the script as fans pose the questions and Korean figures respond.
In the teaser released on the 17th ahead of the broadcast, artists ask, "What about me do you like?", heightening curiosity. Through fans’ answers and artists’ candid reactions, the documentary teases unfiltered takes on the K-content boom.