An executive at Chinese video streaming platform iQiyi, majority-owned by Baidu, said there will not be a Chinese version of the hit South Korean drama Squid Game because the show is too dark and its ideology does not fit the country’s mainstream values.
“At this stage, this type of relatively dark subject matter that reflects the particularly dark side of human nature definitely won’t be produced in China,” Wang Xiaohui, chief content officer at iQiyi, told local media TMTPost in a recent interview. “Regarding content production, we must follow ideology and social trends, including the enthusiasm and unity of the Chinese people.”
The Netflix-produced show reflects the evil side of human nature, he said, adding that there were still some good revelations by the end of the season. However, China wants to prioritise content that promotes “truth, goodness, and beauty”, he said.
“We have our own mainstream values, which are still very different from Western countries,” Wang said. “Especially at this stage, we must pay attention to some of the worries and anxieties we face in society.”
iQiyi did not respond to a request for comment.
The Chinese video streaming platform once had a deal with Netflix to distribute its original shows in China, but the company’s CEO Gong Yu said in 2019 that the partnership had ended.
The US-based tech giant is not able to offer its service directly to Chinese consumers under the country’s strict content regulations, meaning the rights to Netflix originals must be acquired by a local distributor to get an official release.
A clean version of Squid Game? Why Chinese platforms won’t license the show
Without that, consumers often rely on pirated copies of popular foreign films and shows, which is what has helped make Squid Game a big topic of discussion on Chinese social media.
A related topic on the microblogging platform Weibo has attracted more than 2 billion views. E-commerce merchants have also been quick to cash in on the trend, listing products as similar to those seen in the show, including sports outfits and the toffee confectionery dalgona.
Despite Squid Game’s success as the largest launch ever on Netflix, viewed by more than 111 million users, no Chinese streamers or broadcasters – including the largest video streaming platforms iQiyi, Tencent Video and Youku, owned by Alibaba Group Holding, the owner of the South China Morning Post – have shown any interest in picking up the domestic distribution rights.
As Wang suggested about a local adaptation, analysts and viewers said they think an official release in China is unlikely because of the violent content, raising concerns of censorship.
Even if a censored version were approved for release, there may be limited revenue opportunities given that many Chinese netizens have already watched the show. Copies have been widely shared on illicit video streaming sites, peer-to-peer downloading platforms and cloud storage services.
Chinese platforms are still willing to pick up foreign shows that can clear the censors and have a big enough audience. The Friends reunion special earlier this year aired in China on iQiyi, Tencent Video and Youku. The original sitcom enjoys widespread popularity in the country.
However, more graphic programming that requires cuts demanded by authorities can lead to consumer criticism. This was a consistent issue for Tencent Video while airing censored episodes of Game of Thrones, usually edited for nudity.
While importing content is problematic in China, going overseas is still a desirable option for growth. As Netflix has been successful producing a number of South Korean dramas and original shows in other markets, Wang suggested iQiyi may soon export its shows.
“As the first step of going abroad, we will definitely focus on neighbouring countries that are very close to Eastern culture,” he said. “Why does Vietnam like to watch Chinese costume dramas? Because their understanding and aesthetics are in the same line as our ancestors.”
