What Is Netflix’s “Golden?” It’s All About Asian Entertainment
Netflix is home to many of our favorite shows and soon-to-be movies.
Get ready to spice up your K-Drama viewing when Love and Leashes, starring Seo Hyun and Lee Jun-young, arrives on February 11 🌶🔥 pic.twitter.com/j2R6VZPtKb
— Netflix Philippines (@Netflix_PH) January 17, 2022
From the Korean thriller series Squid Game…
…to the hit reality dating show Single’s Inferno…
Don’t even get us started on the numerous iconic K-Dramas!
So, it seems only fitting that Netflix spotlight all of its great Asian content. Now, they’re doing so by introducing a new social media channel called Golden.
We stand on the shoulders of those who have come before us, and we’re here to celebrate *all* of us. Because when one of us shines, we all do. Come in—but please leave your shoes at the door.
Directed by @shrutirya
Produced by #honto88
Music by @kraeji pic.twitter.com/1nh2F9nXvQ— Golden (@netflixgolden) January 25, 2022
Today, Golden has accounts on all major social media platforms, such as Instagram, Twitter, and TikTok.
Netflix oftentimes creates social media channels or brands dedicated to the streaming service’s various specific audiences. For example, Strong Black Lead is for all content amplifies the Black experience, Con Todo is for Latinx stories, and Most if for everything LGBTQIA+.
Real hot girl sh*t 👅
SO excited to announce we’re partnering with Grammy Award-winning musician, philanthropist, college graduate and entrepreneur Meg @TheeStallion! Meg will be exclusively producing new series and other projects for Netflix. pic.twitter.com/wMOwc5hDVJ— Strong Black Lead (@strongblacklead) December 16, 2021
Meanwhile, there are socials for Netflix’s different genres. Geeked is for, well, anything “geeky,” so like Sci-Fi and superheroes. Netflix Is a Joke is all comedic entertainment, from sit-coms to standup comedy. Netflix Film is, of course, movies.
https://t.co/YlDkiiyz0U pic.twitter.com/2pnVoseNO4
— Golden (@netflixgolden) January 25, 2022
So, similar to other diversity-focused brands like Strong Black Lead, Golden is dedicated to amplifying Asian voices. Considering the increase of Asian-targeted hate since COVID-19, it seems like this couldn’t have come at a better time.
Netflix VP editorial and publishing Michelle Lee explained how Golden was developed, and it’s been a work-in-process for over a year. It is her first major initiative as a leader since joining Netflix.
There’s been this awesome flywheel [effect] within entertainment and culture where it’s not just API screenwriters or authors getting something produced [but also] directors of the community hiring actors of the community. We have so many more wonderful, nuanced stories to tell. We know the audience is there, and truly the purpose of Golden is to be that platform to celebrate and champion our community.
— Michelle Lee
Golden will be home to new franchises. According to The Hollywood Reporter, they will be “spotlighting Netflix talent of API descent from across the diaspora and around the world.” This includes a new interview show in collaboration with Wong Fu Productions, Spill the Boba Tea. It previously premiered on the Still Watching Netflix’s YouTube.
Spill the Boba Tea will continue on January 7 on Golden’s Instagram. The next episode will include guest Emily in Paris star Ashley Park.
Up until now, the more Asian-focused socials for Netflix were, of course, based on countries. Many of us already follow the socials for Netflix Korea, Netflix Japan, Netflix Philippines, etc.
Honestly what do I have to do to get a Mute Boston bag around here 🙃 pic.twitter.com/P97CEgxcwl
— Netflix Philippines (@Netflix_PH) January 25, 2022
The closest we’ve had to a brand channel was The Swoon which Netflix described as their “community for global fans of K-content.” However, The Swoon is most active on YouTube and doesn’t have accounts on all social media platforms.
We are by the fans, for the fans, and we are here to celebrate the stories and the talent that.
— Netflix’s The Swoon
Despite its similar name, Golden is technically unaffiliated with Netflix Gold, Netflix’s “marketing partnership with API-focused nonprofit Gold House (whose board Lee recently joined).”
