South Korean drama Squid Game has become Netflix's most popular series ever.
The streaming giant announced on Wednesday that the show had reached more than 111 million fans since its launch last month.
The nine part series follows debt-ridden contestants as they compete in playground games for a cash prize.
The drama has sparked a debate within South Korea about toxic competitive societies and prompted new interest in the country's culture and language.
Language learning app Duolingo has reported a 76% rise in new users signing up to learn Korean in Britain and 40% in the United States.
Inside South Korea the popularity of the show has prompted internet provider SK Broadband to sue Netflix.
They want the U.S. firm to pay for costs from increased network traffic and maintenance work because of the surge of viewers.
Netflix may also have to pay compensation to a South Korean woman who's phone number was inadvertently highlighted as a key plot point in the series.
Still - Netflix knows it's on to a good thing and this year plans to spend more than $500 million on content produced in South Korea.
The country has established itself as a global entertainment hub with its vibrant pop-culture, including the boy band BTS and Oscar-winning movie "Parasite".