Netflix Launches “Golden” to Celebrate Pan-Asian Diaspora
Maintaining its commitment to bringing diverse content to the entertainment world, Netflix brings an Asian Pacific Islander-focused vertical to its repertoire of brands. Titled Golden, the new vertical launched on January 25 on Twitter, TikTok, and Instagram. According to Netflix, the name comes from the phrase “real gold will always shine.”
Centering the Asian Diaspora
To announce Golden’s launch, Netflix released a star-studded introductory video. Then, it celebrated on Netflix’s Tudum behind-the-scenes blog with an article that asked a handful of its stars of Asian descent to share the Asian artist or icons who inspired them.
Golden’s introductory video, directed by Shruti Ganguly and her production company honto88, boasts a slew of the biggest names of Asian descent: John Cho, Frieda Pinto, Tan France, and Marie Kondo, just to name a few of the voices. Through the video, the aim of Golden is clear–to tell stories that can both connect a large, multifaceted diaspora and spotlight its vast diversity. The video is scored by New York-based musician Yaeji.
“The Asians Are Here”
Golden is the newest addition to Netflix’s audience-specific social media verticals like Strong Black Lead, Con Todo, and Most, focusing on the diverse range of experiences within the pan-Asian diaspora.
“We have so many more wonderful, nuanced stories to tell,” Netflix’s Vice-President of Editorial and Publishing Michelle Lee told The Hollywood Reporter. “We know the audience is there, and truly the purpose of Golden is to be that platform to celebrate and champion our community.” According to The Hollywood Reporter, Golden has been under development for the past year and a half.
Celebrating All Stories
Golden’s presence won’t just involve promoting Asian Pacific Islander-specific content–the streaming giant has also shared it will feature original “social franchises” that center creatives of API descent around the world. In addition, an existing series launched last summer, Spill the Boba Tea, will now be housed under the Golden brand.
Spill the Boba Tea is an interview series launched on Still Watching Netflix’s YouTube channel in May of 2021, collaborating with Wong Fu Productions. Host Phil Wang of Wong Fu hosts guests of Asian descent at his cafe to mix a drink and chat. The show will return on January 27 with Ashley Park of Emily in Paris fame on the platform’s Instagram account.
“When One of Us Shines, We All Do”
Netflix has been at the forefront of celebrated diverse content in the past few years. Its notable Korean production Squid Game breaks viewership records and makes history with nominations at major Western awards ceremonies. And just last fall, the platform held its first annual Tudum: Global Fan Event, a three-hour live-streamed event. It took a global spin, including spotlights for content coming from Korea, India, and Japan.
More and more, audiences are both demanding and expecting that the media they consume reflect their lived experiences and vibrant cultures. Audiences are also increasingly showing up for these diverse stories–Netflix’s Golden is a timely step toward increasing the visibility of people of color on screens everywhere.
Looking for more Netflix content? Check out our coverage of Squid Game‘s historic nominations at the 2022 Screen Actors Guild Awards.
