DUBAI: South Korean director Yeon Sang-ho’s chilling supernatural series “Hellbound” has become a topic of fascination in Saudi Arabia, where it remained on the country’s Top 10 Netflix list for three consecutive weeks.

This success underscores the growing popularity of K-dramas in the Kingdom, reflecting the universal appeal of stories that explore complex themes of morality, fear and power.

Sang-ho spoke to Arab News Japan about his inspiration, vision, and the factors behind “Hellbound’s” resonance with international audiences, including Saudi viewers.

At its core, “Hellbound” is a dark fantasy thriller set in the then future year of 2022. In the show, supernatural beings suddenly appear out of nowhere to condemn people to Hell.

Sang-ho explained that his inspiration came from humanity’s deeply ingrained fear of random misfortune.

“Unexpected misfortune is something that we as humans face very commonly,” he said. “There is no real reason or cause for such misfortune, which is why we can never get used to it and which is why we are afraid of it. That kind of fear towards unexpected misfortune was the origin of this story.”

The theme resonates with a shared human contemplation of fate and existential questions, making “Hellbound’s” grim universe both haunting and thought-provoking.

The show delves into intricate moral conflicts, including a harrowing scene in which parents witness a decree for their newborn.

Sang-ho explained his intention to explore the fragility and nobility of human emotions by forcing characters into these impossible situations. The narrative juxtaposition of human vulnerability with the strength of parental love adds emotional depth to “Hellbound” that many viewers find deeply moving.

The series also explores how ideological power struggles can fracture societies — a theme that holds particular relevance globally.

Sang-ho revealed that “Hellbound” is “closer to an ideological catastrophe rather than a physical one.”

He added: “If season one focused on how the civilians dealt with the ideological catastrophe, in season two, we get to see how certain unusual characters manipulate this incomprehensible ideological catastrophe as a chance to push their philosophy. In the midst of this ideological chaos, various different power groups push their own philosophies to normalize the world and fight against each other to prove oneself.”

Sang-ho shared insights into the creative process behind “Hellbound’s” iconic executors — grotesque beings designed to evoke humanity’s darkest emotions.

“The design started from the basic human form,” he explained, describing how the creatures symbolize humanity’s inherent aggressiveness and the tendency of majorities to overpower minorities.

This choice reflects a visceral fear that extends beyond cultures and borders, touching on universal themes of judgment and condemnation.

Saudi Arabia’s recent wave of enthusiasm for “Hellbound” is part of a larger trend as K-dramas gain traction worldwide.

“It’s amazing that global fans step over that barrier to really enjoy Korean content,” Sang-ho said, emphasizing the importance of creating relatable stories for audiences of diverse backgrounds.

With “Hellbound,” Sang-ho has struck a universal chord, resonating with audiences in Saudi Arabia and beyond.

DUBAI: Saudi Arabia-based Argentine model Georgina Rodriguez was announced Wednesday as the face of Italian luxury jewelry brand Pasquale Bruni’s latest campaign in the Gulf.

Rodriguez will headline a campaign that will initially be released in Sindalah, Saudi Arabia. The campaign will extend across the Gulf, targeting markets including Saudi Arabia, Qatar, Kuwait, Bahrain, and the United Arab Emirates.

Eugenia Bruni, the creative director of the brand, said in a statement: “With Georgina, it was love at first sight. I was captivated by her personality, her passionate spirit, and above all, her big heart.”

“She is a woman who loves, feels, and breathes our jewelry while conveying wonder, genuine emotions, and positive vibrations, embodying the essence of our creations,” Bruni added. 

In the photos, Rodriguez shows off some of the label’s popular collections, including the Giardini Segreti Green Soul necklace, featuring emeralds and sparkling white diamonds, as well as the Aleluià and Heart to Earth collections.

A familiar face for the brand, Rodriguez has frequently chosen the brand’s pieces for high-profile events, reinforcing her longstanding connection with the fashion house.