Squid Game, Netflix's biggest original series launch, is estimated to be worth almost US$900 million (HK$7 billion) for the streaming giant.
The nine-episode thriller, in which cash-strapped contestants play childhood games with deadly consequences in trying to win a fortune, became an international hit after it launched last month.
Yet in comparison to its estimated net worth, Bloomberg News says, Squid Games cost US$21.4 million to produce.
About 132 million people watched at least two minutes of the show in its first 23 days, easily breaking the record set by UK costume drama Bridgerton, which was streamed by 82 million accounts in its first 28 days. The series is also the first Korean drama to snatch the top spot on Netflix in the United States, where it has also spurred interest for people to learn Korean.
The craze has hit the mainland too, though Netflix is not available without a VPN.
That includes a Beijing bakery introducing a Squid Game-themed confection-making challenge.