Under the sweltering Turkish sun, tourists wander through sets that recreate Ottoman and Byzantine-era castles, take selfies with actors in traditional Ottoman costumes and watch horseback stunt performances. Among them is Riia Toivanen, 22, a devoted fan of Turkish television drama who traveled to Istanbul from Finland with her mother to delve into the realm of her beloved shows. Some 8,000 miles (12,800 kilometers) across the globe in Villa Carlos Paz in Argentina, 66-year-old retired teacher Raquel Greco watches an episode of a Turkish romantic comedy, surrounded by memorabilia from her once-in-a-lifetime trip to Istanbul where she visited landmarks she knew from years of watching Turkish shows.
"It seemed to me that I was dreaming, I couldn't believe I was living what I saw every day in the series," she said of her visit in April this year. The global popularity of Turkish TV dramas -- or dizi in Turkish -- has thrust Turkey into the position of a leading exporter of television, greatly bolstering the nation's international image and drawing millions of viewers and tourists worldwide to its historical and cultural sites which are backdrops to many of the shows. The success of television shows has fueled a burgeoning billion-dollar industry that continues to expand into new markets, experts say.
The popularity of these shows is also greatly enhancing Turkey's soft power on a global scale. Between 2020 and 2023, the global demand for Turkish series increased by 184%, positi.