The cultural dominance of the United States is significantly decreasing worldwide. While for decades Hollywood dictated global entertainment trends, films and series, the current scenario reveals unprecedented cultural fragmentation, where each country increasingly develops and consumes its own content.
Turkish drama productions, Korean series, and local content are gaining audiences that were previously dominated by Hollywood. This phenomenon affects not only the entertainment industry but also gastronomy and other cultural sectors, with a growing preference for local versions of products and experiences.
In Portugal, this trend manifests itself with the success of national productions like "Rabo de Peixe" and "Patrocínio", which demonstrate that the Portuguese public also identifies more with stories and local contexts than with foreign productions.
This change reinforces an old thesis in the study of culture: when consumers have freedom of choice, they tend to prefer content and products that reflect their own reality and cultural proximity, opting for what comes from their own neighborhood instead of standardized global productions.
