When “To All the Boys I’ve Loved Before” debuted on Netflix in 2018, it seemed like just the latest title in its “Summer of Love” promotion. There was “Set It Up,” “Sierra Burgess Is a Loser” and “The Kissing Booth.” But “To All the Boys” quickly proved to be a phenomenon.
The main character, a Korean-American high schooler named Lara Jean (played by Lana Condor), won over audiences who saw themselves mirrored in her life and mixed heritage. There was a surge of thirst for the internet’s newest crush, Noah Centineo (playing Lara Jean’s love interest, Peter Kavinsky). Sales for Yakult, a Japanese yogurt drink, increased after being featured in several scenes, and by Halloween, Twitter was overloaded with images of costumes inspired by Lara Jean.