CJ ENM, the South Korean media group behind a growing slate of globally distributed television and film content, is retooling its international strategy in Latin America, turning to Spanish-language dubbing as it seeks to move Korean dramas from subtitle-dependent audiences into the region’s mainstream television market.
The shift reflects intensifying competition among global streaming platforms and broadcasters, where non-English programming is increasingly treated as core inventory rather than a niche offering. In much of Latin America, dubbing has long been the dominant format for mass-market television, shaped by decades of U.S. imports and local viewing habits—an environment that has traditionally constrained the reach of subtitled foreign shows.
CJ ENM said it will supply Spanish-dubbed versions of two scripted series produced by its affiliates, marking a departure from a distribution model that has relied largely on subtitles. The company is focusing on genre-driven titles such as romantic comedies and family-oriented dramas, formats that have historically traveled well across borders when adapted to local language and consumption norms.
The move, disclosed ahead of Content Americas 2026, is intended to narrow the gap between Korean broadcasts and Latin American releases. CJ ENM said the dubbed versions will be delivered to regional broadcasters and streaming platforms shortly after production is completed, mirroring the compressed release windows that are becoming standard in global television distribution.
Company executives describe the strategy as a structural adjustment rather than a cultural experiment. By aligning its content more closely with local viewing practices, CJ ENM aims to position Korean dramas alongside established U.S. and regional programming, instead of confining them to a subtitled foreign-content tier.
The approach builds on earlier inroads in the region. Last year, CJ ENM secured a dedicated prime-time slot for Korean dramas on Mexico’s Imagen Televisión, creating what it described as the first regular terrestrial television block in the country devoted exclusively to Korean series.
CJ ENM said it plans to expand a multi-format distribution model that combines dubbing and subtitles while deepening partnerships with broadcasters and streaming operators. The company views Latin America as a proving ground for whether Korean scripted content can function as a localized, repeatable television product in markets long shaped by U.S.-led media distribution standards.
