Industry

CJ ENM used the B2B program at 2026 K-EXPO MEXICO to outline its approach to expanding Korean content across Latin America, highlighting localization and FAST as key elements of its regional strategy. Held on September 25, the session brought together Sehee Jang, Head of Business Development at CJ ENM; Minjae Lee, Manager of CJ ENM’s Localization Team; and Aaron Castellanos Alvarado, Senior Business Development at Samsung TV Plus. CJ ENM also highlighted Korean titles that have found audiences in the region, including Dear X, True Beauty, Lovely Runner and Hotel Del Luna.

A central case study was The Legend of Kitchen Soldier, illustrating how localized production can support international distribution. For Latin American markets, CJ ENM created Latin American Spanish and Brazilian Portuguese versions of the series’ on-screen motion graphics, alongside dubbed audio in each language. By adapting both dialogue and game-style visual elements, the company aims to provide viewers with a more fully localized experience while giving distribution partners versions tailored to individual markets.

The company also outlined its genre-focused FAST strategy in Mexico, where its channels on Samsung TV Plus include a K-pop channel and K Novelas en Español, dedicated to Spanish-dubbed Korean dramas. The channels are designed to help audiences discover Korean content through familiar genres while offering local-language viewing options. During a conversation moderated by Jang, Castellanos Alvarado discussed viewing habits and the opportunities for FAST channels in Mexico and the wider Latin American market, with the panel examining how content, localization and platform programming can work together to reach local audiences.

“Korean content has built a truly global audience, and we continue to see growing interest across Latin America. CJ ENM has played an important role in bringing Korean entertainment to viewers around the world, and we are very pleased to strengthen our partnership with them. Together, we can bring audiences closer to the breadth and diversity of Korean storytelling, while making it easier to discover new stories, genres and talent through Samsung TV Plus” said Aaron Castellanos Alvarado, Senior Business Development at Samsung TV Plus.
“In Latin America, the next phase of growth for K-content will depend on how effectively we adapt the viewing experience to local audiences and make content easy to discover across platforms,” said Sehee Jang, Head of Business Development at CJ ENM. “We will continue to refine our regional strategy through localization and partnerships with local platforms, making K-content easier for audiences to discover and enjoy.”