Explore All of K-Culture →
Localized Success in Southeast Asia — Thailand Adaptations · Cultural Sensitivity · Humor Translation
1) Introduction — K-Formats Meet ASEAN Culture
When Korean variety formats entered Southeast Asia, they met a new creative energy. Countries like Thailand, the Philippines, and Vietnam didn’t simply translate Korean shows — they localized the laughter. By blending regional humor, language, and emotion, K-variety became an ASEAN phenomenon, proving that storytelling is most powerful when it’s shared, not copied.
2) Thailand’s Creative Reinterpretation — Running Man Thailand
Running Man Thailand became one of the most successful regional remakes. Produced with SBS licensing and Workpoint Entertainment, it embraced Thailand’s signature high-energy humor and expressive reactions. The hosts’ chemistry mirrored the Korean original’s playful chaos, but adapted to Thai social cues, local jokes, and celebrity archetypes. This balance made it feel authentically Thai yet globally recognizable.
- Visual Style: Brighter color palettes, fast cuts, meme-like captions.
- Audience Engagement: Interactive games and TikTok-style short clips.
- Localization Impact: Boosted Thai tourism branding through filming locations.
3) Philippines Adaptation — “I Can See Your Voice PH”
The Philippines’ version of I Can See Your Voice redefined audience participation. Its mix of humor, live music, and “feel-good empathy” perfectly matched Filipino variety culture. Producers localized jokes, casting energy, and pacing to reflect the nation’s karaoke-driven entertainment DNA. This emotional compatibility turned a Korean idea into a Filipino household favorite.
| Country | Adapted Program | Localization Strategy |
|---|---|---|
| Thailand | Running Man Thailand | High-energy editing, local slang, TikTok cross-promotion |
| Philippines | I Can See Your Voice PH | Music-based empathy, celebrity guests, audience inclusion |
| Vietnam | Hidden Voices Vietnam | Comedic hosts, regional dialect humor, community-based jokes |
4) Humor Translation & Cultural Sensitivity
Humor is the most delicate part of localization. Korean producers work closely with local writers to adapt comedic rhythm while avoiding cultural missteps. The result: content that preserves the original charm but speaks naturally to each market’s humor code. K-variety’s emotional intelligence allowed it to cross linguistic barriers without losing authenticity.
5) Regional Sponsorships and Co-Marketing
Southeast Asian remakes are now part of integrated marketing ecosystems. Local brands co-produce or sponsor episodes, connecting national identity with entertainment. These shows serve as cross-border tourism and branding tools, introducing Korea and ASEAN cultures through shared humor.
- Thailand Tourism Authority: Collaborations with Running Man filming sites.
- Philippine Airlines: Product placement within show travel missions.
- CJ ENM SEA Division: Regional ad-tech integration and OTT distribution.
6) Audience Customization through Data & Platforms
Streaming data from YouTube and regional OTT platforms like Viu and iQIYI SEA help producers adjust humor style, pacing, and tone per country. This data-driven localization shows how AI and analytics are shaping the next wave of cross-cultural entertainment.
7) Legacy — The ASEAN K-Variety Model
Southeast Asia’s adaptations prove that the heart of K-variety lies in emotional flexibility.
By allowing local culture to breathe within the format, Korean shows built
a new regional identity for global entertainment.
From Bangkok to Manila, this shared laughter has become the new language of Asia.
→ Continue reading: Global Remakes & Local Adaptations Series
