Netflix deploys up to 60 specialists per language to bring Korean culture to global audiences

Netflix is stepping up its localization efforts — including subtitles and dubbing — to strengthen the global reach of Korean content, with a focus on conveying not just words but cultural emotion. The company said it typically deploys 50 to 60 specialists to produce a dubbed version in a single language, underscoring its view that even a single word like "oppa" carries layers of cultural meaning that simple translation cannot capture.

Catherine Letarte, Netflix's senior director of global content localization, made the remarks Thursday at the Netflix X Korea Creative Content Agency Global Localization Roundtable held at the Four Seasons Hotel in Jongno-gu, Seoul. "Subtitles and dubbing are not secondary work — they are in effect a 'second production,'" she said.

Letarte pointed to "Physical: 100" as a case study in localization-driven global success. The Mexican version of the show drew 2.5 million views in its opening week and reached No. 4 on Netflix's global top 10 for non-English series. The Italian version entered the top 10 in 27 countries.

"Behind that global expansion is localization work that allows viewers in each country to enjoy the content in their native language," she said. The original Korean version of "Physical: 100" was dubbed in 16 languages, the Italian version in 13 and the Mexican version in 10, while subtitles were provided in up to 32 languages across all versions.

"Squid Game" Season 3 was also cited as an example of large-scale localization, with 37 subtitle languages and 24 dubbed versions produced — the most extensive localization effort for any Korean title on the platform.

Netflix said its localization process takes into account the emotional weight of individual words. The Korean word "oppa," for instance, shifts in meaning depending on whether it is used between family members or romantic partners, requiring more precise handling when rendered in another language.

John Dimita, Netflix's UCAN global English production senior manager, who also attended the event, said words like "oppa" — which have no direct English equivalent — require the relationship between characters to come through via word choice and voice acting.

Netflix also described the specialist workforce it assembles for localization. Letarte said the company can provide dubbing in 36 languages and subtitles in 33, working with 122 partners worldwide. "Typically 50 to 60 people are involved in producing a dub for a single language, bringing expertise in translation, performance, recording, mixing and quality control to capture the essence of the original," she said.

Localization strategies are also tailored to the preferences of each market. France, Germany and Italy tend to favor dubbing, while Sweden, the Netherlands and the United Kingdom lean toward subtitles, and Netflix adjusts its approach accordingly. Sander van der Poel, Netflix's EMEA content localization director, said language and content consumption habits vary widely by country. "It is important to consider and deliver even the choice between subtitles and dubbing," he said.

Netflix said these efforts have helped 80 percent of its global members watch Korean content, and that more than 200 Korean titles have reached the Netflix global top 10.

Netflix also stressed that human-led localization remains essential in the age of AI. "AI can assist with the work, but it is only a tool that supports specialists," Letarte said. "Localization is an art that requires human emotion and creativity — AI cannot replace that."