Samsung Dives into K-Drama World with ‘All Under Control’ – A Latin American First
Mexico City, July 18, 2025 – In a bold move that signals a significant shift in its marketing strategy, Samsung is set to premiere its first original K-Drama, “All Under Control,” on July 21st. This four-episode miniseries, created specifically for the Latin American market, isn’t just entertainment; it’s a carefully crafted narrative designed to showcase Samsung’s technology as an integral part of modern life. This is breaking news for tech and entertainment enthusiasts, and a fascinating case study in brand storytelling for SEO professionals.
A Love Story Powered by Smart Technology
“All Under Control” centers around Yun-A, a career-driven executive played by Korean-Brazilian actress Sharon Cho, and Ji-Hon, an undercover heir portrayed by influencer Raphael Chung. Trapped together in a smart home during a storm, their “enemies to lovers” dynamic unfolds amidst a backdrop of cutting-edge Samsung technology. The house itself is a character, equipped with the latest Samsung products, AI, and connectivity features. Each five-minute episode promises a blend of romance, lightheartedness, and a subtle demonstration of how Samsung’s ecosystem can enhance everyday experiences.
Why K-Dramas and Why Latin America?
Samsung’s decision to embrace the K-Drama format isn’t accidental. Latin America is experiencing a surge in K-Drama popularity, second only to the Asia-Pacific region, with a remarkable 17% of users expressing a preference for the genre. Among Mexico’s Gen Z population, that number jumps to a striking 39%. This trend, highlighted in a recent BB Media report, makes the region a prime target for culturally relevant content. But it’s more than just following a trend; it’s about understanding how audiences *consume* stories. K-Dramas are known for their emotional depth, visually appealing aesthetics, and relatable characters – qualities that resonate deeply with viewers.
Beyond Advertising: Experiential Marketing and the Power of Storytelling
Milene Gomes, Retail Director and SmartThings of Samsung for Latin America, explains the strategy: “We want to show our innovations, products and services in formats that create a real connection with people. When we use entertainment as a medium, we manage to convert experience into experience, not only into advertising.” This approach represents a move away from traditional advertising and towards experiential marketing, where the brand becomes woven into the fabric of the narrative. It’s a smart play, especially in a market saturated with advertising noise. This also has significant implications for Samsung’s SEO strategy, as engaging content naturally attracts backlinks and improves search rankings. The miniseries will be available on the Samsung Mexico YouTube channel and, starting August 18th, on demand through the free streaming service Samsung TV Plus (compatible with Samsung Smart TVs from 2017 and select refrigerators).
The Rise of Branded Entertainment: A Trend to Watch
Samsung isn’t the first to experiment with branded entertainment. The success of Coração da Selva’s previous Brazilian K-Drama, “Through the Closet” (HBO Max, 2023), paved the way for this venture. This trend reflects a broader shift in the marketing landscape, where brands are increasingly recognizing the power of storytelling to build emotional connections with consumers. Expect to see more companies investing in original content, blurring the lines between entertainment and advertising. The key will be authenticity and relevance – creating stories that genuinely resonate with the target audience, rather than simply serving as vehicles for product placement.
“All Under Control” isn’t just a K-Drama; it’s a calculated move by Samsung to tap into a growing cultural phenomenon, strengthen its brand image, and demonstrate the seamless integration of technology into everyday life. It’s a fascinating example of how brands are evolving their marketing strategies to meet the demands of a more discerning and digitally savvy audience. Keep an eye on Archyde for further updates on this developing story and in-depth analysis of the branded entertainment landscape.
