UNIMÁS Bets On K-Dramas To Target Younger Audiences With Debut Of ‘Goblin'
In a push to attract younger viewers and diversify its programming strategy, UNIMÁS is betting on the global Korean drama phenomenon, bringing K-dramas to its Spanish-language audience for the first time.
TelevisaUnivision's secondary U.S. broadcast network — formerly known as Telefutura — will premiere Goblin, el guardián (Guardian: The Lonely and Great God) on July 9 at 10 pm ET, followed by W, Dos Mundos this fall. Both series will be dubbed in Spanish.
Goblin, el guardián follows Kim Shin (Gong Yoo), an ancient warrior who was betrayed, killed and cursed to live forever as an immortal Goblin until he finds his destined bride to break the curse. When he meets Ji Eun-Tak (Kim Go-eun), a young woman who can see spirits, their love story unfolds alongside supernatural dynamics with a Grim Reaper roommate. Fans of Squid Game may recognize Gong Yoo as the recruiter from the hit Netflix series.
Barbara Musa Ruiz, TelevisaUnivision's SVP of Programming Strategy and Scheduling, says the decision to bring K-dramas to UNIMÁS is rooted in the genre's global appeal and production quality.
"K-dramas stand out due to their high production quality, including impressive cinematography and settings, and visual effects that enhance the viewer's experience, in addition to their emotional stories with surprising twists that will deeply connect with our audiences," she explains.
The selection of Goblin and W, Dos Mundos was intentional.
"These titles reflect the emotional depth and cinematic storytelling that have made K-dramas globally appealing, while aligning with the kind of character-driven narratives that perform well on our network," says Musa Ruiz.
UNIMÁS has already begun promoting Goblin with a 360-degree campaign, aiming to build anticipation and awareness among viewers.
"We aim to offer innovative and culturally enriching content that resonates with our diverse audience, especially the younger demographic, who represent the natural target for this phenomenon," notes Musa Ruiz.
UNIMÁS Looks to Diversify and Evolve
While this marks UNIMÁS's debut in airing K-drama series (Univision has never aired one), Korean content isn't entirely new to Spanish-language television. The now-defunct MundoFox network previously broadcast the Korean drama Escalera al Cielo (Stairway to Heaven) in 2013.
International programming, however, has been a staple for UNIMÁS. The network has aired numerous Turkish series over the years, including Entre Dos Amores (2018), ¿Qué Culpa Tiene Fatmagül? (2020), Pajaro Soñador (2020), Las Mil y Una Noches (2021), La Hija del Embajador (2022), Amor Prohibido (2023), and Pecado Original (2025). Sister network Univision has also embraced Turkish content, airing series starting in 2019.
Musa Ruiz emphasizes that the introduction of K-dramas is a natural extension of UNIMÁS's ongoing commitment to offering diverse storytelling and evolving alongside its audience's interests.
"International content has always played a key role in UNIMÁS's programming strategy. While this marks our first launch of K-dramas, we've previously introduced acclaimed series from Brazil, Colombia, Turkey, and Mexico," she states. "Our mission remains the same: to deliver powerful, relatable stories, no matter where they come from."
The move also serves to differentiate UNIMÁS from its sister network Univision.
"UNIMÁS programming strategy is designed to push creative boundaries, offering diverse content that's distinctive, edgier, and often more experimental in format or origin," explains Musa Ruiz. At the same time, the goal is "to keep viewers engaged within the TelevisaUnivision ecosystem by offering complementary content experiences."
So, why introduce K-dramas now? Musa Ruiz says that after monitoring trends and the global popularity of Korean content over the past decade, particularly in Latin America, the timing felt right.
"In Mexico, for instance, K-dramas have strongly resonated with audiences, providing a solid foundation for introducing this genre to UNIMÁS viewers."
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