Lifestyle
From ‘The Sympathizer’ to ‘Past Lives,’ American Audiences Warm to Subtitles
The sequence is emblematic of a significant shift in how Asian languages are featured in American film and TV.
Just a few years ago, when his Korean dark comedy “Parasite” won the 2020 Golden Globe for Best Foreign Language Film, the writer and director Bong Joon Ho ribbed Americans for their aversion to “the one-inch-tall barrier of subtitles.”
Bong Joon Ho and his interpreter, Sharon Choi, at the Golden Globe Awards in 2020.
Paul Drinkwater/NBCUniversal Media, via Getty Images
But in 2024, “The Sympathizer” is among a growing number of American works — including the recent prestige films “Minari” (2020), “Past Lives” (2023) and “Everything Everywhere All at Once” (2022); the television epics “Pachinko” (2022) and “Shogun” (2024); and the family-friendly series “Ms. Marvel” (2022) and “American Born Chinese” (2023) — that use Asian languages to bring additional depth and nuance to their stories.
“I don’t think it is just a temporary blip,” said Minjeong Kim, the director of the Center for Asian and Pacific Studies at San Diego State University. “The trend has shifted.”
It’s a startling evolution from how Asian languages have typically appeared on American screens. Don McKellar, the co-creator of “The Sympathizer,” said that after the show’s multilingual writing staff watched the 1978 Vietnam War film “The Deer Hunter,” there was confusion about what language that film’s Vietnamese characters were even speaking.
“No one could understand them,” he said. “They were either Thai speakers who had been given a word or two of Vietnamese or they were just speaking Thai with a ‘Vietnamese’ accent.”
McKellar has seen a shift, though. When he wrote the 1998 film “The Red Violin,” which has dialogue in several languages including German, French and Mandarin, he had to tally up the percentage of English dialogue to reassure studio executives who were nervous about a Western audience’s tolerance for subtitles.
“It was one of those understood things,” he recalled. But with “The Sympathizer,” which has long stretches in Vietnamese, “I never had to count.”
“The Sympathizer”
Hopper Stone/HBO
Nowadays, some 50 percent of Americans would prefer to watch videos with subtitles regardless of the language they’re hearing. Videos on social media are increasingly closed-captioned and, as sound mixing becomes more complicated across devices, the near universal accessibility of subtitles — a rarity before the rise of streaming — has made them more of a boon than a barrier.
The internet’s broad entertainment ecosystem has also diversified the American media palate. “YouTube, social media, TikTok, those things that are really open — people can actually access and be exposed to content in different languages,” Kim said. That means “they might be less reluctant to watch movies or TV shows that have different languages.”
Many experts point to Netflix’s 2021 hit series “Squid Game,” a Korean import, as an early catalyst. The monumental success of the dystopian thriller, which is the platform’s most-watched show, took even the streamer by surprise. “You have a non-English show, a Korean show, that ends up being the biggest show in the world ever,” said Bela Bajaria, the chief content officer for Netflix, whose overall subscriber base is largely outside of the U.S. “We did not see that coming.”
“Squid Game” topped a growing wave of non-English worldwide hits, such as the Spanish “Money Heist” and the French “Lupin.” The success of these projects helped shift the industrywide perception of non-English dialogue: Where it was once seen as a liability, it became an asset — a change that coincided with a rising number of Asian and Asian American filmmakers helming major Hollywood projects.
“Amazon is all over the world and they are trying to tap into international audiences,” said the filmmaker Lulu Wang, whose recent Prime series, “Expats,” takes place in Hong Kong and has portions in Cantonese, Mandarin, Tagalog, Punjabi and English. “So the word they kept using was: ‘We see this as a global show for us.’”
The making of “Expats” was a stark contrast to Wang’s experience pitching her acclaimed 2018 film “The Farewell,” she said. Back then, skeptical executives asked her to relocate the story, which is set primarily in China, to New York and translate a majority of the dialogue from Mandarin into English. Wang refused.
“There was just this constant awareness that we were doing something that was on the periphery and that was in the margins,” she said. “And in order to make it successful, we had to find a way to take it out of the shadows and bring it into the light.”
The market, it seems, has changed. This year’s FX/Hulu adaptation of the James Clavell novel “Shogun,” a heavily subtitled series that includes Japanese and English dialogue, notched one of Disney’s most watched debuts. While much of the show’s political and emotional intrigue is managed through the act of translation between characters, its predecessor, a 1980 series adaptation, was mostly in English and didn’t even bother subtitling its sparse Japanese lines.
Across many films and series about Asians and Asian Americans, language is increasingly used as a world-building tool. On “The Sympathizer,” McKellar said, there was a committee of people across all levels of production that was meticulously tweaking the Vietnamese dialogue.
“The Northern accent and then the Southern accent, they’re vastly, vastly different,” said the show’s star, Hoa Xuande, who plays a spy for the North who is planted in the South. Then, he added, there were prewar and postwar accents that had to be accounted for.
These finer details of language are, in other words, positive markers of stories told with “authenticity,” that vaguely praiseworthy term that nevertheless is viscerally felt when, for instance, you hear the “Chinglish” patter, a mélange of Mandarin and English, between Michelle Yeoh and Ke Huy Quan in an early scene in “Everything Everywhere All at Once.” Their back-and-forth, dancing seamlessly in and out of English midsentence, is a mode familiar to most Asian Americans — 66 percent of whom speak a language other than English at home.
“Everything Everywhere All at Once”
Allyson Riggs/A24
Still, authenticity can be an abstract badge of honor. Multiplicity of language is most interesting when it’s used to progress these stories — to ratchet up tension, to encase or reveal secrets, to create emotional resonance, to reflect or deflect identity.
One of the most affecting uses of foreign language can be found in the 2023 film “Past Lives,” an Oscar nominee that its star Greta Lee, who plays Nora, said was a story about how to “capture identity through language.”
Nora’s Korean slowly shifts and loosens from the start of the film to the end, Lee said, as she reconnects with her childhood sweetheart, Hae Sung. On their first call, “she’s been living in New York for X amount of years, she doesn’t really speak Korean anymore,” Lee explained. But as their connection rekindles and her Korean becomes more fluent, it’s as if Nora is slowly unearthing her past self.
Lee worked with Sharon Choi, who gained recognition as Bong Joon Ho’s interpreter during the international press run for “Parasite.” Rather than being a traditional dialect coach, Choi explored speech patterns with Lee that were crucial to communicating her character’s journey.
“My priority wasn’t getting a particular accent,” Choi said. Instead of focusing on technical proficiency, “I was approaching this language from a storytelling perspective.”
The evolution of Nora’s Korean helps define a progression of playfulness, curiosity and eventually heartbreak as she revisits an old language, an old friend and an old life. These layers of storytelling do not register with English-speaking audiences, but for those who do speak Korean, they add depth to the film.
“You dream in a language I don’t understand,” Arthur, Nora’s American husband, wistfully tells her at one point about her sleep talking. “It’s like there’s this whole place inside of you where I can’t go.”
The Late Show with Stephen Colbert on Monday May 18, 2026.
Scott Kowalchyk/CBS Broadcasting Inc.
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Scott Kowalchyk/CBS Broadcasting Inc.
The Late Show With Stephen Colbert comes to an end this week amid a lot of changes in the business and the country. Some of the sources of tension include the economics of late night, the approaching merger of Paramount and Warner Brothers, and President Donald Trump’s constant criticism of late-night hosts. But for Colbert’s fans, it’s the end of a friendly, funny, candid show. So we’re talking about the legacy of Stephen Colbert in late night.
Kars4Kids advertisements, like this TV commercial on a hot-pink set, feature children turning the charity’s phone number into a catchy jingle. But they do not disclose that most of the proceeds go to a Jewish nonprofit that supports programming for young adults.
Kars4Kids/Screenshot by NPR
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Kars4Kids/Screenshot by NPR
The “Kars4Kids” jingle — with its chipper melody and high-pitched, pre-tween singers — has been wedged firmly in many Americans’ heads for two decades. But it may soon go off the air in California after a judge banned it for being “deceptive.”
Judge Gassia Apkarian of the Orange County Superior Court ruled earlier this month that the ad violates California’s laws against unfair competition and false advertising because it does not disclose Kars4Kids’ religious affiliation.
The case has put the jingle — and the charity behind it — in the headlines. And it inspired us to check in on some other nostalgic favorites (more on that below).
The Kars4Kids case, explained
Kars4Kids says it gives most of its proceeds from used-car donations to Oorah, an Orthodox Jewish nonprofit based in New Jersey that provides opportunities like summer camps, adult matchmaking services and trips to Israel.
Kars4Kids makes the connection to its “sister nonprofit” clear on its website, though not in its infamous jingle: “1-877-Kars4Kids / K-A-R-S Kars for Kids / 1-877-Kars4Kids / Donate your car today.”
That omission prompted California resident Bruce Puterbaugh to sue Oorah in 2021.
According to the judge’s order, Puterbaugh testified that he donated a 2001 Volvo station wagon after hearing the Kars4Kids advertisement “over and over,” believing the money would benefit California kids in need. Puterbaugh, a self-described “not a computer person” in his 70s, said he never visited the charity’s website and only learned the truth from a casual conversation with his Lake County neighbor after the car was picked up.
“He testified that he felt ‘taken advantage of’ upon discovering — only after the donation — that the funds did not stay in California but supported a specific religious mission in the Northeast,” Apkarian wrote.
The neighbor, Neal Roberts, is a lawyer who went on to represent him in the case. Roberts told NPR that the ad — which has aired on the radio since the turn of the millennium and on TV since 2014 — is ubiquitous in California. But he said Apkarian, the judge in the case, doesn’t watch TV and hadn’t heard the jingle until it was played at the four-day trial in November.
“She heard it the first time, and then she heard it the second time, and then the rule in the court was, ‘Do not play that jingle again,’” he said with a laugh. “So I thought that gave us some idea that we might have a chance.”
According to the judge’s order, Kars4Kids’ Chief Operating Officer Esti Landau confirmed at trial that the charity’s primary function is not helping economically disadvantaged children but “Jewish kids and families throughout their lives.” She said the charity has “no functional programs in California beyond a ‘backpack giveaway’ characterized as a branding exercise,” the judge wrote.
Landau confirmed on the stand that in 2022 — among other expenditures — Oorah transferred $16,500,000 to North Africa and the Middle East, and spent $16.5 million to purchase a building in Israel. She testified that while the Kars4Kids ad features kids ages 8 to 10, the programs Oorah funds “often target young adults (17-18) and matchmaking as well as Jewish families.” And she conceded that a donor would “have to go to the website” for that information.
Neither Kars4Kids nor Oorah responded to NPR’s requests for comment. But in a lengthy statement on its website, Kars4Kids said the judge mischaracterized its work and its testimony at trial.
“Kars4Kids’ ads have one purpose: to remind listeners that Kars4Kids offers a quick and easy way to dispose of an unused vehicle,” it wrote. “The ads are targeted to vehicle owners, not specifically to people considering donating to charity.”
The charity said “helping children often means engaging parents and families as well,” and stressed that its mission and religious affiliation are prominently stated on its website.
But the judge ultimately sided with Puterbaugh, writing that “a reasonable consumer is not required to be ‘computer savvy.’” She gave the charity 30 days to stop airing the ad in California unless it is updated to include an “audible disclosure of its religious affiliation and the geographic location of its primary beneficiaries and the age of the beneficiaries.”
The judge also ordered the charity to pay Puterbaugh $250, the value of the car he donated, though acknowledged that “money cannot ‘un-donate’ a car or restore the donor’s belief that they were helping a local, needy child.”
Kars4Kids says on its website that it plans to appeal the ruling, which it said is “deeply flawed, ignores and misrepresents the facts that were presented at trial, and misapplies the law.”
The charity also called the case as “a lawyer-driven attempt to siphon off charitable funds for their own gain.” Roberts dismissed that accusation, saying the only money his client stands to gain is the $250 for the car and lawyers’ fees. The bigger win, he said, is putting Kar4Kids — and potentially other charities nationwide — on notice about the consequences of false advertising.
“I think anyone who knows the facts would think that there was wool being pulled over people’s eyes,” Roberts said.
Where are they now?
J.G. Wentworth’s catchy “Viking Opera” commercial, featuring elaborately costumed, structured settlement-winning opera singers in need of cash, has been airing on and off since 2008.
J.G. Wentworth/Screenshot by NPR
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J.G. Wentworth/Screenshot by NPR
This story sent us down a head-bopping rabbit hole of nostalgic jingles, confirming they never truly leave the depths of your brain. And it turns out, some of them are — in a sense — new again.
Remember Zoo Pals, the early-aughts, dipping sauce-friendly paper plates shaped like animals (pig, bee, frog, duck) that, per their peppy theme song, “make eating fun!”? Hefty discontinued the onetime birthday-party staple in 2014, but brought the plates back in 2023 — and has also introduced disposable cups and plastic bags in the years since. No word yet on whether the commercial might make a comeback too.
Folgers, the coffee brand, has had people humming “The best part of wakin’ up / is Folgers in your cup” since the cozy jingle first aired in 1984. Its various iterations have managed to hold viewers’ attention in the years since (the 2009 sibling version inspired a slew of parodies and fan fiction). In 2021, public performance royalties for the song — which is actually titled “Real Snowy Morning” — were auctioned off online. The winning bidder, identified as “Josh C.,” paid $90,500.
And earlier this year, the brand released remixed versions of the ad, fusing the original jingle with several popular wake-up songs spanning genres and generations (including the Everly Brothers’ “Wake Up Little Susie” and “Bring Me to Life” by Evanescence).
Just this week, comedian John Oliver parodied JG Wentworth’s Viking opera (“877-cash-now”) jingle for an episode examining the structured settlement factoring industry. Oliver’s version, warning people to be skeptical of such companies, features stars like singer Megan Hilty, actor Victor Garber and Larry David, in a nod to the original earworm’s prominent cameo in the final season of Curb Your Enthusiasm.
Sometimes a jingle outlives the very thing it’s advertising. Consider: “I’m a Toys R Us Kid,” the toy store ditty belted enthusiastically by generations of trike-riding kiddos since the 1980s. The franchise shuttered due to bankruptcy in 2018, though it has since been partially revived through a partnership with Macy’s. The jingle has staying power — much to the delight of prolific thriller author James Patterson, who helped write the lyrics in his early career in advertising.
“That’s a big moment in my life,” Patterson said when asked about it in a 2024 appearance on Live with Kelly and Mark. “That’s a fun one, and kids obviously loved it. And we do remember it, which is great.”
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