Latin America has proven itself to be quite fond of Korean soap operas.

Digiday revealed that the video streaming platform owned by SoftBank, DramaFever, has established a reputation for featuring Korean TV shows and films. In 2015, its viewership in Latin America jumped by 250 percent, moving up from 80 million to 280 million minutes streamed per month from January to December.

At present, 30 percent of DramaFever’s total viewers are from Latin America. After the United States, Latin America has become DramaFever’s biggest market. The video platform claimed that it has a viewership of 21 million uniques every month. DramaFever offers both multiple ad-free subscription and free ad-supported tiers.

There were many factors that reportedly contributed in the popularity of DramaFever in Latin America. The hiring of professional translators, the start of an affiliate marketing program that established Korean fansites in the region and the launch of local-language mobile apps were among the primary reasons for the growth, said Carlos Espana, the video platform’s business manager in charge of the region

“We have plenty of competition from piracy sites and people who are downloading bootleg copies of [Korean] content. By quickly offering shows with translated subtitles, it helped differentiate our product,” said Espana in the same Digiday report.

Espana added that there are very clear cultural differences between Latin telenovelas and KDramas, although there are also factors that link the two together. The two types have plots and melodrama revolving around betrayal and true love. In particular, an evil mother-in-law is present whom viewers love to hate.

Currently, DramaFever provides 270 translated titles on its Spanish version, while its Portuguese version has 240 titles. From 2014 to the end of 2015, its full-time translators have increased from four to 30. Some of the translators can convert Korean to Spanish and Portuguese, which saved more time in acquiring titles for streaming purposes. Mobile also significantly helped increase Latino viewership as DramaFever introduced iOS and Android apps in Portuguese in 2015. Now, 40 percent of viewers in the region watch titles using mobile devices.

According to Variety, DramaFever also recently signed a multi-year agreement with CJ E&M, the largest entertainment conglomerate in South Korea, to have distribution rights to several popular KDrama shows and movies. The agreement includes eight Korean TV dramas and 10 new feature films. There are also over 350 hours of other variety shows and drama.

More updates and details on DramaFever are expected soon.