Top Spanish-language creators are headed to Advertising Week New York to talk about reaching cross-cultural audiences

Next week, thousands of attendees will gather in Manhattan for Advertising Week New York, a conference that promises it’s “built for today’s changemakers across marketing, media, tech and culture.”

Its four-day schedule is packed with 500+ sessions featuring more than 1,200 speakers, including headliners like beauty vlogger turned CEO Jackie Aina, Hollywood actors Kevin Bacon and Josh Peck, Smosh CEO Alessandra Catanese, YouTube’s prolific “moral philosopher” Dhar Mann, TikTok storyteller Hunter Prosper, Manscaped CEO Marcelo Kertész, and e.l.f. Beauty Chief Brand Officer Laurie Lam.

Among those 500+ sessions is one called Beyond Spanish: the transcultural power of Top Creators. This panel features multiple Spanish-speaking creators who audiences stretch beyond viewers who share their language, including:

• Chingu Amiga, a South Korean creator based in Mexico who has nearly 30 million followers on TikTok, 15 million on YouTube, and 12 million on Instagram
• Paco de Miguel, whose relatable skits won him Comedian of the Year from GQ México, and who has nearly 10 million followers across platforms
• and Nicolás Botero of Los Chicaneros, the Colombian family of four whose group content has brought them 16 million followers on TikTok, 7 million on Instagram, 7 million on Facebook, 6 million on YouTube

They’ll chat with Pati Giezma, CEO of LATAM management agency StayOnSocial, for a chat organizers say will be about “creating content that speaks to the heart of Latin America,” and “how their cultural authenticity, bold storytelling, and savvy content strategies are breaking borders, building loyal communities, and inspiring cross-cultural connections.”

Ahead of their panel, we sat down with Chingu Amiga (aka Sujin Kim) and Paco de Miguel to talk about their experiences as creators and what they’re looking forward to most about Advertising Week New York.

Kim, who was a teacher in South Korea before moving to Mexico, got her start making videos about South Korean culture for a Mexican audience back in 2021. She says she thinks viewers resonated with her videos because “I really love Mexican culture. This feeling, this is my heart, my love for Mexico, and I think my audience could feel that love, and maybe that’s why they love me back.”

Now that she has such a sprawling platform, she thinks she might aim for being an actress in the future, or building a business. But “I already reached a dream I didn’t think [was possible] five years ago,” she says, about creating content.

As for Advertising Week New York, “I was really surprised when I heard the news that I’m gonna be there,” she says. “I’ve worked with Advertising Week LATAM several times, and I got the news that there is a panel where we can talk about the Latin community and how important a Latin audience is, and there is a chance to go. So I was like, ‘I am gonna do everything to go there.'”

She adds that she and her fellow creators want to spur more “union” among Spanish-language creators, “in the U.S. market especially.”

Miguel, meanwhile, says his content took off because in his skits, he portrays “many characters like moms and teachers, cousins and families” that “all sorts of people can identify with,” regardless of what culture they come from. It also helps that these days, YouTube and other platforms offer auto-translation from Spanish into viewers’ languages, so his videos can be watched and understood by people all over the world.

He was inspired to make videos because “all the time, I look at people, I look at what they do. I love to do comedy because people identify with these situations and these types of characters. I knew this when I was six years old and I would imitate teachers in the classroom.”

Fast-forward a couple decades, and one of his first characters was a teacher with a jangling keychain and “big shoes,” he laughs.

“I really enjoy doing this, and it’s amazing that in social media, you can work and you can create a world,” he says.

Like Kim, he was involved with Advertising Week LATAM, and this year got an invite to join the New York iteration of the event. “I was totally very excited to be there. I want to tell people about how, being a Latin American creator, you can touch new people, and people can see you. It doesn’t matter the language, if you do relatable content, all the people around the world can identify with your content.”

Kim and Miguel will both share their stories and advice onstage at Advertising Week New York, alongside hundreds of other creators and experts.

Advertising Week New York runs Oct. 6-9 in THE PENN DISTRICT at 100 W. 33rd St. in New York City. Kim, Miguel, and Botero’s panel takes place Oct. 8 at 3:50 p.m. EST on the Insights Stage.

You can check out tickets here.

Advertising Week New York is a Tubefilter partner.