Streaming’s most reliable growth engine is no longer the prestige drama — it’s the unscripted format that can be replanted in any market for a fraction of the cost. Korea has spent five years proving it, turning dating and survival reality into its most exportable product, and Amazon has been quietly stockpiling the rights. Its latest move takes CJ ENM’s breakout ex-couples format and drops it into Brazil, the first time the show has traveled beyond Asia — a bet that a very Korean idea about heartbreak translates anywhere there’s a couch and an ex.

As Deadline first reported, CJ ENM has struck a deal to adapt EXchange as a Brazilian Prime Video Original. Locally it will carry a different name — Prime Video Brazil is launching it as Oi, Sumido! — and it is produced by Amazon MGM Studios together with the Brazilian outfit Formata. The international trade framing folds it into the format’s best-known brand, but the show Brazilian viewers will actually search for is the local one.

The hire underneath the deal is the real headline. Directing is José Bonifácio de Oliveira Sobrinho — Boninho — the producer who built and ran Big Brother Brasil at Globo for two decades and effectively wrote the grammar of Brazilian reality television. His arrival at Amazon is its own story about streamers poaching broadcast’s reality kingmakers, and the Brazilian version leans on that pedigree with a fixed celebrity panel, the “Galera do Sofá,” brought in to narrate and needle the contestants.

EXchange — 환승연애 in Korean — has been a TVING original since 2021, one of the platform’s biggest unscripted hits. Its premise is deceptively cruel: five former couples share a house without revealing who dated whom, forcing the group to relitigate old breakups while new attractions form. Japan already turned it into Love Transit, which has run three seasons on Prime Video; Brazil’s edition makes it the first adaptation outside Asia, and the first rebuilt around Latin American emotional registers rather than East Asian restraint.

The logic is straightforward. Brazil is Amazon’s largest Latin American market and one of the most reality-saturated television cultures on earth — much of it built by the very man now directing for the competition. A proven format plus a homegrown architect is cheaper and less risky than inventing an original, and it hands Prime Video an instantly legible local tentpole.

Filming begins in September in São Paulo and the mountain town of Campos do Jordão. Prime Video has not yet set a premiere date.

For twenty years Boninho taught Brazil to spend its nights watching strangers fall in and out of love on Globo. Now he’s building the same ritual for the company trying to take those nights away.

Tags: Prime Video, Boninho, CJ ENM, EXchange, Oi, Sumido!, reality-format-deal

Prime Video takes Korea’s ‘EXchange’ to Brazil, and hands the remake to Big Brother’s Boninho

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