With the development of the internet, global brands' advertising campaigns can now reach customers all over the world who use social media. To help more viewers understand the content, more and more video ads are being added that are not only local language subtitled but also English subtitled. However, little is known about how foreign-language subtitles influence consumer behavior in a digital context. The purpose of this research is to find out how non-native language consumers react to foreign-language subtitles on video advertisements. Three subtitle conditions are used in this study to compare consumer reactions to subtitled video ads in Japan (Japanese subtitled group, English subtitled group, and both languages subtitled group) with a sample of college students (n=370). The findings revealed that there is no significant difference in attitudes toward the advertisement and the brand among the three groups. However, when it came to ad entertainment, the Japanese subtitled group had more positive attitudes than the English subtitled group. The findings predict the presence of subtitles in the mother tongue produced a more entertaining feeling from the content in certain condition, when consumers are with a low level of the English proficiency.