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This feature need to be unlocked first it seems, I don't know how.
Language > FG/BH cabinet voice language settings > SET TO Custom
Thank you!
It's one of the very first thing I did first time I launched the game and realized they had Ryu speaking english.
No matter how cool or interesting or fun it is in Tekken you're always going to end up with a large number of people who prefer being able to understand the audio regardless of how inaccurate it may be.
Look at the Yakuza series. The first game got an English dub but for the longest time subsequent games in the series never did because it was too costly. It wasn't until after Yakuza has started becoming more popular in the US that they did an English dub with Yakuza 7.
You might say "There's no point to an English dub with something like Yakuza because it's so Japanese" and normally I'd agree but there is obviously enough of a demand or desire for it that Sega is willing to spend the money to dub the games now in order to boost sales in a way they previously weren't willing to do.
It really doesn't gain Capcom or SF anything in the end as cool as it would be to see. A larger majority of people will always want it in English or Japanese than the audience that wants every character speaking their native language.
You should also take a second and ask why Tekken is the only fighting game series that does it despite other fighting game series like Street Fighter, Soul Calibur, Virtua Fighter, Dead or Alive, Guilty Gear, etc, all featuring a cast of world warriors as well.
Something like:
Options > Character Language > Classic i.e english/japanese or Modern i.e world.
And the other series, save for Soul Calibur, don't really portray the place of origin of the characters as Street Fighter does.
Plus Virtua Fighter is dead. It doesn't even count.
It doesn't benefit Capcom in any way to do it. They're not going to sell a million more copies of the game. Capcom has an official stance on the subject and that's that you're hearing the characters through a filter.
Again, ask yourself why Tekken is the only game series that does this? Why don't other video game series do this? Do you think it might have something to do with the fact that not only is it incredibly difficult to coordinate all of it but maybe because there's also no financial gain in doing so either?
SF doesn't always put it front and center either. How overtly do they portray that Juri is Korean?
It doesn't matter if it's dead because it was still very much alive when Tekken started doing it and they like every other fighting game series, Tekken aside, decided it wasn't worth doing.
Mortal Kombat has characters not only from all around Earth but different realms yet they all speak English and that's perfectly ok with everybody and has been for years.
You don't have much of an argument here when Tekken is literally the only thing doing it. Again, take a moment and think about why Tekken is the only thing that does it?