Acclaimed TV show “South Park” is preparing to return to the airwaves next week fresh off an Emmy win and sporting a new name.

Starting on Sept. 16, the animated series will go by “South America,” marking the show’s first rebrand in 29 years, according to a press statement. Creators Trey Parker and Matt Stone said they were “inspired by the bravery and patriotism of Apple and Google,” which recently renamed Lake Ontario on the U.S.-Canada border as Lake America on their maps, following an executive order from President Donald Trump.

The move is obviously in jest, but it sets the stage for its upcoming 29th season and alludes to where the plot might go next. The show, started in 1997, traditionally follows four foul-mouthed boys on their adventures across Colorado, where Parker and Stone grew up. In recent decades, it’s become a mirror hilariously reflecting American pop culture — and that includes politics.

“South Park” last aired in 2025 and drew its best ratings in years as it satirically riffed on current events involving the Trump administration, U.S. Immigration and Customs Enforcement, and the Federal Communications Commission.

Resounding praise not only came from viewers. Over the weekend, the season 28 premiere, titled “Sermon on the ‘Mount,” won “South Park” the Emmy for Outstanding Animated Program during the first ceremonies of the 78th annual awards. (The rest of the Emmys will be awarded during a broadcast on NBC next Monday.) That episode, which ends with an AI-generated video of a naked Trump wandering through the desert, also drew a response from the White House at the time it aired.

Trump’s recent executive order renaming Lake Ontario came amid an escalating trade war with Canada. While companies like Apple and Google were quick to update the name on their maps, the old-school favorite MapQuest declined to, sending downloads of its app surging. (Yes, apparently MapQuest still exists.)

Will this cartographic drama play out in cartoon form? Tune in to “South Park,” nay “South America,” on Sept. 16 to find out. Episodes air Wednesdays on Comedy Central and are available to stream the following day on Paramount+. Additional new episodes are scheduled for release on Sept. 30, Oct. 14, Oct. 28, Nov. 11, and Nov. 25.

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