Windows store installation ended up being Korean

So I bought the game on disc, but since I don’t have a DVD-drive on my PC (it’s 2017) I decided to download the game from the xbox or windows or whatever store or market place (the manual refers to a ‘Windows Marketplace’, which turns out to be the ‘Microsoft Store’…I wouldn’t be surprised if they start calling it the ‘Xbox Play Anywhere Store’ next).
The game starts downloading at an incredibly sluggish pace. It took about 4h to download, so long I forgot about it until it finished. Funny how Steam, GOG, Origin or uPlay don’t have any issues that this one has.
All was good though, until I noticed everything’s in KOREAN. There was no prompt before I downloaded on language, just destination HD.
I’m not in Korea, I’m not using a VPN either. Although I can ‘read’ Korean just fine it’d be nice to understand everything without that much effort!
Tips on how to change the language or for future reference how to DL and install games in English would be appreciated.