Prime Video and Korean powerhouse CJ ENM have struck a multi-year distribution deal that will bring a slate of premium K-content to the streamer’s viewers.
The pact, unveiled today at the WAVES Bazaar, the market component of the World Audio Visual & Entertainment Summit (WAVES) in Mumbai, gives the streaming platform worldwide rights (excluding Korea and China) to both new and library titles from the Korean entertainment powerhouse.
The agreement kicks off with the fantasy romance “Head Over Heels,” premiering in late June, followed by additional exclusive titles throughout 2025 and 2026. Prime Video will also add fan-favorite shows from CJ ENM’s catalog, including the romantic comedy “Her Private Life,” “Another Miss Oh,” and the detective thriller “Mouse.”
A key component of the strategy involves enhanced accessibility through subtitles in 28 languages and dubbing in 11 languages for all new Korean content launches.
“This strategic collaboration with CJ ENM reinforces Prime Video’s commitment to bringing the best of Korean entertainment to our customers worldwide,” said Kelly Day, head of international and VP, Prime Video. Day highlighted the “borderless appeal” of Korean storytelling, noting the “phenomenal success” of shows like “Marry My Husband” and “No Gain, No Love,” which ranked among 2024’s top 10 most-watched non-English language international originals for the streamer.
Gaurav Gandhi, VP of APAC and MENA at Prime Video, underscored the service’s ambition to be “the first-choice entertainment hub for consumers,” offering “the best of global content, to popular stories from Asia.”
For CJ ENM, the deal represents an opportunity to expand its international footprint. “We’re thrilled about this partnership with Prime Video, which allows us to bring our unique Korean stories to an even broader global audience,” said Jangho Seo, executive VP of CJ ENM’s content business division.
Seo also pointed to the success of titles like “Marry My Husband” and “No Gain, No Love” on Prime Video as evidence of “the universal appeal of our storytelling.” He added that Prime Video’s “extensive global reach and strong commitment to multi-language subtitles and dubbing strategies” will make CJ ENM’s upcoming titles “even more accessible and enjoyable for audiences across cultures and languages.”
CJ ENM, celebrating its 30th anniversary this year, has been a major force in the global expansion of Korean entertainment, with successes including the Oscar-winning film “Parasite,” hit TV series “Queen of Tears,” and the formation of K-pop group Zerobaseone.
Also present at the signing was David Simonsen, director, Southeast Asia and MENA, Prime Video.
The Prime Video deal was one of a series of announcements on day 3 of the WAVES market that also included the confirmation of “Devi Chowdhurani” as the first Indian film to secure official Indo-U.K. co-production status; the launch of “Violated,” a film by Dimple Dugar; and a proposed Indian film festival in New Zealand.
Other deals and announcements at the market include film “Khidki Gaon” locking a post-production and VFX deal with Busan’s Asian Cinema Fund and Broadvision Perspectives (India) and Fabrique d’Images Group (Europe) formalizing a €30 million ($34 million) co-production agreement spanning four animated features. Mark Mertens, COO of FDI Group, and Sriram Chandrasekaran, founder and CEO of Broadvision, signed the deal under Indo-French and Indo-Belgian treaty frameworks.
Amanda Groom, founder and CEO of The Bridge (U.K.), and Munjal Shroff, co-founder of Graphiti Studios (India), inked an MoU to co-develop a slate of factual series exploring India’s colonial history. And, TV Asahi unveiled an extensive “Shin chan India Year” initiative. The campaign includes the May 9 theatrical release of “Shin chan: Our Dinosaur Diary,” followed by a Diwali festival 2025 premiere of “The Spicy Kasukabe Dancers in India.” Fan engagement events are scheduled at both Anime India (August) and Mela Mela Japan (September).
The online component of the market was launched in January and has attracted 8000 buyers, 4000 sellers, 1,500 projects and 3000 scheduled meetings, according to Prithul Kumar, joint secretary at India’s Ministry of Information and Broadcasting. The physical market in Mumbai has done business worth INR8 billion ($95 million), Kumar said. The success of the market has seen it being extended by a day.
The market is in partnership with the Federation of Indian Chambers of Commerce and Industry (FICCI).
