CJ ENM and MBC Group Sign Long-Term Pact to Expand Korean Entertainment in West Asia and North Africa, a “Natural Next Step” (Exclusive)

MBC GROUP and CJ ENM have signed a long-term strategic partnership to expand top Korean entertainment across the Middle East and North Africa (MENA), bringing together two leading media and entertainment groups with complementary reach across the region and Asia. At the center of the partnership is the launch of a dedicated Tving […]

MBC GROUP and CJ ENM have signed a long-term strategic partnership aimed at expanding premium Korean entertainment across the Middle East and North Africa (MENA), bringing together two leading media and entertainment groups with complementary reach across the region and Asia.

At the heart of this partnership is the launch of a dedicated Tving space at MBC Shahid. This branded space provides audiences across MENA with a destination of choice for premium K content from CJ ENM, Tving and South Korea's leading production studios. RELATED Thai Horror Stories 'Rinrada: The Influential' Showcases Asia-Middle East Deals Around Screamfest Premiere (Exclusive) Keanu Reeves-voiced stop-motion samurai Hidari seeks new partner after US talks stall.

CJ ENM's Sebastian Kim told Variety: "We're already working together, so it's a natural next step. Popular in Variety

"MBC Group has the reach and platforms to connect Korean content with MENA audiences, and we are committed to great storytelling. As a leading local director, MBC Group understands its audience and provides the platforms to reach them."

"It moves us from content delivery to a multi-window, hyper-distribution approach that delivers our content to audiences across multiple platforms and viewing environments."

Representing an expansion from content supply to a broader, multi-platform distribution strategy, it combines distribution with linear channel exposure exclusively through MBC4, creating additional opportunities for Korean content to reach audiences in various viewing environments.

More than 13 new titles are scheduled for release throughout 2026, alongside more than 20 titles from the CJ ENM library. This partnership is multi-year, so the content offering will continue to expand. It includes "My Prejudice My Boss", "The Legend of the Kitchen Soldier", "The Case for Love", "Our World" and more.

All the new titles are going to be available for simulcast on the MBC Shahid app.

Sebastian Kim added, "Arabic dubbing and subtitles will also be available for selected titles. This will make premium Korean content much more accessible to audiences across the region."

He noted that as the global media landscape is rapidly evolving, with audiences moving across platforms and viewing habits constantly changing, long-term partnerships provide a stable foundation.

"This is a multi-year deal and by combining streaming with linear TV, we can reach audiences wherever they choose to watch. It also strengthens the presence of the TVING brand in MENA."

He added: "Korean content has universal stories that audiences around the world can relate to. Many of our dramas are suitable for friends and families to gather together and enjoy. The participation of K-pop stars in some dramas also helps attract a diverse range of audiences. With the availability of simulcasting on Shahid, audiences can follow them. These series are with viewers around the world."

This collaboration was announced at Mipcom.

"Conn brings together the global content community and makes it the perfect stage for a long-term strategic partnership," Kim said.

"This announcement shows that this is more than just a licensing agreement."

“For us, this is more than just a content acquisition announcement,” agrees Tariq Al Ibrahim, head of MBC1, MBC Drama and MBC Shahid Content. This represents a long-standing shared ambition between Shahid and CJ ENM to increase the presence of top Korean entertainment in the Middle East and North Africa.

Its announcement on an international stage shows how interconnected the entertainment industry has become, with stories increasingly crossing geographical and cultural boundaries.

According to Tariq Al Ibrahim, the Korean drama has "already shown strong potential with our audience".

We believe there is an opportunity to take it to the next level. "Working with CJ ENM and Tving gives us a portfolio of premium and fresh Korean series, complemented by an extensive library of established titles."

“What is changing is that we are moving from offering Korean content as individual purchases to building a more consistent and recognizable destination for K-drama fans across MENA.

Our immediate priority is to introduce the new line, strengthen content discovery in Shahid and support that partnership through coordinated marketing and promotional initiatives.

The partnership is a "natural fit" as both companies "strongly believe in the power of storytelling and the ability of great content to travel across cultures."

"CJ ENM has an exceptional track record of developing Korean stories that resonate with audiences internationally, while Shahid has a deep understanding of MENA audiences and how they relate to the content they love," he noted.

Together, we bring complementary strengths: CJ ENM's creative expertise and premium content pipeline, along with MBC Shahid and MBC Group's broader regional reach, audience knowledge, and distribution capabilities.

Ultimately, they share one ambition: to deliver compelling stories to more viewers and create meaningful entertainment experiences.

We see Korean content as an exciting area for growth, and partnering with an established player like CJ ENM allows us to approach this opportunity with greater stability and confidence."

"Our ambition is to make Korean drama a permanent part of our offering, giving existing fans something new to look forward to throughout the year, while introducing the genre to a wider audience across MENA," he added.