Under the Queen's Umbrella

- Features a 6-title lineup of Thai remakes based on mega-hit Korean IPs, including <Good Doctor> and <Dear My Secretary>

- All episodes to be available starting July 2 via Amazon MX Player India

- Expanding presence in India with a versatile genre lineup from romance to thriller and sci-fi

CJ ENM is growing its global content footprint and strengthening its presence in key local markets.

CJ ENM Hong Kong has announced that all episodes of six Thai drama series produced by its local joint venture, True CJ Creations, will be available in India starting July 2 on Amazon MX Player, a free, ad-supported streaming (AVOD) platform. The lineup features highly competitive content enriched with unique Thai perspectives, such as <Good Doctor> and <Dear My Secretary>, as well as <23:23>(based on ‘Signal’), <Start-Up>, <Happiness>, and <Thank You Teacher>(based on ‘Black Dog’).

The six Thai series supplied to Amazon MX Player will feature Hindi dubbing and English subtitles, taking into account the diverse viewing conditions and cultural characteristics of the Indian market.

This milestone follows last year’s successful distribution of 18 K-content titles, further strengthening the partnership between the two companies and driving the global reach of Korean IPs. Featuring a diverse lineup of romance, thriller, and sci-fi, this deal moves past a conventional licensing agreement to demonstrate how effectively Korean formats can be adapted and how Thai productions can successfully appeal to international audiences.

"With the global demand for Asian entertainment consistently growing, we have pursued diverse content strategies, such as strategic alliances and localizing formats," said a representative from CJ ENM Hong Kong. "We will continue to focus on unlocking new global market opportunities by combining highly successful Korean formats with outstanding Southeast Asian storytelling."

- Sharing Industry Insights Ranging from K-Entertainment’s Global Success Strategies to Global K-POP Content Platforms and AI-Driven Tech Innovations

- Key Executives and Creators from CJ ENM, Mnet Plus, and Studio Dragon Gather to Discuss the Future Direction of the Streaming Industry

- “Accelerating the Global Expansion of K-Content Based on Differentiated Content Competitiveness, Platform Capabilities, and Technological Innovation”

CJ ENM participated in the Korea International Streaming Festival (KISF) 2026, sharing its future growth strategies and global expansion vision for K-content.

On June 18, CJ ENM participated in the ‘2026 International Streaming Summit: Streaming Beyond Borders,’ a core program of the KISF held at the Busan Cinema Center’s Haneulyeon Theater. During the summit, the company shared its insights into the global competitiveness of K-content and discussed the future direction of the content industry. The event brought together content creators, platform representatives, and industry experts to explore sustainable growth strategies for K-content within the rapidly evolving global media landscape.

During the special session titled ‘The Global Success Strategy of K-Variety Shows,’ CJ ENM shared insights into how Korean variety shows have transcended local boundaries to become a core driver in the global format industry, while outlining its future path of development. Sehee Jang, Head of Business Development & Global Awards at CJ ENM, moderated the session. The panel featured Sun-young Lee, Chief Producer (CP) of Mnet's <Couple Palace>; Won-woong Lee, CP of tvN's <I Am Boxer>; and Professor Jung-hwan Kim of Korea University's School of Media and Communication

Professor Jung-hwan Kim of Korea University, who attended the panel discussion, highlighted this transformation, stating, “From <I Can See Your Voice> in the past to the recent success of <Couple Palace>, Korea has completely transformed. We are no longer a market that benchmarks overseas formats, but one that actively leads and proposes global format trends.” He further advised, “For K-entertainment to sustain long-term success in the global market, it is vital to deploy comprehensive IP longevity strategies that encompass digital, short-form, and live events. Simultaneously, a highly localized approach—tailored to the specific culture and viewing habits of each target region—must be implemented.”

In particular, through the case studies of <Couple Palace> and <I Am Boxer>—both submitted for consideration in the 2026 International Emmy® Awards—the creators illustrated how domestic concepts evolve into globally viable IPs while sharing behind-the-scenes stories from their development.

<Couple Palace> made history as the first Korean variety show to win the Gold Award in the Light Entertainment category at the 2025 Venice TV Awards, and and has since secured remake option agreements in 10 European countries. Meanwhile, <I Am Boxer> demonstrated the global competitiveness of K-entertainment by reaching audiences worldwide via the global streaming platform Disney+. Immediately upon its release, the show entered Disney+’s Global Top 10 and ranked number one in South Korea, subsequently maintaining its position in the Global Top 10 for five consecutive weeks and garnering significant international attention.

Kris Park, Chief Revenue Officer (CRO) of CJ ENM’s Mnet Plus, participated as a speaker in the session titled ‘The Rise of Vertical OTT: From K-POP to K-LIFESTYLE,’ where he introduced the growth strategies and future direction of global K-POP content platforms. Park emphasized the shifting dynamics of the market, stating, “The global fandom formed around K-POP is no longer just consuming content; it is rapidly expanding into communities, commerce, and lifestyle sectors.” He further noted, “Fan-centric platforms have now become the most critical pillar for K-content as it expands its stage into the global market.”

Studio Dragon participated in the session titled ‘AI Transforming TV Production : Case Studies and Process Innovation,’ showcasing AI technologies currently utilized on production sites and outlining the future direction of production process innovation. Hyunsuk Seo, Head of the Tech Innovation Team at Studio Dragon, presented this vision, stating, “Throughout the planning and production stages of drama creation, AI technology is actively used to support creators’ capabilities and maximize production efficiency.” He further noted, “Beyond being a simple support tool, AI is a core technology shifting the paradigm of how content is created. Moving forward, we will lead the future content production environment where technology and creativity seamlessly converge.”

A representative from CJ ENM stated, “K-content is entering a new phase of growth, moving beyond the success of individual titles to organically connect content IPs, global K-POP content platforms, and AI technology.” The representative added, “Leveraging our differentiated content competitiveness, robust platform capabilities, and technological innovation, CJ ENM will continuously expand new possibilities for K-content in the global market.”

Meanwhile, KISF is South Korea’s largest streaming platform festival, co-hosted by the Ministry of Science and ICT and the Busan Metropolitan City. The event serves as a premier venue for sharing the latest technologies and global trends in the streaming industry, encompassing OTT series, variety shows, and short-form content.

- First Joint Collaborative Event in London: High Demand Leads to Early Sell-out and Enthusiastic Local Response

- Post-Screening Q&A Engages Audience, Reaffirming K-Content’s Rising Status Across Europe

Leading entertainment company CJ ENM and the Korean Cultural Centre UK (KCCUK) successfully co-hosted an exclusive special screening event of The Legend of Kitchen Soldier on May 28 in London.

Marking the first collaborative event between CJ ENM and KCCUK in London, the screening was a major success. The event saw overwhelming demand, as registration numbers soared to four imes initial expectations. The audience was a vibrant mix of key industry executives, media professionals, and avid K-content fans.

The audience enjoyed watching The Legend of Kitchen Soldier together on the large screen, showing great interest in the unique military background and Korean food culture. Elements like the "kitchen soldier" lifestyle, military dining scenes, and authentic culinary expressions felt fresh to the viewers, who praised the series for providing a natural glimpse into Korean society and everyday life.

Following the screening, Diane Min, Head of Europe Sales at CJ ENM, led an in-depth Q&A session with the audience and media. The discussion focused on the global expansion potential of Korean webtoon-based IPs, recent shifts in the global content market, and the rapidly growing appreciation for distinctly Korean backgrounds and sentiments.

The conversation also highlighted how original content from Korean streaming platforms is expanding its global audience reach through international distribution partnerships. Attendees eagerly asked questions about the production process and the broader K-drama industry, leading to a passionate conversation.

Alongside the screening, a specially curated "Korean Food-Themed Reception" was held, where attendees experienced Korean food culture firsthand through refreshments inspired by the drama’s culinary themes. In tandem with this cultural experience, Rakuten Viki added a highlight to the evening by distributing free 1 month subscription vouchers to the audience, providing a seamless transition for viewers to immediately continue binging the full series on Viki.

This collaboration highlights the growing global footprint of K-content, proving that Korean dramas can deeply resonate with UK audiences. By combining CJ ENM’s premium content with KCCUK’s cultural network, the event established a powerful precedent for future K-content promotions in Europe.

Produced by Studio Dragon as a TVING Original, The Legend of Kitchen Soldier stars Park Ji-hoon and Yun Kyung-ho. The genre-bending comedy-fantasy series follows Kang Seong-jae (Park Ji-hoon), a plastic-spoon man who enlists in the military to escape a harsh reality, only to encounter a mysterious virtual “quest” guiding him to become a legendary kitchen soldier. With each quest he clears, he uncovers the unit's hidden issues through this cooking skills.

Regarding the success of the event, Hyo-keon Park, Director of KCCUK, said: 

“As webtoon-based K-dramas continue to expand into global markets in increasingly diverse ways, this event provided a meaningful opportunity to share aspects of Korean everyday culture and emotional sensibilities through the medium of content. Through programmes such as this, KCCUK will continue to introduce the cultural value and creative potential of Korean content to broader audiences.”

Diane Min, Head of Europe Sales at CJ ENM, added:

"We are thrilled by the incredible response from the London audience. Seeing industry peers and fans come together to laugh and connect with The Legend of Kitchen Soldier reaffirms the universal appeal of our stories. This is just the beginning of our journey to bring more diverse, high-quality K-content to the UK market."

As a TVING Original, The Legend of Kitchen Soldier continues to expand its global audience footprint beyond Korea through strategic international distribution partnerships. Meanwhile, The Legend of Kitchen Soldier is currently available on Rakuten Viki, via the TVING Collection on Disney+ Japan, as well as on HBO Max across 17 countries and regions in Asia Pacific.