Unlocking a Wave of Korean Entertainment for Indian Viewers

Prime Video India's Strategic Content Expansion

Prime Video India and CJ ENM have finalized a multi-year content distribution agreement that will substantially increase the availability of Korean titles on the Indian streaming service. This partnership marks a significant step in enriching Prime Video's content library, addressing the surging demand for Korean dramas and films among Indian subscribers. The deal encompasses 26 new series, alongside a vast selection from CJ ENM's existing catalog, ensuring a steady flow of fresh and acclaimed Korean entertainment.

Highlighting Key Titles and Diverse Genres

The newly acquired content slate features highly anticipated titles, including the latest installment of the fan-favorite franchise, “Yumi’s Cells” Season 3, which has already garnered international acclaim. Other prominent additions include “Filing for Love,” a global chart-topper, the breakout hit “The Legend of Kitchen Soldier,” and the romantic comedy “My Bias, My Boss.” The agreement also brings beloved library titles such as “Dear X,” “Law in the City,” “Study Group,” “My Dearest Nemesis,” “Search: WWW,” and the first two seasons of “Yumi’s Cells.” These selections span a wide array of genres, from drama and thriller to romance, fantasy, and action, featuring renowned talent like Kim You-Jung, Lee Jong-suk, Park Ji-hoon, and Cha Woo-min.

Deepening Collaboration for Broader Reach

Shilangi Mukherji, director and head of SVOD business at Prime Video India, expressed enthusiasm for strengthening the collaboration with CJ ENM, emphasizing India as a key market. She highlighted the remarkable global popularity of Korean content, attributing its success to captivating storytelling, diverse genres, and memorable characters that resonate across cultures. This partnership underscores Prime Video's dedication to providing Indian audiences with innovative and engaging stories from Korea, reinforcing its position as a leading destination for international entertainment.

Building on Previous Successes and Market Expansion

This India-centric agreement builds upon CJ ENM's strategic initiatives to expand its presence in the country. The studios initially forged a multi-year global distribution deal in May 2025 at the WAVES Bazaar market in Mumbai, granting Prime Video worldwide rights (excluding Korea and China) to various CJ ENM titles. Following this, CJ ENM secured a separate licensing agreement in September 2025, bringing 18 K-dramas to Amazon's ad-supported MX Player service in India. These consecutive partnerships demonstrate a concerted effort to deepen engagement with the Indian audience and tap into the burgeoning demand for Korean entertainment.

Shared Vision for Connecting Audiences

Seo Jangho, executive VP of platform division at CJ ENM, conveyed his satisfaction with the collaboration, recognizing Prime Video's extensive reach and investment in local audiences as crucial factors for amplifying Korean content in India. He reiterated CJ ENM's commitment to expanding the global footprint of Korean storytelling, aiming to forge deeper connections with Indian viewers and share the rich emotional narratives that K-dramas offer. Manish Menghani, director and head of content licensing at Prime Video India, echoed this sentiment, noting the undeniable surge in K-content popularity and the strategic alignment with customer preferences. He emphasized that this deal is a natural progression, backed by viewer demand, positioning Prime Video India as the premier platform for the finest international content. Prime members will gain access to these new titles without any additional charges, enhancing the value of their subscription.