K-content leader CJ ENM partners with Amazon MX Player to bring the buzziest K-dramas to Indian screens for free
Kim Hye-yoon (left) and Byeon Woo-seok (right) in a still from 'Lovely Runner.' Photo: TVN, courtesy of Han Cinema.
CJ ENM, the South Korean entertainment heavyweight, has partnered with Amazon MX Player to bring K-dramas to a wider audience in India. This collaboration, which is a part of the conglomerate’s efforts to engage global audiences through localized content strategies, combines the best of Korean dramas with the streaming service’s vast reach, promising something special for K-drama fans in the country. Let’s take a closer look.
What You Can Look Forward To
For Indian fans and viewers, this merger means that they’ll have access to 18 K-drama series, including hits like My Lovely Liar (2023), Twinkling Watermelon (2023), Wedding Impossible (2024), Lovely Runner (2024), and Delightfully Deceitful (2023). But it also means that these dramas will be dubbed in Hindi, Tamil, and Telugu for a wider audience in a relatable format. And the best part? They’re completely free to stream on Amazon MX Player.
A Win-Win for CJ ENM and Amazon
Through this joint venture, CJ ENM builds on its previous deal with Amazon Prime Video to make Amazon MX Player a high-quality entertainment provider for its viewers. While the previous initiative helped CJ ENM reach Amazon Prime Video’s approximately 200 million subscribers, this new deal helps gain new revenue streams through advertisements on Amazon MX Player, an ad-supported platform. For the latter, the partnership expands its content library with CJ ENM’s premium Korean dramas, while converting attention into revenue through its AVOD (Advertising-based Video on Demand) model. Amogh Dusad, the Director and Head of Content at Amazon MX Player, stated in the official press statement, “The demand for global content, especially Korean dramas, has grown exponentially in India… With international stories now available in localized languages, we’re excited to make these compelling shows accessible to viewers completely free.”
Upcoming Releases
The content lineup will hit the platform chronologically over the coming months, starting today, Sept. 8, 2025, with a lineup of fan-favorite romance titles, led by the mega smash time-slip rom-com Lovely Runner starring Byeon Woo-seok and Kim Hye-yoon, followed by My Lovely Liar, Twinkling Watermelon, Wedding Impossible, and Delightfully Deceitful. Sebastian Kim, VP of International Content Business at CJ ENM, said, “The shows have already proven their strength in story, cast, and production, and I believe they will strongly connect with Indian viewers through our new partnership with MX Player.
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