Prime Video India Partners with CJ ENM to Expand K-Content Slate

What Happened

On July 27, 2026, Prime Video India and the South Korean entertainment powerhouse CJ ENM announced a significant multi-year distribution partnership. This collaboration is designed to substantially increase the volume of Korean content available to Indian subscribers. The deal encompasses a curated selection of over 100 titles, which will be rolled out over the next two years. This move serves as an expansion of an existing global relationship between the two entities, aiming to capitalize on the rapidly growing appetite for Korean dramas and films among Indian viewers.

Key Details

The partnership is set to introduce 26 brand-new titles from CJ ENM’s production pipeline, alongside a vast library of existing fan-favorite content. To ensure accessibility for a wide range of viewers across India, all new and upcoming titles will feature English subtitles, as well as professional dubbing in Hindi, Tamil, and Telugu.

Among the highlighted upcoming releases is the third season of Yumi’s Cells, a flagship franchise that has previously achieved top-tier streaming status in 81 countries. The pipeline also features globally acclaimed productions such as Filing for Love, which reached the number one spot in 105 countries, the innovative series The Legend of Kitchen Soldier, and the romantic comedy My Bias, My Boss. Furthermore, the library expansion will include popular titles such as Dear X, Law in the City, Study Group, My Dearest Nemesis, and Search: WWW. These titles feature prominent Korean talent, including Kim You-Jung, Lee Jong-suk, Park Ji-hoon, and Cha Woo-min, covering genres ranging from drama and thriller to fantasy and action.

Context

The surge in popularity of Korean content—often referred to as the 'K-content wave'—has been a global phenomenon that has seen significant traction in India over the past few years. Prime Video India’s decision to formalize this deal reflects a strategic pivot toward catering to specific consumer preferences that transcend traditional geographic boundaries.

CJ ENM, founded in 1995, has been a central figure in the global expansion of Korean culture. With its 30th anniversary approaching in 2025, the company has established itself as a multi-faceted entertainment giant, managing production houses like Studio Dragon, the U.S.-based Fifth Season, and the K-OTT content studio CJ ENM STUDIOS. Their portfolio includes major hits like the Oscar-winning film Parasite and the globally recognized series Queen of Tears. By leveraging Prime Video’s extensive distribution network in India, CJ ENM aims to deepen its footprint in one of the world’s most dynamic and populous entertainment markets.

Why It Matters

This partnership is a testament to the changing landscape of digital streaming in India. As platforms compete for subscriber retention, the ability to offer high-quality, localized international content has become a key differentiator. By providing dubbing in multiple regional languages, Prime Video is removing language barriers that previously limited the reach of foreign-language content.

Shilangi Mukherji, director and head of SVOD business at Prime Video India, noted that the popularity of Korean content is driven by compelling narratives and diverse genres that resonate with global audiences. The deal is not merely an acquisition of content but a strategic commitment to making 'borderless' entertainment a reality for Indian Prime members. For CJ ENM, the partnership provides a reliable gateway to millions of new viewers, allowing them to share the emotional depth and production quality of their storytelling with a market that has shown a high affinity for Korean dramas.

Bottom Line

The multi-year deal between Prime Video India and CJ ENM marks a major milestone in the internationalization of streaming libraries in India. By committing to over 100 titles and focusing on regional language accessibility, Prime Video is positioning itself as a primary destination for global content. As the K-content wave continues to gain momentum, this partnership ensures that Indian audiences will have consistent access to premium, globally celebrated storytelling, further solidifying the role of international collaborations in the future of the Indian entertainment industry.