CJ ENM and MBC Group Sign Multi-Year Pact to Push K-Content Across MENA

By Daniel Okafor

MBC Group and CJ ENM have signed a multi-year strategic partnership to expand premium Korean entertainment across the Middle East and North Africa (MENA), announcing the deal at Mipcom in Cannes. The centrepiece is a dedicated Tving space on MBC Shahid, the region's dominant streaming platform — a curated hub for K-content from CJ ENM, Tving and leading South Korean production studios.

The numbers are concrete. More than 13 new titles are scheduled for release during 2026, alongside more than 20 titles from CJ ENM's library. Confirmed programming includes "My Bias My Boss," "The Legend of Kitchen Soldier," "Filing for Love" and "Our Universe." All new titles will be available for simulcast (broadcast at the same time as their global release) on the MBC Shahid app.

"We already work together, so this is a natural next step," CJ ENM's Sebastian Kim told Variety. "MBC Group has the reach and platforms to connect Korean content with MENA audiences, and we share a commitment to great storytelling."

What does the deal actually change?

Two things. First, structure: the partnership shifts CJ ENM from a simple content supplier to what Kim calls "a multi-window, hyper distribution approach," combining streaming with linear channel exposure through MBC4 exclusively. Second, accessibility: "Arabic dubbing and subtitles will also be available for selected titles," Kim said. "This makes premium Korean content much more accessible to audiences across the region."

The stakes are about brand presence as much as volume. "This is a multi-year deal and by combining streaming with linear television, we can reach audiences wherever they choose to watch," Kim said. "It also strengthens TVING's brand presence in MENA."

Kim argues the content travels well. "Korean content features universal storylines that audiences around the world can relate to," he said, noting that many dramas suit family viewing and that K-pop star involvement "helps attract a diverse range of audiences." Cannes, he added, was the right stage: "The announcement signals that this is more than a one-off licensing deal."

How does MBC see the opportunity?

Tareq Alibrahim, Director of MBC1, MBC Drama and MBC Shahid Content, framed the deal as strategy rather than acquisition. "For us, this is more than a content acquisition announcement," he said. "It reflects a shared long-term ambition between Shahid and CJ ENM to grow the presence of premium Korean entertainment in the Middle East and North Africa."

Korean drama, according to Alibrahim, "has already demonstrated strong potential with our audiences." The partnership supplies what individual licensing deals could not: "a consistent pipeline of premium, fresh Korean series, complemented by an extensive library of established titles."

"What changes is that we move from offering Korean content as individual acquisitions to building a more consistent, recognizable destination for K-drama fans across MENA," he said. Immediate priorities are the new lineup, stronger content discovery on Shahid, and coordinated marketing.

The fit, in his telling, is complementary: CJ ENM's creative expertise and pipeline on one side, MBC's regional reach and audience knowledge on the other. "We see Korean content as an exciting area for growth, and partnering with an established player like CJ ENM allows us to approach that opportunity with greater consistency and confidence," Alibrahim said.

The ambition is longevity, not a spike. "Our ambition is to make Korean drama a consistent 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 said.

For a genre that has already conquered Latin America and Southeast Asia through episodic licensing, a permanent branded destination on the Arab world's largest streamer is a different proposition entirely — one that turns K-drama from a scheduling decision into MENA infrastructure.