MBC GROUP and CJ ENM have signed a long-term strategic partnership aimed at expanding premium Korean entertainment across the Middle East and North Africa (MENA), bringing together two leading media and entertainment groups with complementary reach across the region and Asia.
At the centre of the partnership is the launch of a dedicated Tving space on MBC Shahid.
The branded space will provide audiences across MENA with a curated destination for
premium K-content from CJ ENM, Tving and leading South Korean production studios.
“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. As a leading local incumbent, MBC Group understands their audiences and brings the platforms to reach them.”
“This takes us from supplying content to a multi-window, hyper distribution approach that brings our content to audiences across multiple platforms and viewing environment.”
Representing an expansion from content supply into a broader, multi-platform distribution strategy, it combines distribution with linear channel exposure through MBC4 exclusively, creating additional opportunities for Korean content to reach audiences across different viewing environments.
More than 13 new titles are scheduled for release during 2026, alongside more than 20 titles from CJ ENM’s library. This is multi-year partnership, so content offering will continue to expand. That includes “My Bias My Boss,” “The Legend of Kitchen Soldier,” “Filing for Love,” “Our Universe” and more.
All new titles are scheduled to be available for simulcast on the MBC Shahid app.
“Arabic dubbing and subtitles will also be available for selected titles. This makes premium Korean content much more accessible to audiences across the region,” added Sebastian Kim.
As the global media landscape is evolving rapidly, with audiences moving across platforms and viewing habits constantly shifting, long-term partnerships provide a stable foundation, he noted.
“This is a multi-year deal and by combining streaming with linear television, we can reach audiences wherever they choose to watch. It also strengthens TVING’s brand presence in MENA.”
He added: “Korean content features universal storylines that audiences around the world can relate to. Many of our dramas are suitable for friends and families to gather and enjoy them together. The involvement of K-pop stars in some dramas also helps attract a diverse range of audiences. With simulcast availability on Shahid, audiences can follow these series alongside viewers around the world.”
The partnership was announced at Mipcom.
“Cannes brings the global content community together, making it the right stage for a long-term strategic partnership,” said Kim.
“The announcement signals that this is more than a one-off licensing deal.”
Tareq Al Ibrahim, Director of MBC1, MBC Drama and MBC Shahid Content, agreed: “For us, this is more than a content acquisition announcement. 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.”
Announcing it on an international stage highlights “how connected the entertainment industry has become, with stories increasingly crossing geographical and cultural boundaries.”
According to Tareq Al Ibrahim, Korean drama “has already demonstrated strong potential with our audiences.”
“We believe there’s an opportunity to take it to the next level. Working with CJ ENM and Tving gives us a consistent pipeline of premium, fresh Korean series, complemented by an extensive library of established titles,” he said.
“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.
Our immediate priority is to introduce the new lineup, strengthen content discovery on Shahid, and support the partnership through coordinated marketing and promotional initiatives.”
The partnership is a “natural fit” because both companies “share a strong belief in the power of storytelling and the ability of great content to travel across cultures.”
“CJ ENM has an exceptional track record in developing Korean stories that resonate with audiences internationally, while Shahid has a deep understanding of MENA audiences and how to connect them with content they love,” he noted.
“Together, we bring complementary strengths: CJ ENM’s creative expertise and premium content pipeline, combined with MBC Shahid’s and the wider MBC Group regional reach, audience knowledge, and distribution capabilities.”
Ultimately, they share the same ambition: to bring compelling stories to more viewers and create meaningful entertainment experiences.
“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.”
He added: “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.”