In a landmark move that underscores the global surge of Korean entertainment, South Korean media giant CJ ENM has partnered with Amazon MX Player, Amazon’s free, ad-supported streaming service, to bring a curated selection of 18 K-drama series to Indian audiences. Announced on September 3, 2025, this strategic collaboration marks CJ ENM’s first official content package deal with Amazon’s Indian AVOD (advertising-based video on demand) platform, signaling a significant push into India’s rapidly growing streaming market. With Hindi, Tamil, and Telugu dubbing, these premium K-dramas, led by the romantic sensation Lovely Runner, aim to captivate India’s 1.4 billion-strong audience, tapping into the country’s burgeoning appetite for global content. This partnership not only amplifies CJ ENM’s international footprint but also positions Amazon MX Player as a key player in delivering localized, high-quality entertainment to Indian viewers, free of charge.
The deal kicks off with Lovely Runner, a time-traveling romantic drama starring Byeon Woo-seok and Kim Hye-yoon, which has already sparked a K-pop romance craze worldwide. Set to premiere on Amazon MX Player on September 8, 2025, the series follows the story of celebrity Ryu Sun-jae and his devoted fan Im Sol, whose time-traveling mission to save him has resonated with audiences across 133 countries, topping charts on platforms like Rakuten Viki for six consecutive weeks. The rollout will continue over four quarters, introducing a slate of fan-favorite romance titles, including My Lovely Liar (September 18), Twinkling Watermelon (October 2), Wedding Impossible (October 10), and Delightfully Deceitful (October 29), with additional titles to follow throughout 2026. These series, known for their compelling narratives, stellar casts, and high production values, are poised to connect deeply with Indian viewers, many of whom will experience these blockbusters for the first time in their native languages.
India’s streaming market, projected to reach $4.49 billion in 2025 and grow to $5.92 billion by 2029 with a compound annual growth rate of 7.16%, presents a fertile ground for CJ ENM’s expansion. The country’s voracious appetite for K-dramas, fueled by their emotionally resonant storytelling and cinematic quality, has grown exponentially, making it a prime target for global content providers. “The demand for global content, especially Korean dramas, has grown exponentially in India,” said Amogh Dusad, director and head of content at Amazon MX Player. “Through this partnership, we’re bringing 18 premium K-dramas—including recent blockbusters—to Indian audiences on AVOD, many of them for the very first time.” By offering these series with localized dubbing in Hindi, Tamil, and Telugu, Amazon MX Player ensures accessibility for India’s diverse linguistic landscape, enhancing the appeal of these universal stories of love, heartbreak, and redemption.
This partnership builds on CJ ENM’s robust global distribution strategy, which has seen Korean content achieve unprecedented international success. The company, celebrating its 30th anniversary in 2025, is a powerhouse behind iconic projects like the Oscar-winning film Parasite, the hit series Queen of Tears, and the formation of K-pop group Zerobaseone. Earlier this year, CJ ENM inked a multi-year deal with Amazon Prime Video at the WAVES Bazaar in Mumbai, bringing titles like Marry My Husband and No Gain, No Love to global audiences. Both series ranked among 2024’s top 10 most-watched non-English language international originals on Prime Video, showcasing the borderless appeal of Korean storytelling. The Amazon MX Player deal extends this reach to India’s free streaming audience, a demographic distinct from Prime Video’s subscription-based model, allowing CJ ENM to tap into a broader market segment.
Sebastian Kim, VP of international content business at CJ ENM, emphasized the significance of this launch: “This launch is very meaningful as we continue to reach new audiences around the world. 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.” Kim’s confidence is rooted in CJ ENM’s track record of delivering content that resonates universally, from romantic comedies like What’s Wrong with Secretary Kim to psychological thrillers like Mouse. By leveraging Amazon MX Player’s extensive reach—accessible via the MX Player app, Amazon’s shopping app, Prime Video, Fire TV, and Airtel Xtreme—the partnership ensures that these K-dramas are readily available to India’s 250 million-strong streaming audience.
The collaboration also reflects Amazon MX Player’s strategic evolution since its merger with Amazon’s free streaming service, formerly Amazon miniTV, in 2024. Launched in 2011 as a cross-platform media player by South Korea’s J2 Interactive, MX Player was acquired by Times Internet in 2018 for $140 million before Amazon’s acquisition in 2024 at a reported $45-50 million. Under the leadership of CEO Karan Bedi, the platform has grown into a premier destination for free entertainment, offering a diverse catalog of original series like Aashram, Campus Diaries, and Half CA, alongside international content dubbed in local languages. The CJ ENM deal aligns with Amazon MX Player’s mission to deliver high-quality, localized content, with titles like Lovely Runner complementing its existing “MX Vdesi” lineup, which includes dubbed Korean, Mandarin, and Turkish dramas.
For Indian K-drama fans, this partnership is a game-changer, offering free access to premium content that has already captivated global audiences. My Lovely Liar, a romantic mystery, and Twinkling Watermelon, a time-slip drama blending youth and nostalgia, are expected to resonate with India’s young, urban viewers, while Wedding Impossible and Delightfully Deceitful bring humor and intrigue to the mix. The dubbing in Hindi, Tamil, and Telugu ensures that these stories transcend language barriers, appealing to India’s diverse cultural fabric. This move also underscores Amazon’s broader strategy to localize international content, a tactic that has proven successful with shows like Gutar Gu, a coming-of-age romance that became one of Amazon MX Player’s most-viewed series.
CJ ENM’s global ambitions extend beyond India, with recent deals in Mexico, France, and the Middle East showcasing its aggressive expansion. In April 2025, CJ ENM partnered with Mexico’s Imagen Televisión, Televisa Univision, and TV Azteca to bring K-dramas like Guardian: The Lonely and Great God and Lovely Runner to prime-time slots. In France, a deal with M6+ introduced Lovely Runner and I am a Running Mate to European audiences, while a partnership with Shahid brought 20 K-dramas to the Middle East and North Africa. These efforts highlight CJ ENM’s ability to adapt its content for diverse markets, a strategy that India’s multilingual dubbing exemplifies.
As K-dramas continue to win hearts worldwide, this partnership positions India as a key player in the global Hallyu wave. With Amazon MX Player’s free streaming model and CJ ENM’s proven storytelling, Indian audiences are set to experience a new era of entertainment, where love stories, time-travel adventures, and heartfelt dramas are just a click away. Whether in Mumbai, Chennai, or Hyderabad, viewers can immerse themselves in the world of Lovely Runner and beyond, proving that great stories know no borders.
Hye Rin Choi is a writer and entrepreneur from Seoul, South Korea. She breathes Korean culture and history. She’s passionate and committed to helping people learn more about her fascinating country.