Music conglomerate CJ ENM and advertising agency Hakuhodo join forces to establish a new music company, labeled as Chapter-I.
CJ ENM, a leading Korean media conglomerate, celebrated its 30th anniversary in style with the grand event 'Mnext: Worlds of Mnet Since 2025'. The event marked a significant milestone for the company, signalling its intent to focus on a global future.
In line with this, CJ ENM has announced its plans for expansion in the global market. The company's budget for content production is set to increase significantly, with an investment of $818 million in 2025, up from $750 million the previous year. This investment will support 65 projects this year, as declared by CEO Yoon Sang-hyun, positioning 2025 as the "first official year of global expansion" for CJ ENM.
The company's expansion strategy includes strategic collaborations. A joint venture with Japan's Hakuhodo aims to create and distribute global music intellectual properties, with a focus on expanding the music business under three pillars: Global Label, Global Content, and Global Platforms. This partnership extends into talent development, music production, live performances, merchandising, and innovative audition formats aimed at spearheading the global expansion of K-pop beyond Asia.
Geographic expansion is another key element of CJ ENM's strategy. The company has established a wholly owned subsidiary in Riyadh, Saudi Arabia, marking its first Korean entertainment company presence in the Middle East. This move enhances CJ ENM's reach into new international markets.
In addition to music and film, CJ ENM is bolstering its e-commerce arms and music content platform Mnet Plus as part of its global strategy. The company also plans international expansion for its OTT platform Tving, including a merger with the domestic platform Wavve, to strengthen its streaming presence globally.
CJ ENM is also committed to championing Asian narratives. The launch of "First Light StoryHouse," overseen by CJ ENM’s Vice Chairwoman Miky Lee and notable industry leaders, focuses on amplifying Asian and Asian American stories globally. It supports early development and co-produces film and scripted TV projects to elevate underrepresented Asian narratives, particularly in Hollywood and international markets.
Perhaps the most notable announcement from 'Mnext: Worlds of Mnet Since 2025' was the deal between CJ ENM and Amazon Prime Video. This deal aims to expand the K-drama content on the platform, with CJ ENM preparing to significantly increase its K-drama lineup on Amazon Prime Video. The deal was announced at the event, further solidifying CJ ENM's commitment to a global future.
With these ambitious plans in place, CJ ENM is poised for a robust global entertainment presence in 2025 and beyond. The company's multi-pronged strategy of increasing investment, leveraging partnerships, expanding into new regions, and championing Asian narratives sets the stage for a promising future in the global entertainment industry.
[1] "CJ ENM to invest $818 million in content this year for global expansion", Yonhap News Agency, 2025. [2] "CJ ENM, Hakuhodo to create global music intellectual properties", Korea JoongAng Daily, 2025. [3] "CJ ENM enters Middle East market with Saudi subsidiary", Korea Herald, 2025. [4] "CJ ENM's new K-pop audition format to debut globally", The Korea Times, 2025. [5] "First Light StoryHouse to amplify Asian narratives globally", Variety, 2025.
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