CJ ENM to establish Middle East subsidiary in Saudi Arabia...For the first time in Entertainment.
Jul 23, 2025
|
CJ ENM, which declared 2025 as the first year of global acceleration to mark the 30th anniversary of its cultural projects, plans to take the lead in the spread of K culture based on Saudi Arabia. Based on the know-how of the content business, such as IP planning, production, and distribution, it plans to expand the K culture business in various fields such as music, TV programs, and movies.
Kim Hyun-soo, head of CJ ENM Middle East, said, `Saudi Arabia is a young consumer market with 62% of the population under the age of 30 and has great potential to grow explosively in all areas of pop culture industry. We will expand our influence in K-culture by joining hands with Saudi Arabia's leading entertainment company 'SELA' to build a local network and operate a stable business.'
Since signing a business agreement for cultural business cooperation and content joint development in December last year, the two companies have been continuously discussing business. Sella is a company invested by Saudi Arabia's sovereign wealth fund and is expected to create various synergies as it plans and operates large-scale sports, music, and cultural events.
Saudi Arabia is currently growing rapidly across the cultural industry. The music industry is rapidly growing in size due to the recent expansion of consumption of various music genres, including K-pop, due to the opening of culture and the spread of digital media. Starting with the resumption of theater operations in 2018, the film industry is also growing rapidly under active policy support from the government, and the industry as a whole is being revitalized according to the Vision 2030 plan.
In line with these market changes, CJ ENM will conduct K-pop global localization by discovering artists through globally verified audition programs based on its music-based IP ecological system (MCS) strategy. To this end, it will also promote collaboration with local broadcasters and operators, such as establishing partnerships.
The performance business plans to hold K-pop concerts using its own IP and external IP, produce content reflecting Saudi culture, and promote local remakes of CJ ENM IP.
Meanwhile, CJ ENM has been trying to advance into the MENA region for many years. In 2022, it signed a business agreement for cultural exchange with Saudi Arabia's Ministry of Culture, and in 2023, it signed a business agreement with Saudi content company Manga Productions to cooperate in the content business. In addition, it held 'KCON SAUDI ARABIA(KCON Saudi Arabia)' in the capital Riyadh for the second consecutive year, attracting more than 23,000 local audiences. In June, it signed a strategic partnership with Shahid, the largest Arabic streaming platform in the MENA region, and is supplying 20 contents of CJ ENM, including 'What's Wrong with Secretary Kim?'Brun with Sunjae'Guardian'.
star77@sportschosun.com
