Korean entertainment company CJ ENM sets up initial Korean entertainment branch in Saudi Arabia
South Korean entertainment giant CJ ENM has embarked on an ambitious growth plan in the Middle East and North Africa (MENA) region, establishing its first wholly-owned subsidiary, CJ ENM Middle East, in Riyadh, Saudi Arabia. This marks a significant milestone as the first Korean entertainment company to open a local branch in the region [1][2][3].
The strategic growth plan for the MENA region is centred around positioning CJ ENM as a 'strategic growth engine' by integrating its expertise in content creation, production, and distribution with the region's rapidly expanding entertainment infrastructure and cultural demand [1][2][3].
Key elements of this strategy include content expansion, local partnerships, live entertainment, and a regional anchor role. CJ ENM aims to pursue wide-ranging collaborations across music, television, film, live entertainment, and both scripted and unscripted content [1][2][3].
One of the key collaborations is a strategic partnership with Sela, Saudi Arabia’s leading live events and experiences company. This partnership, which began with a strategic collaboration agreement in December 2024, aims to foster cultural business development, leverage Sela’s expertise in large-scale sports, music, and cultural events, and expand the influence of Korean culture (K-culture) in the region [1][3].
CJ ENM's Saudi subsidiary, CJ ENM Middle East, will broaden collaboration with local stakeholders for stable operations and network building [1][3]. One of the initiatives includes the development of audition programs based on CJ ENM's artist discovery initiatives in partnership with local studios.
Saudi Arabia, with over 62% of its population under the age of 30, represents a dynamic consumer base that shows strong demand for Korean content. In line with this, CJ ENM has inked a content deal with Shahid, the largest Arabic-language streaming platform in the MENA region, in June, bringing 20 high-quality Korean series to a broader MENA audience [1].
CJ ENM's growth plan for the MENA region also includes collaborations with other local players. In 2023, CJ ENM signed an MOU with Manga Productions, a Saudi Arabian content company, for co-production and distribution of content [1].
The World's largest K-pop festival, KCON, was hosted in Saudi Arabia by CJ ENM for two consecutive years in 2022 and 2023, further solidifying CJ ENM’s position as a leading content creator and cultural partner in the MENA region [1][2][3][4].
Through CJ ENM Middle East, the company plans to pursue wide-ranging business collaborations across music, television, film, live entertainment, and both scripted and unscripted content, aiming to integrate its expertise in content creation, production, and distribution with the Middle East and North Africa region's rapidly expanding entertainment infrastructure and cultural demand.
[1] CJ ENM Press Release, "CJ ENM Expands into MENA Region with CJ ENM Middle East," 2024. [2] Variety, "CJ ENM Launches Middle East Subsidiary to Expand K-Culture," 2024. [3] Hollywood Reporter, "CJ ENM Partners with Sela to Boost K-Culture in Saudi Arabia," 2024. [4] Billboard, "KCON Saudi Arabia Hosts Second Annual Festival in Riyadh," 2023.
- The growth plan for CJ ENM in the Middle East and North Africa (MENA) region involves integrating their expertise in content creation, production, and distribution with the region's rapidly expanding entertainment infrastructure and cultural demand, while pursuing wide-ranging business collaborations across various industry sectors such as music, television, film, and live entertainment.
- In an effort to expand its influence and foster cultural business development, CJ ENM has formed a strategic partnership with Sela, Saudi Arabia’s leading live events and experiences company, and has also collaborated with local players like Shahid, the largest Arabic-language streaming platform in the MENA region, and Manga Productions, a Saudi Arabian content company.
