South Korean media conglomerate CJ ENM deploys a localized licensing model, introducing Thai remakes of hit Korean IPs to Indian streaming platforms.
CJ ENM Brings 6 Thai K-Drama Remakes to India
A fresh licensing model could redefine how blockbuster K-drama franchises travel across the Asian borders.
Highlights
- Six Thai remakes of top Korean dramas are set to launch in India, signaling a fresh playbook for K-dramas.
- Instead of exporting Korean originals, CJ ENM is using localized adaptations to capture new audiences in one of the world's fastest-growing streaming markets.
- The move reflects a wider shift in how Korean entertainment companies are extending the global value of hit IPs via cross-border partnerships.
South Korean media giant CJ ENM is all set to launch six Thai dramas based on its premier Korean IP on Amazon MX Player in India beginning July 2, 2026. This move marks an aggressive phase of the CJ ENM India expansion strategy. By utilizing True CJ Creations, a Bangkok-based joint venture, the company is capitalizing on localized Thai adaptations of well-known Korean franchises to capture India's massive, diverse audience. The strategic selection of an ad-supported free OTT platform depicts a wider industry shift towards Advertising-Based Video on Demand (AVOD) streaming India models to seize the rapid scale within the competitive Indian OTT landscape.
Thai Remakes of Hit Korean Dramas Arrive in India
The distribution slate showcases the global scalability of any classic Korean drama adaptation. The highlights of the lineup are the Thai remakes of Good Doctor (Korean release: 2013) and What's Wrong with Secretary Kim (2018), both of which generated significant global traction in their original formats. Some other Thai remakes which are included in the package are as follows:
- 23:23 (original: Signal),
- Start-Up (original: Start-Up)
- Happiness (original: Happiness)
Notably, to bridge regional barriers, Amazon MX Player India will showcase these dramas in Hindi dub along with English subtitles, thus deepening the reach of K-content in India.
This deal showcases that Korean drama licensing has been maturing significantly since CJ ENM provided 18 original titles to Indian streaming platforms. The move is expected to act as an important opportunity to boost the global expansion of Korean IP-based content.
CJ ENM Expands Global Korean IP Strategy
Exporting localized Thai dramas instead of the direct Korean content allows CJ ENM to broaden the lifecycle of its traditional Korean drama franchise library. It positions Korean entertainment exports not merely as completed products, but as adaptable architectures engineered for cross-border appeal. Industry stakeholders view this cross-border integration as an integral part of K-content's global expansion. Additionally, by licensing high-value secondary adaptations, Korean media exports can also avoid usual cultural friction.
According to The Seoul Economic Daily, the lineup, which spans genres from romance and thriller to science fiction, showcases the adaptivity of Korean intellectual property and the global competitiveness of Thai content by overcoming cultural obstacles, making it something more than a usual licensing arrangement.
"As demand for Asian entertainment continues to grow in the global market, we have pursued content collaborations from various angles," an official at CJ ENM’s Hong Kong subsidiary said, as noted by the Seoul Economic Daily. They also highlighted that, as per the long-term CJ ENM global strategy for Hallyu content, the company will continue to combine mega-hit Korean IP with Southeast Asian storytelling “to create new opportunities.”
Author
Diya Mukherjee is a Content Writer at Outlook Respawn with a postgraduate background in media. She has a passion for writing content and is enthusiastic about exploring cultures, literature, global affairs, and pop culture.
