CJ ENM Advances Global IP Strategy and Co-Production Models at Busan Content Market 2026

Leading South Korean entertainment and media conglomerate CJ ENM concluded its participation at the 20th Busan Content Market (BCM 2026), underscoring its position as a dominant global intellectual property (IP) powerhouse. The event provided a platform for the company to engage with international media executives from Asia, Europe, North America, and Latin America, showcasing its latest programming slate and articulating its long-term cross-border expansion strategies.

CJ ENM’s exhibition featured a highly diversified portfolio of scripted and unscripted formats. Among the key dramatic intellectual properties anchoring the company’s slate were the scripted series My Bias, My Boss, The Ordinary Jackpot, and Make Me Tingle. These titles are positioned for international syndication and localized adaptation, reflecting CJ ENM’s commitment to tailoring content for global audiences.

At the BCM Academy, an industry-led educational forum for creators and executives, senior leadership from CJ ENM detailed the evolving operational landscape of K-content distribution. They emphasized a structural shift away from traditional format licensing toward early-stage creative partnerships with international collaborators.

Park Hee Yeon, Executive Producer at CJ ENM, led a session focusing on global variety show mechanics, spotlighting unscripted co-productions such as Syncro Game and Infinite Loop. The latter is a collaborative project co-produced with Japan’s TBS. Park highlighted that the industry is moving beyond the conventional practice of exporting finished tapes or formats. Instead, developing intellectual properties alongside international partners from the conceptual stage enables seamless integration of localized viewer preferences, thereby maximizing global commercial viability.

In a separate presentation, Kim Ryoon Hee, Chief Producer at Studio Dragon, shared a case study on multi-platform distribution strategies. She outlined the global marketing and rollout framework for the hit series Dear X, which launched in November of the previous year. Dear X served as the inaugural title for TVING’s global brand zone and achieved the number-one ranking in paid subscriber contributions for five consecutive weeks. The series topped charts in 108 countries, including the United States, the United Kingdom, and Brazil on Rakuten Viki, reached number one on Disney+ Japan, and secured the number-two spot on STARZPLAY in the Middle East, where it was honored with a "Best of 2025" distinction.

Addressing technological innovation in media monetization, Chu Yeung Ju, Head of the Advertising & AI Solutions Team at CJ ENM, participated as a core panelist in the main BCM conference. During the session titled "The AI Era: From Product Placement to Generative PPL," Chu detailed how CJ ENM is leveraging artificial intelligence to transform traditional product placement into a dynamic, post-production generative process. This technology facilitates automated, context-aware insertion of brand assets into content retroactively, enhancing advertising flexibility across diverse international broadcast territories.

Reflecting on the outcomes of BCM 2026, a CJ ENM spokesperson stated that the high level of on-site engagement validates the sustained global demand for sophisticated South Korean storytelling. The company confirmed its commitment to prioritizing the development of differentiated, multi-platform intellectual properties designed to sustain K-content’s competitive edge amid an increasingly consolidated global media market.