Korean media powerhouse CJ ENM is doubling down on its Middle East ambitions. The company has officially launched a wholly owned subsidiary in Riyadh, making it the first major Korean entertainment firm to set up a physical presence in Saudi Arabia.
The move signals CJ ENM’s deepening commitment to the MENA region’s fastest-growing media and entertainment market, fueled by Saudi Arabia’s Vision 2030 strategy to diversify its economy beyond oil.
“Establishing a presence in Saudi Arabia allows us to actively engage in emerging global markets and strengthen our global competitiveness,” said CJ ENM’s Yoon Sang-hyun, calling the launch a significant milestone in the company’s international growth journey, which aligns with its 30th anniversary this year.
CJ ENM’s growing momentum in the kingdom has been years in the making. In 2022, it signed an MoU with the Saudi Ministry of Culture, followed by another in 2023 with Manga Productions, the Riyadh-based content studio, to co-produce and distribute films, TV series, animation, webtoons, and media infrastructure projects.
The company has also found an enthusiastic audience for K-culture in the Gulf. KCON, CJ ENM’s global K-pop festival, drew large crowds in Saudi Arabia in both 2022 and 2023. More recently, CJ ENM secured a content deal with Shahid, the region’s largest Arabic-language streaming platform, to bring 20 Korean series to MENA audiences.
Looking ahead, the newly launched CJ ENM Middle East LLC will focus on a wide spectrum of collaborations—spanning music, television, film, and live events. That includes the development of new audition formats and artist discovery programs rooted in its MCS (Music Creative eco-System), as well as K-pop concerts leveraging both in-house and external intellectual properties.
“The MENA region, and Saudi Arabia in particular, presents unprecedented potential for cultural and commercial collaboration,” said Hyun Soo Kim, General Manager of CJ ENM Middle East LLC. “To build strong local networks and ensure stable operations, we are partnering with Sela—Saudi Arabia’s leading live events and experiences company—to expand the influence of K-culture.”
The new Riyadh office adds another layer to CJ ENM’s global expansion strategy and opens the door for even deeper cultural exchanges between South Korea and the Middle East. As Saudi Arabia aims to become a global hub for entertainment, CJ ENM is positioning itself right at the center of that transformation.
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