iWorld
Prime Video goes K-razy: CJ ENM deal brings Korean hits to the global stage
MUMBAI: Prime Video is diving deep into the K-drama wave. At the Waves Summit in Mumbai on Saturday, the streamer announced a blockbuster global pact with South Korean entertainment powerhouse CJ ENM locking in multi-year worldwide rights (barring Korea and China) to some of Korea’s most popular and upcoming screen gems.
Set to kick off in late June with fantasy-romance series Head Over Heels, the partnership will see Prime Video release a slew of exclusives through 2025 and 2026 from Studio Dragon and CJ ENM Studios. Prime members can also binge a revamped line-up of beloved back-catalogue titles like Her Private Life, Another Miss Oh, and gritty fan-favourite Mouse.
All this will be served with subtitles in 28 languages and dubbing in 11—part of Prime Video’s bid to make Korean content irresistibly accessible to fans from São Paulo to Seoul.
“This strategic collaboration with CJ ENM reinforces Prime Video’s commitment to bringing the best of Korean entertainment to our customers worldwide,” said Prime Video head of International & VP Kelly Day. “Korean content continues to resonate deeply with global audiences. We’ve witnessed the borderless appeal of Korean storytelling with the phenomenal success of shows like Marry My Husband, No Gain, No Love which not just captured hearts across continents, but also found their place in the Top 10 most-watched non-English language International Originals from 2024, posting super strong viewership outside their country of origin. We are now thrilled to offer new and exclusive titles, alongside a catalogue of consumer favourites exclusively to Prime Video’s global consumer base, in a language of their preference.”
“At Prime Video, our ambition is to be the first-choice entertainment hub for consumers. From the best of global content, to popular stories from Asia, we want to be a destination where consumers can effortlessly discover their next favourite story. As Korean content continues to find massive audiences worldwide, we’re thrilled to bring these captivating narratives exclusively to our worldwide audiences,” said Prime Video vice president, APAC & Mena Gaurav Gandhi. “Our strategic collaboration with CJ ENM marks a new chapter in this journey, giving Prime members front-row access to some of the most compelling and innovative content from Korea.”
“We’re thrilled about this partnership with Prime Video, which allows us to bring our unique Korean stories to an even broader global audience,” said CJ ENM’s content business division executive vice president Jangho Seo. “Korean entertainment has been winning hearts around the world with its compelling narratives, relatable characters, and outstanding production quality. We’ve already seen tremendous success with titles like Marry My Husband and No Gain, No Love, which achieved remarkable viewership milestones on Prime Video and reaffirmed the universal appeal of our storytelling. Through Prime Video’s extensive global reach and strong commitment to multi-language subtitles and dubbing strategies, we are excited to make our upcoming titles even more accessible and enjoyable for audiences across cultures and languages. This collaboration not only strengthens CJ ENM’s global footprint but also reflects our shared vision with Prime Video to deliver captivating stories to fans worldwide. We look forward to building on this momentum and deepening our connection with viewers everywhere.”
The move cements Prime Video’s growing bet on Korean drama as a frontline act in its global expansion. For subscribers, it’s a K-lovers’ dream. For the industry, it’s another sign that Hallyu isn’t just here to stay—it’s scaling up.
iWorld
Prime Video drops trailer for Lukkhe, a rap crime drama starring KING in his acting debut
Eight episodes of revenge, redemption and hard-hitting rap arrive on the streaming platform on 8th May
MUMBAI: Prime Video has unveiled the trailer for Lukkhe, an eight-episode musical action drama built around the world of rap, crime and bruised relationships — and it has done so in suitably loud fashion, launching it at a live concert in Mumbai featuring electrifying performances by KING, Amira Gill, Akshath, Raashii Khanna, Ruaa Kayy and RUTVXK. As if that were not enough, the show’s music album was also dropped at the event, in collaboration with exclusive music streaming partner Amazon Music and music label Warner Music India.
The series is directed by Himank Gaur and produced by Vipul D. Shah and Rajesh Bahl under the banners of Optimystix Entertainment and White Guerrilla LLP. It is created and executive produced by Agrim Joshi and Debojit Das Purkayastha.
The cast is the talking point. KING, the acclaimed Indian rapper and songwriter, makes his acting debut as MC Badnaam, a performer consumed by rivalry and hunger for recognition. Raashii Khanna, returning to Prime Video after Farzi, plays Gurbani. Palak Tiwari, making her streaming debut, plays Sanober. Lakshvir Singh Saran plays Lucky. The ensemble also includes Nakul Roshan Sahdev, Kritika Bharadwaj, Shivankit Parihar, Yograj Singh and Ayesha Raza Mishra in pivotal roles.
The trailer plants its flag squarely in the tension between MC Badnaam and his rival MC OG, played by Parihar, while threading in the love story between Lucky and Sanober. The soundtrack, which spans hard-hitting rap anthems to emotionally charged melodies, is as much a character in the show as any of its leads.
Gaur was candid about what drew him to the project. “Lukkhe gave me a chance to dive into a world that’s loud, emotional, and constantly on edge,” he said. “What stayed with me was how every character is chasing something personal, and music becomes their way of expressing it. Working with this cast, especially KING in his debut, along with Raashii, Lakshvir, and Palak, was incredibly rewarding because they brought honesty that elevated every moment.”
Khanna reflected on her character with evident relish. “Playing Gurbani in Lukkhe was a really intense and fulfilling experience,” she said. “What I found most interesting was how her strength comes from something deeply personal, which shapes every decision she makes. It was about finding that balance between vulnerability and grit.”
KING, stepping in front of the camera for the first time, was characteristically direct. “Stepping into Lukkhe as MC Badnaam has been a defining moment for me,” he said. “What drew me in was how real his hunger and need to be heard felt. It’s something I connect with as an artist. Bringing music into his journey made the experience even more personal.”
Tiwari described the role as a first on multiple fronts. “It was my first time working with Prime Video, and the whole experience felt new and creatively satisfying,” she said. “Being part of a story that has both intense and heartfelt moments, along with a team that brought so much honesty to it, made this journey truly memorable.”
Saran, for his part, zeroed in on what made Lucky tick. “Lucky is someone who’s trying to move forward while still carrying the weight of his past, and that push-pull made him really interesting to explore,” he said. “There’s a sincerity to his journey that I hope people connect with.”
Lukkhe premieres on Prime Video in Hindi on 8th May, across India and in more than 240 countries and territories worldwide. In a streaming landscape drowning in crime dramas, this one is betting that putting a rapper at its centre – and meaning it – is enough to cut through the noise. On the evidence of the trailer, it might just be right.
