MUMBAI: K is clearly for kickstart, as Amazon MX Player dives into the Korean wave with its biggest drama drop yet, an exclusive 18-title content deal with CJ ENM, one of the world’s most influential entertainment companies. Following Amazon’s acquisition of MX Player earlier this year, this marks the first official content package between the two players in India, and it’s a love story scripted for the country’s ever-growing K-drama fandom.
Leading the line-up is Lovely Runner, the breakout romance that set global K-pop hearts fluttering, premiering on 8 September 2025. But the marathon doesn’t end there. Over the next four quarters, Indian viewers can expect a steady stream of fan-favourite titles from My Lovely Liar and Twinkling Watermelon to Wedding Impossible and Delightfully Deceitful. Each will roll out free of cost, dubbed in Hindi, Tamil and Telugu, making them accessible to millions beyond the subtitle-savvy crowd.
For MX Player, this is more than a content drop, it’s a sharp play in the AVOD streaming space, offering premium Korean dramas on a completely free model. “The demand for global content, especially K-dramas, has grown exponentially in India,” said Amazon MX Player director and head of content Amogh Dusad. “With 18 premium dramas many blockbusters now available in local languages, we’re thrilled to make these shows accessible at no cost.”
CJ ENM, which has already proven its storytelling muscle worldwide, sees this as a milestone in K-content’s Indian journey. CJ ENM VP of international business Sebastian Kim called it a “very meaningful launch,” noting that the combination of strong casts, compelling narratives and high production values will strike a chord with Indian audiences.
Viewers can catch the shows exclusively on Amazon MX Player across multiple touchpoints from the MX Player mobile and Connected TV app to Prime Video, Fire TV, Airtel Xtreme, and even the Amazon shopping app. With free access and familiar local languages, MX Player is betting that India’s growing K-drama community is ready to binge like never before.
The partnership also underlines Amazon MX Player’s broader strategy: to blend global hits with local resonance, drawing new audiences through culturally adapted content. And with K-dramas now just a click away minus the subscription fee, the next big binge in India may well come with subtitles switched off and romance dialled up in Hindi, Tamil and Telugu.
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