CJ ENM Brings K-Dramas to Emirates’ IFE
Originally published on APEX
Korean entertainment continues to grow in popularity, and now, airline passengers will have access to more exciting Korean content. CJ ENM, a South Korean entertainment company, has announced a partnership with Emirates to bring four of its most acclaimed K-Dramas to the carrier’s ice in-flight entertainment (IFE) system. The deal was facilitated by content distribution and production company Circular Media.
The Astronomical Rise of K-Dramas
Throughout the past decade, K-Dramas have garnered immense popularity worldwide thanks to streaming platforms, social media, and a devoted global fan base. This has led to a growing global demand for high-quality Korean content, especially in travel entertainment. Several airlines have recognized the international appeal of Korean dramas and incorporated them into their IFE offerings, including Korean Air, Air Premia, Cathay Pacific, Japan Airlines, China Airlines, and now Emirates.
Since 1995, CJ ENM has been instrumental in expanding K-culture’s global reach and shaping Korean media’s global perception. In recent years, CJ ENM has worked to secure distribution deals with major streaming platforms and broadcasters worldwide. The partnership with Emirates further solidifies the Korean entertainment company as a major player in the international market.
A still from Guardian: The Lonely and Great God. Image via Circular Media
According to Sebastian Kim, VP of the International Content Business Department at CJ ENM, the deal is a “monumental moment.” He added, “We genuinely hope this in-flight exposure opportunity of our well-made titles brings joy, thrill, and happiness to all the customers who begin their journeys with the airline.”
CJ ENM’s Romantic Comedies Take Flight
Four of CJ ENM’s K-Dramas will be available on Emirates’ in-flight entertainment system: Guardian: The Lonely and Great God; Lovely Runner; Hotel Del Luna andWhat’s Wrong with Secretary Kim.
A promotional poster for Guardian: The Lonely and Great God. Image via Circular Media
Guardian: The Lonely and Great God is a 16-episode series written by Kim Eun-sook. The show is about a man who has lived over 900 years and seeks a bride to break his immortal curse and suffering by pulling out a sword stuck in him since the Goryeo period. In this quest to meet his bride, he encounters a grim reaper and other people he has connections to in their previous lives. The series aired on CJ ENM’s tvN between December 2016 and January 2017. It became a cultural phenomenon in South Korea and earned critical acclaim.
Lovely Runner is a 16-episode series combining romantic comedy and fantasy starring Byeon Woo-seok and Kim Hye-yoon. In the show, Ryu Sun-jae, a major celebrity, ends his life, which devastates his top fan, Im Sol, but fate intervenes and transports Sol back 15 years to high school when Ryu and Im are students. Sol makes it her mission to protect Ryu and change the course of destiny. It initially aired on tvN in April 2024.
Hotel Del Luna is a 16-episode fantasy romance drama about an immortal owner of a hotel for ghosts (Jang Man-wol) and a human hotel manager (Goo Chan-sung) who is forced to work there. They get to know each other as they navigate their jobs and the hotel’s supernatural world. The series aired on tvN from July through September 2019 and was the most viewed tvN drama of 2019.
What’s Wrong with Secretary Kim is a 16-episode romantic comedy that follows a romance between a narcissistic CEO (Lee Joon) and his assistant (Kim Mi). Lee’s world is shaken after Kim announces that she will resign, and in an attempt to change her mind, Lee does whatever he can to persuade her from quitting. The series aired on tnN from June through July 2018.
An Enhanced IFE Experience for Emirates Passengers
The partnership enhances Emirates’ entertainment offerings as it caters to K-Drama fans and new audiences interested in the genre. Emirates already offers a varied selection of Korean movies onboard, and the addition of this new content “underscores the growing global demand for high-quality K-Dramas,” according to Nicolás Valdés, CEO of Circular Media.
The partnership between CJ ENM and Emirates sets a precedent for the airline industry. As competition between airlines intensifies, offering passengers exclusive and diverse entertainment options can be a key differentiator. As K-Dramas continue to be at the forefront of global entertainment trends, other airlines will no doubt continue to integrate more international content into their entertainment systems.
