A+E Global Media is increasing its bet on Korean originals. The studio is investing in and globally distributing Oh! My Guard, a Lifetime Korea romantic comedy-drama headlined by CNBLUE singer-actor Jung Yong-hwa and Hong Seung-hee.
The series has already been licensed for release in 83 countries. Asian streamer Viu is among the early buyers, with the title set to premiere on Lifetime Korea next month.
What’s in the package
Oh! My Guard follows a melodramatic star hiding a serious secret and a woman who, after an accident, believes she is the heroine of his drama. The premise sets up an unpredictable romance, mixing K-drama emotional beats with rom-com pacing.
- 83 markets licensed for release, including Asian streamer Viu
- Lifetime Korea premiere set for next month
- Directed by Yoon Jong-ho, whose recent credits include Lovely Runner, and Lee Seung-hoon
- Written by Byun Sang-soon and produced by Syn & Studio and People Story Company
- A+E to shop the title at MIPCOM Cannes
A+E said it “recognized the series’ potential to bring together the nuanced emotional storytelling associated with Korean dramas, the buoyant pace of romantic comedy and the international fandom surrounding Korean actors and K-pop stars.”
A+E Korea managing director Youngsun Soh said the company was drawn to “its inventive premise, the fresh pairing of Jung Yong-hwa and Hong Seung-hee, and director Yoon Jong-ho’s sophisticated direction.”
Why this matters for the screen business
This deal signals that A+E is treating Korean drama as an export-first category rather than waiting for a single domestic ratings result. The 83-territory footprint and Viu licensing mean distribution is being lined up before the Lifetime Korea run, reducing risk through pre-sales and fast global windowing.
The investment fits A+E’s stated priority on Korea after last year’s rebrand from A+E Networks, positioning the studio as a global distributor of Korean IP rather than only a channel operator.
For entertainment marketers and media planners, the casting is the data point. Jung Yong-hwa brings CNBLUE’s built-in fanbase, which can lower customer acquisition costs in markets where K-pop already drives streaming sign-ups. Hong Seung-hee adds K-drama credibility from titles such as Navillera and Move to Heaven.
What to track next
The commercial test begins at MIPCOM Cannes, where A+E will see whether buyer appetite extends beyond the first 83 territories. The more useful metric after launch will be whether Viu’s window converts K-pop fans into paying subscribers, and whether Lifetime Korea can feed a second cycle of licensing momentum.
Source: Deadline
