CJ ENM, Hakuhodo Launch Chapter-I Joint Venture for Global Music

CJ ENM is betting big on global music expansion with a new joint venture that pairs the Korean entertainment powerhouse with Japanese advertising giant Hakuhodo Inc.

The companies have formed Chapter-I, a JV focused on creating music intellectual properties designed for international audiences beyond Asia. The venture name symbolizes “the first chapter where dreams begin,” representing a fresh creative direction for both partners.

The collaboration will combine CJ ENM’s track record in music content creation and talent development through its MCS (Music Creative eco-System) with Hakuhodo’s data-driven market solutions and marketing expertise. The partnership aims to drive industry innovation through new audition formats that cater to evolving audience preferences across diverse markets.

Chapter-I’s inaugural project will be “Unpretty Rapstar: Hip Pop Princess,” a Korea-Japan co-production survival show slated to premiere in October. The program represents a global expansion of Mnet’s “Unpretty Rapstar” franchise, which debuted in 2015 as Korea’s first female rapper competition series.

The new iteration will unite the creative teams behind both “Unpretty Rapstar” and the hit dance competition “Street Woman Fighter” with Hakuhodo’s marketing prowess to scout versatile global artists skilled in rap, dance and music production.

But the venture’s ambitions extend well beyond television production. Chapter-I plans to encompass talent development, music production, content distribution, live performances and merchandising — positioning itself as a player in the global music ecosystem.

The joint venture forms a cornerstone of CJ ENM’s 2025 global music business roadmap, which revolves around three strategic pillars: Global Label, Global Content and Global Platforms. The initiative is designed to cement CJ ENM’s position in the international music industry while accelerating K-pop’s worldwide expansion.

As CJ ENM celebrates its 30th anniversary in 2025, the company continues to reshape K-culture’s global footprint across multiple entertainment verticals. The entertainment conglomerate’s portfolio spans Oscar winner “Parasite,” Tony-winning musicals including “Kinky Boots,” hit series “Queen of Tears,” and music competition format “I Can See Your Voice.”

CJ ENM also manages rising K-pop act Zerobaseone and operates major cultural events including KCON, the world’s largest K-pop fan festival, and the MAMA Awards.

Founded in 1895, Hakuhodo brings more than a century of advertising and marketing expertise. The Tokyo-based company assists clients across Japan and international markets with creative solutions spanning advertising, management consulting and social impact initiatives.

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