SAMG Enter·LG Uplus·Haijeum Studio Launch Global K-Robot Drama Production

SAMG Entertainment, LG Uplus, and Highjeum Studio announced on the 30th that they have established a joint special purpose company (SPC) and are embarking on the production of a live-action K-robot drama.

The three companies explained that through the establishment of this special purpose company, a dream team has been formed to open a new horizon for K-Hallyu content based on robot IP. They added that it is especially meaningful that the three companies, each with significant strengths in business, production, investment, and distribution, have come together to take on the long-awaited live-action robot project in the domestic entertainment industry.

Kim Suhoon, CEO of SAMG Entertainment, said, “The giant live-action robot project has been a long-standing challenge in the domestic entertainment industry, but it was postponed several times due to technical and market limitations. SAMG Entertainment has also been working on this project for a long time. If SAMG Entertainment’s successful business model is expanded into movies or dramas, it can generate high added value like Marvel, Disney, and Hasbro. Given that K-content is receiving global attention now, we judged that this is the optimal time for SAMG Entertainment to enter the global kidult market as a global IP holder.”

In the K-robot live-action project to be produced through collaboration among the three companies, SAMG Entertainment will apply its globally successful business models such as , , and to provide IP creativity and know-how. Highjeum Studio, which has produced and succeeded with many popular K-dramas such as , , and , will contribute its hit-making strategies. LG Uplus will participate in IP co-planning and production through its content-specialized studio ‘STUDIO X+U’ and take on the management role to lead the entire project stably, including investment and distribution.

Highjeum Studio stated, “K-content is attracting worldwide attention. The renowned production team that created this top-tier K-content is joining forces to produce the K-robot live-action project. We will apply the production know-how accumulated by Highjeum Studio to the K-robot live-action project and lead the global market.”

The global robot IP market that the K-robot project will enter is extremely hot. The kidult market in Korea alone is expected to grow to a scale of 11 trillion won, with overseas robot IPs at its center. Moreover, it is a genre that allows long-term and diverse business expansion, including theme parks, games, and MD. Hasbro, which grew from a toy company to a global entertainment company through the success of the live-action Transformers, recorded sales of 6.9 trillion won last year. Bandai, which owns the Gundam IP that has consistently attracted attention in the global subculture market, recorded annual Gundam-related sales of around 800 billion won until recently and surpassed 1 trillion won in sales last year.

Lee Deokjae, Chief Content Officer (CCO) of LG Uplus, said, “Based on Korea’s AI and VFX technology, the story produced by combining 3D robots and real actors is expected to receive new attention in the global content market. We will strive to grow it into an IP that captivates mechanical fans worldwide and contribute to creating new added value.”

The K-robot live-action drama, which will be presented as a joint project of the three companies, is scheduled to air in 2026 and will be released worldwide through global OTT platforms.