Kim Sijung, MBN Director: "Upgrading K-Content with Authenticity and Global Focus"

K-Bakery and Trot Survival Shows to Premiere in the First Half of the Year

Kim Sijung, Head of Production at MBN. Provided by MBN

MBN will strengthen the competitiveness of K-content in 2026 by emphasizing 'authenticity' and 'global' as its core values.

On January 9, Kim Sijung, Head of Production at MBN, spoke about the network's project strategy for this year, stating, "We will produce content that can be enjoyed by all age groups," and added, "We will present an upgraded version of the K-market by telling stories that are in demand not only in Korea but also in overseas markets."

MBN will launch two variety shows as its key projects for the first half of the year. 'Cheonha Jebbang,' which will premiere on February 1, is a K-bakery survival program. A total of 72 bakers from around the world, including master bakers and pastry chefs, will compete. The show will be hosted by actress Lee Dahee, with Noh Heeyoung, CEO of a food research institute, and Chef Kwon Sungjun among the judges.

On February 25, the trot audition program 'Unknown Legend - Trot Men’s Ranking War' (Unknown Legend) will be released. The show features competitions between unknown and established singers, providing new opportunities for both. Kim explained, "Unlike traditional competitions, this program will give unknown singers a chance to make their names known, and give legends the courage to stand on stage again."

MBN will also significantly revise its programming strategy to broaden its viewer base. From Monday to Wednesday, content targeting existing viewers will be scheduled, while from Thursday to Sunday, the focus will be on content designed to attract younger audiences. The company is also considering operating a customized content production studio optimized for the 20-49 age group by reallocating internal staff.

To keep pace with the rapidly changing production environment, MBN will also experiment with integrating artificial intelligence (AI) technology into its programs. Kim emphasized, "We will sequentially introduce global battle programs utilizing AI technology, as well as K-beauty and idol audition projects targeting overseas markets."