Nexa Dynamics Invests in Jang Geun-suk's Drama "Co-living," Accelerating Commerce Expansion Based on Content IP

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Nexa Dynamics is set to secure content intellectual property (IP) rights through investment in drama production and expand its brand and commerce business utilizing these assets.

Nexa Dynamics (Co-CEOs Shin Donghee and Lee Jeongju) announced on May 6 that it will participate as the main production investor in the new K-drama "Co-living: The Boss Lives in My House," starring Jang Geun-suk. Unlike a simple production cost investment, this participation is structured to simultaneously secure various monetization opportunities based on a share of the drama's IP rights, including subsidiary rights, product placement (PPL) and sponsorship, advertising and marketing, as well as commerce integration.

This project is based on a Japanese novel that has already achieved success locally as both a manga and a drama. It has been reinterpreted in line with Korean sentiment as an eight-episode miniseries, combining elements of comedy and noir with the everyday life of youth and Korean cuisine. The series features a human drama format, capturing human relationships, emotions, the hardships and comfort of youth, all connected through food.

In particular, the use of Korean cuisine as a major theme throughout the drama aligns with Nexa Dynamics' K-content commerce strategy. Elements such as food, recipes, characters, and settings from the show will serve as a foundation for expansion into short-form videos, social media content, merchandise, brand collaborations, product placement, and sponsorship opportunities.

Nexa Dynamics plans to build a structure in which the drama viewing experience translates into digital content consumption and actual product purchases. To this end, the company will produce recipe-based short-form content, develop secondary content centered on the drama's characters, promote reviews and dissemination through MCN networks, and collaborate with K-food, K-beauty, and lifestyle brands.

The company is also focusing on expanding overseas recognition for its partner brand, BRMUD. Its strategy is to design simultaneous brand experiences and purchase conversions by connecting secondary content, live commerce, and overseas distribution channel promotions.

A company representative stated, "Content is an asset that goes beyond simple consumption, connecting fandom creation, brand experience, and real consumption," adding, "Through this investment, we will examine both monetization models based on drama IP and the potential for content commerce."

Nexa Dynamics has recently been building a business structure that connects content IP, MCN, AI content production, and brand commerce, and is working to expand its commerce business based on K-content. With this drama investment, the company plans to gradually discover new sources of revenue and expand its business.

This investment is significant in that it represents Nexa Dynamics' strategic move to actively expand a new business model combining content and commerce through the utilization of drama IP.

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