South Korean broadcaster MBC wins copyright case vs Bilibili

The worldwide rise of Korean dramas and variety shows has reshaped viewing habits, but it has also reignited conversations about where and how audiences consume content.

For many international fans, access has not always come through official platforms. Unlicensed streaming sites like KissAsian and Dramacool, along with user-uploaded content on Bilibili, have long filled the gap for viewers seeking convenience and free access.

However, these platforms have also drawn criticism for enabling widespread copyright violations. A turning point came in November 2024, when Dramacool ceased operations.

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Now, a new legal development is further shifting the landscape.

Copyright infringement case vs Bilibili

South Korean broadcaster Munhwa Broadcasting Corporation (MBC) has secured a final court victory in China against Bilibili, concluding a copyright infringement case first filed in 2021.

MBC had argued that the platform failed to properly address the unauthorized distribution of its content, allowing pirated material to circulate freely.

The Jiangsu Higher People’s Court ultimately sided with the broadcaster, determining that Bilibili played a more active role than it claimed.

In its ruling, the court rejected the platform’s defense that it functioned merely as a neutral intermediary. Instead, it highlighted how algorithm-driven recommendations helped surface and promote infringing content.

MBC expands legal efforts

In the aftermath of the ruling, MBC signaled a more aggressive stance moving forward.

The broadcaster shared plans to expand its legal efforts against international platforms that profit from unauthorized distribution. It also underscored its push for stricter standards, particularly targeting repeat infringement and systemic lapses in content regulation.

The outcome reflects a broader industry shift, as Korean media companies work to protect their intellectual property amid soaring global demand.

While unofficial platforms once played a role in spreading Korean content across borders, the tide appears to be turning toward tighter control and enforcement.

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