Married at First Sight, The Double Life of My Billionaire Husband, My Death Brings Flames... These, and many more micro drama titles that are wildly popular among viewers, are reshaping China's entertainment landscape. Last year, micro dramas, once an emerging genre of entertainment riddled with low-budget productions, surpassed films in terms of market value for the first time, generating 50.4 billion yuan ($6.9 billion).

Meanwhile, the user base for Chinese micro drama apps had reached 576 million in June 2024, exceeding those of food delivery services, online literature and online car hailing platforms, according to a white paper released by the China Netcasting Services Association in November 2024. The micro drama sector also reportedly offers approximately 648,000 jobs.

"Micro dramas feature highly concentrated plots that are rich in twists and turns. While adhering to some conventional tropes, it avoids being predictable. To some extent, they are more like a service tailored to my emotional needs," Qin Lian, a 32-year-old fan of micro dramas, told Beijing Review.

Following several adjustments, the National Radio and Television Administration defines micro dramas as "online dramas with a single episode duration ranging from tens of seconds to 20 minutes, with a relatively clear theme, as well as a relatively continuous and complete storyline."

A new channel 

In the early stages, micro dramas were primarily distributed on short video platforms like Douyin, the Chinese version of TikTok, and Kwai, with their revenue generated mainly through advertising and paid subscriptions.

As this industry evolves, mainstream video streaming platforms in China now also consider micro dramas a key component of their content reservoir, aiming to enhance user engagement. For example, iQiyi began producing micro dramas late last September, and within just three months, some series achieved a single-month revenue exceeding 1 million yuan ($138,200).

Beyond the increase in broadcasting platforms, the content of micro dramas has also diversified. Renowned directors, film and television production companies, TV stations, as well as some government departments hoping to promote local specialty products and tourism resources, have all presented their offerings, leading to the continuous emergence of high-quality productions.

With its rapid rise, micro drama has evolved from an entertainment product into a powerful marketing channel. Last year, many well-known brands produced their own dramas to engage audiences, including international food and beverage giants such as McDonald's, KFC and Starbucks.

Customized micro dramas involve close collaboration between a brand and the production team, demanding the seamless integration of brand elements into the storyline—from script development and character design to scene layout. Although this approach requires meticulous planning and execution, an increasing number of brands are trying to ride the new wave of advertising, as the investment not only serves as an ideal way to increase their market recognition but also delivers tangible economic benefits.

For instance, among the 48 brands in the top 30 most-watched micro dramas on Douyin's e-commerce platform Douyin Mall, 35 reported remarkable month-on-month sales growth after the productions were released. Fifteen of them saw their sales increase by more than 100 percent, demonstrating substantial impact.

Notably, as its customized micro drama was released, KFC simultaneously introduced new menu items, and the marketing boost generated by the broadcast contributed to an astonishing 1,890-percent month-on-month sales growth.

Another typical example is that of Pechoin, a long-established skincare brand in China, which also saw its sales double following the release of two episodes of a popular micro drama that were custom-made for it.

Chinese company Dimension Drift HK Ltd.'s team works on site in Los Angeles, the United States, in July 2024 (COURTESY PHOTO)

Beyond borders 

Chinese micro dramas are also gaining traction globally. According to DataEye, an online data analysis platform for the gaming industry, the cumulative downloads of Chinese micro drama apps abroad reached nearly 55 million in 2024, with the apps' overseas revenue reaching $170 million. Some of them have topped the charts in mobile app stores across many countries.

Chinese micro drama platforms, including ShortMax, GoodShort and DramaBox, are actively expanding into the Southeast Asian market, offering local audiences a vast selection of dubbed Chinese series. Productions with distinct Chinese characteristics, particularly those set in ancient times and those heavily inspired by mythology, are particularly popular in Southeast Asian countries, due to shared cultural backgrounds, their appealing attire and intricate details.

Dubbed dramas aside, the platforms also offer original content created specifically for overseas audiences. Correspondingly, Chinese micro drama companies are extending their business operations internationally. Dimension Drift HK Ltd. is one of those companies.

According to Xiao Mengyuan, founder of Dimension Drift HK Ltd., costs for producing micro dramas in North America are clear-cut. Over the past two years, expenditures have risen greatly, driven by bigger investment in better sets, casts, costumes and other elements. Despite the increases, their budgets remain considerably lower than those associated with conventional TV series.

Some of the company's micro dramas targeting overseas audiences are adapted from Chinese hits. "Compared with the original Chinese versions, the North American adaptations' storylines and basic plots remain unchanged, but the backgrounds and details have been 'localized'," Xiao told Beijing Review.

Currently, Xiao's company collaborates with production teams from target markets in shooting micro dramas to be released abroad, with casting, set design and filming conducted locally. But all their directors come from China. "Domestic directors are well-versed in the format and better understand the key moments that serve as breaking points," she explained.

In addition to adapting scripts, the company also develops original scripts tailored to the preferences of individual broadcasting platforms, proceeding to joint production upon approval. "Projects with existing scripts are prepared within a month and a half, while those developed from scratch require two to three months. Filming typically takes eight days, followed by one to two months of post-production. The entire process moves quickly. From the beginning of this year until now (early March), we already have seven dramas in production," Xiao said.

According to her observations, the overseas micro drama market is booming, with many platforms, and even TV stations, joining the production landscape. "Each platform is leveraging its unique strengths to explore and develop its own signature genres. For instance, some platforms originate from online literature services and have an abundance of phenomenal web fictions ready for micro drama adaptation, while certain TV stations have access to well-known actors for casting. Therefore, identifying the genre of drama one excels in is especially important," she added.

In the future, she intends to further refine localization efforts to create scripts with competitive advantages.

(Print Edition Title: Small Volume, Big Value)

Copyedited by Elsbeth van Paridon

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