Editorial | China’s mini dramas may be onto something big
Audiences in Southeast Asia love Chinese micro series. In the US, interest in the format is picking up
With the usual themes of romance, revenge and rags-to-riches journeys, mini dramas play like traditional television series that have been reformatted, so you can watch them anytime, anywhere on your mobile device. Watch out for pedestrians too engrossed in these dramas.
Called micro or short series, the dramas run just a few minutes per episode, with fast-paced storylines and frequent plot twists. People have flocked to RedNote, Douyin and Bilibili, among other platforms, to watch them.
The format first emerged in China in 2018 after TikTok’s debut and gained popularity during the pandemic. Hits like Addicted Only to You and White Moonlight have found dedicated followings in Malaysia. Thailand, Vietnam and Indonesia are also major markets.
Producers have expanded into science fiction, suspense and historical short series. The micro drama industry raked in more than US$5 billion last year and is rapidly expanding. Just like with social media, the more eyeballs these dramas attract, the more revenue they generate. Last year, micro dramas reached an audience of 662 million in China, and nearly 220,000 people are directly employed in the industry, according to a report by the China Television Drama Production Industry Association.