Chinese micro dramas on the rise domestically, and striking a chord globally

This undated photo shows the filming site of a micro drama at the Shanghai International Short Video Center in Shanghai, east China. (Xinhua)

BEIJING, Sept. 27 (Xinhua) -- By opening a door or a window, you may travel to different times or spaces and experience various lives in one day at the Shanghai International Short Video Center.

This center has been upgraded to provide one-stop services for the production of online micro dramas in response to the boom of the industry in China.

Micro dramas, typically consisting of dozens of minute-long episodes, are watched on screens of smart devices. These vertically shot short series featuring intense plot twists and rapid story development have quickly gained a large following.

The industry saw explosive growth in 2023 and that year is dubbed "year one" for micro dramas. The market size of China's micro drama industry soared by 268 percent year on year to 37.39 billion yuan (about 5.3 billion U.S. dollars) in 2023, and it is predicted to exceed 100 billion yuan by 2027, data from iiMedia Research shows.

Chinese micro dramas are also captivating audiences around the world as downloads of China's short drama apps surge in overseas markets, while Chinese producers are exploring models for exporting such content to an eager global audience.

FORMULA FOR DIGITAL AGE

The rise of micro dramas coincides with a larger global shift in media consumption. In an era where content is increasingly consumed in bite-sized pieces, these dramas are perfectly tailored to the demands of modern digital life. In the words of a netizen: "I can finish several episodes in minutes, even between doing things."

Over half of Chinese netizens have watched micro dramas, according to the latest Statistical Report on China's Internet Development released in August.

Chen Bin, an executive producer with Xiying Group, said the viewing scenarios for long shows are limited, and due to the pace of life accelerating, people have less time to watch lengthy dramas.

There are also commercial demands, Chen added, with micro dramas boasting short production schedules and small budgets, thereby making it easier to achieve commercial objectives and complete the business cycle.

According to a staff member of the Shanghai International Short Video Center, there can be five or six crews shooting there simultaneously, while the number of crews in the park had reached nearly 20 at one point in the second half of 2023. General projects can be completed in about a week, he added.

Usually promoted on short video platforms such as Douyin, the Chinese version of TikTok, and Kuaishou, micro dramas generate income from users' payments when they click the link to view the complete story.

Many successful micro dramas have generated lucrative profits. One titled "Unparalleled," produced by Fung Culture based in Xi'an, northwest China's Shaanxi Province, set a record by earning revenue of over 100 million yuan in just eight days after its release.

Noticing the business potential, many new players have dived into this market. In 2023, a total of 557 short online series were registered with the National Radio and Television Administration -- more than double the number recorded in 2022.

At a time when traditional film and TV offerings are less attractive to viewers, the rise of short online dramas has filled a gap.

What traditional film and TV might learn from the success of micro dramas is the value of its close connection to the audience, said an industry insider, adding that TV shows and movies are sold to platforms, while micro dramas are directly paid for by the audience, and so creators of micro dramas constantly think about how to meet the needs of their audience.

GROWING GLOBAL APPEAL

The appeal of Chinese micro dramas isn't just limited to China's domestic market, with global viewers also finding that watching them is both relaxing and decompressing.

"I've recently discovered Chinese mini-dramas and loving it," a user posted in a Reddit community focusing on Chinese dramas. "I enjoyed dramas like Love Like the Galaxy and The Story of Yanxi Palace, but they are far too long," the same user added.

"They usually are so much more straight to the point with less fluff and we get more actual relationships," another user said.

According to U.S. data analysis company Sensor Tower, more than 40 Chinese short drama apps had made their way into overseas markets by early 2024, generating nearly 55 million downloads and 170 million U.S. dollars in in-app purchases.

"Short dramas inherently meet people's entertainment needs at a low cost," said Liu Jinlong, head of ShortTV, a major player in China's micro drama domain. Their high-energy, plot-twisting storytelling fulfills the fragmented entertainment demands of global audiences, he said.

Over the past year, apps like ShortTV have rocketed up the download charts in countries like the United States and Thailand. In March 2024, ShortTV was the most downloaded app in the U.S. Apple Store.

ReelShort, a short-series application under COL Group, saw a similar trajectory, repeatedly topping the charts on both Google Play and Apple's App Store.

"The overseas market size for Chinese short drama apps is expected to reach a market value of 1.5 billion U.S. dollars by 2024," said Liu. China's web novels already have a long-term reader base in international markets, which has fueled investor enthusiasm for the adaptation of web novels into short dramas for overseas distribution, Liu added.

NEW CULTURAL ADAPTATION FRONTIER

The overseas expansion of Chinese micro dramas is still in its early stages, said Li Tao, general manager of Fung Culture.

Like other cultural products, domestically produced micro dramas face "adaptation" challenges when going overseas, Li said.

Chinese domestic micro dramas are often adapted from online novels with themes such as unbeatable heroes, a character's rise from obscurity, revenge and romance from either a female or a male perspective.

Western audiences have better payment habits, but won't stay hooked on CEO romance plots forever, and the demand for high-quality stories is urgent, industry insiders say.

In the early stages of their international expansion, platforms simply dubbed popular Chinese micro dramas into English. In the Southeast Asian market, this model of merely translating dramas can be adopted, but except for certain examples, Western audiences still crave stories and characters that reflect their own experiences and cultural backgrounds, Li said.

"It's not just about translating language. It's about translating culture," said Liu Jinlong.

This realization has led Chinese production teams to experiment with more localized content. Increasingly, micro dramas aimed at international markets are being shot with foreign actors and set in locations abroad. The costs are higher, but the results are undeniable.

One of ReelShort's most successful titles, "Fated to My Forbidden Alpha," a werewolf romance drama, became a viral hit in 2023 by blending familiar Western tropes with elements of revenge and romance that have long been staples of Chinese storytelling.

It is an industry-wide consensus that good storytelling resonates globally, and the emphasis on fast money and quick hits could ultimately undermine the industry's long-term potential.

Cultural output should focus on promoting healthy, relatable narratives that align with the values and sensibilities of international audiences, said Guo Tong, an industry analyst.

Notably, many Chinese producers have in 2024 begun to try more diverse themes such as suspense and period dramas, while crafting better stories.

China is also improving the regulation of the industry. Batches of micro dramas deemed to contain vulgar content were removed by authorities. Since June 1, 2024, all micro dramas are required to have a publishing license or filing number linked to a corresponding platform.

To promote high-quality development of the industry, regions including Shanghai and Shaanxi have launched plans and special funds to support companies along the whole micro drama production chain.

This undated photo shows the filming site of a micro drama at the Shanghai International Short Video Center in Shanghai, east China. (Xinhua)