China's micro-dramas a screen saver for film world

Going overseas

Many of the leading global micro-drama apps such as ReelShort, DramaBox, ShortMax, FlickReels and StardustTV, were developed by Chinese companies.

In addition to the apps, Chinese players are behind almost every aspect of the industry, from script creation studios, production companies, filming bases, marketing channels, IP distributors and advertisers to platforms.

While adaptations of Chinese micro-drama IPs, such as translated and dubbed ones, are gaining traction in international markets, experts and industry leaders point out that overseas audiences are showing increasing demand for more localized and homegrown content.

This will require greater global collaboration as well as productions featuring different cultural identities in targeted markets.

Google is actively working on joining Chinese developers with overseas partners, aiming to help drive global content creation and boost growth.

Snapchat, with nearly 1 billion active monthly users, is hoping to help Chinese micro-dramas further expand, especially in the US and Saudi Arabia.

"We estimate that currently there are about 300 Chinese micro-drama apps in international markets, mostly in the stage of capturing users," said Other Zhang, general manager of SanShengWanWu Media, one of the leading micro-drama production companies in China that produced the overseas hits Heartbeat Alert and Contract Marriage Before Election.

"The cost of overseas production can be very high, while China has a mature ecosystem and still remains a home base for overseas micro drama making," he said.

Yang Zhidong, founder and CEO of O.M Studio, said his company is constantly expanding its international team with actors, scriptwriters, directors and operators from diverse backgrounds. "When we are talking about Chinese micro-dramas going overseas, we are not referring to one certain product, but to the whole industry chain," Yang said.