Chinese microdramas are on the rise domestically and are enjoying great popularity worldwide

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

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

In response to the industry’s boom in China, this center was modernized to provide full-service online microdrama production.

Microdramas, typically consisting of dozens of one-minute episodes, are viewed on smart device screens. These vertically shot short series with intense twists and rapid story development quickly gained a large fan base.

The industry witnessed explosive growth in 2023 and this year is being referred to as “Year One” for microdramas. The market size of China’s microdrama industry rose 268 percent year-on-year to 37.39 billion yuan (about 5.3 billion U.S. dollars) in 2023 and is expected to exceed 100 billion yuan by 2027, according to data from iiMedia Research.

Chinese microdramas are also delighting audiences around the world as downloads of China’s short film apps soar in overseas markets as Chinese producers look for models to export such content to enthusiastic global audiences.

FORMULA FOR THE DIGITAL AGE

The rise of microdramas coincides with a larger global shift in media consumption. At a time when content is increasingly consumed in bite-sized chunks, these dramas are perfectly tailored to the demands of modern digital life. In the words of one netizen: “I can finish multiple episodes in a few minutes, even in between.”

According to the latest statistical report on China’s Internet development released in August, more than half of Chinese Internet users have watched microdramas.

Chen Bin, executive producer at Xiying Group, said viewing scenarios for long-form shows are limited, and due to the increasing speed of life, people have less time to watch long-form dramas.

There are also commercial requirements, Chen added, with microdramas having short production schedules and small budgets, making it easier to achieve commercial goals and complete the business cycle.

According to an official at the Shanghai International Short Video Center, five or six crews can film there at the same time, while the number of crews at the park had reached nearly 20 at times in the second half of 2023. General projects can be completed in about a week, he added.

Microdramas are typically promoted on short-video platforms such as Douyin, the Chinese version of TikTok, and Kuaishou, and generate revenue from users’ payments when they click on the link to view the full story.

Many successful microdramas have earned lucrative profits. One titled “Unparalleled,” produced by Fung Culture based in Xi’an, northwest China’s Shaanxi Province, set a record by grossing over 100 million yuan in sales in just eight days of its release.

Many new players have recognized the business potential and have entered this market. A total of 557 short online series were registered with the National Radio and Television Administration in 2023 – more than double the number in 2022.

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

What traditional film and television could learn from the success of microdramas is the value of their close connection with audiences, an industry insider said, adding that TV shows and films are sold to platforms while microdramas are paid directly by audiences, and that’s how makers think of microdramas are constantly thinking about how they can meet the needs of their audience.

GROWING GLOBAL ARRIVAL

The appeal of Chinese microdramas is not only limited to the Chinese domestic market, but global viewers also find watching them both relaxing and relaxing.

“I recently discovered Chinese mini-dramas and love them,” posted one user in a Reddit community focused on Chinese dramas. “I enjoyed dramas like Love Like the Galaxy and The Story of Yanxi Palace, but they are way too long,” the same user added.

“Usually they are much more direct and less to the point and we get more actual relationships,” said another user.

According to US data analytics firm Sensor Tower, more than 40 Chinese short film apps entered foreign markets by early 2024, generating nearly 55 million downloads and in-app purchases worth $170 million.

“Short dramas inherently meet people’s entertainment needs at low cost,” said Liu Jinlong, head of ShortTV, a major player in China’s microdrama field. Their high-energy, plot-twisting storytelling meets the fragmented entertainment needs of a global audience, he said.

Over the past year, apps like ShortTV have skyrocketed up the download charts in countries like the US and Thailand. In March 2024, ShortTV was the most downloaded app in the US Apple Store.

ReelShort, a short series application from COL Group, experienced a similar development, repeatedly landing at the top of the charts on both Google Play and Apple’s App Store.

“The overseas market for Chinese short film apps is expected to reach a market value of $1.5 billion by 2024,” Liu said. China’s web novels already have a long-standing reader base in international markets, which has fueled investors’ enthusiasm for adapting web novels into short dramas for overseas distribution, Liu added.

NEW FRONTIER OF CULTURAL ADAPTATION

The overseas expansion of Chinese microdramas is still at an early stage, said Li Tao, managing director of Fung Culture.

Like other cultural products, domestically produced microdramas face challenges in “adaptation” when they go abroad, Li said.

Chinese domestic microdramas are often adapted from online novels and feature unbeatable heroes, a character’s rise from obscurity, revenge, and romance from a female or male perspective.

Western audiences have better paying habits but won’t stay hooked on CEO love stories forever, and the demand for quality stories is urgent, industry insiders say.

In the early stages of their international expansion, platforms simply dubbed popular Chinese microdramas into English. In the Southeast Asian market, this model of merely translating dramas can be adopted, but apart from 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 is also about translating culture,” said Liu Jinlong.

This realization has led Chinese production teams to experiment with more localized content. Increasingly, microdramas aimed at international markets are being filmed 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 mixing familiar Western tropes with elements of revenge and romance that have long been a staple of Chinese storytelling.

There is industry-wide consensus that good storytelling resonates globally and the emphasis on quick money and quick wins could ultimately undermine the industry’s long-term potential.

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

What’s notable is that in 2024, many Chinese producers have started trying out more diverse themes such as suspense and historical dramas, while also crafting better stories.

China is also improving regulation of the industry. Authorities removed series of microdramas that allegedly contained vulgar content. As of June 1, 2024, all microdramas must have a publishing license or archiving number linked to an appropriate platform.

In order to promote high-quality development of the industry, regions such as Shanghai and Shaanxi have launched plans and special funds to support enterprises along the entire microdrama production chain.

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

(Web editor: Zhang Kaiwei, Zhong Wenxing)