Chinese producers are aggressively pushing microdramas as a key export vehicle, with major partnerships and co-production deals reshaping the global entertainment scene. The short-form video format, which typically features episodes under three minutes long, has become far more than a domestic trend—it's now a strategic cultural export that's generating billions in overseas revenue and attracting interest from international broadcasters and platforms.
The shift marks a significant moment for Chinese entertainment. For years, traditional television dramas and films dominated exports. But microdramas, with their low production costs and rapid turnover model, are proving far more adaptable to international markets. They're not just being sold to foreign audiences. They're being remade, localized, and co-produced with teams in countries across Southeast Asia, Europe, and beyond.
Key Takeaways
- Chinese microdramas generated $2.38 billion in overseas revenue in 2025, with 1.21 billion global downloads
- Over 300 overseas apps now distribute Chinese microdramas through various platforms and channels
- Chinese companies are establishing production centers abroad and partnering with local teams to create region-specific content
- The format is driving a broader shift in how Chinese entertainment companies approach global expansion
Background
Microdramas aren't new in China. The format emerged years ago as a response to changing viewing habits, particularly among younger audiences. But what started as a domestic phenomenon has evolved into something much larger.
The numbers tell the story. In 2020, China's micro-drama industry was worth less than 1 billion yuan. By 2025, it had exploded to nearly 100 billion yuan. That's roughly double the country's total box office revenue. The market is expected to exceed 120 billion yuan by 2026.
This explosive growth caught the attention of producers and executives worldwide. The format works because it's designed for mobile devices. Episodes are short. Stories move fast. Production is cheap. And the data-driven approach means creators can adjust content in real time based on what audiences actually watch.
"Micro-dramas align well with the viewing preferences of young people today and act as an effective cultural bridge connecting young people across nations." – Garin Nugroho, Indonesian director
Southeast Asia emerged as the first major market outside China. The region has a young population with high internet penetration, growing digital payment adoption, and strong appetite for new entertainment formats. In 2025, the number of paying micro-drama users in Southeast Asia jumped 28 percent year over year.
Key Details
The Format and Its Appeal
Microdramas follow a specific formula. Each episode runs under three minutes. A typical series contains between 50 and 90 episodes. The stories cover everything from urban romance and family drama to fantasy and suspense. The pacing is deliberately fast, with dramatic conflicts and emotional peaks designed to keep viewers hooked across multiple episodes.
What makes them work internationally is partly cultural. The shows feature China's natural landscapes, traditional clothing, and modern urban life. For viewers in Southeast Asia and beyond, they offer a window into contemporary Chinese culture that feels authentic and relatable rather than exotic.
The Global Expansion Strategy
Chinese companies aren't just selling finished products. They're building infrastructure abroad. Jiuzhou Wenhua, a company based in Zhejiang province, has produced more than 600 microdramas for overseas markets. About 20 percent were originally created by overseas production teams. The company has reached over 10 million viewers internationally.
Other companies are taking similar approaches. They're setting up production centers in Thailand, the Philippines, and other countries. They're hiring local actors, directors, and crew members. They're adapting scripts to reflect regional stories and sensibilities.
This represents a significant shift from traditional content export models. Instead of simply selling Chinese content to foreign audiences, companies are creating content with foreign partners. The intellectual property remains Chinese, but the creative process is genuinely collaborative.
The "China-Controlled, Overseas-Produced" Model
One example illustrates how this works in practice. A Thai adaptation of a Chinese micro-drama called "The Thirsty 30" combined China's mature creative concepts and production standards with Thai creative input. Local elements were woven into character development, plot details, and dramatic conflicts. The result was content that felt both authentically Thai and recognizably part of the Chinese micro-drama ecosystem.
IDN Times, an Indonesian digital media company, acquired rights to Chinese microdramas and established a local production division. Rather than simply distributing Chinese content, they studied the narrative pacing and creative techniques, then applied those lessons to produce original content tailored for Indonesian audiences.
Market Reach and Revenue
The numbers are staggering. Over 300 overseas apps now offer Chinese microdramas. In 2025, global downloads reached 1.21 billion. Overseas revenue totaled $2.38 billion. More than 60 percent of users are under 40 years old, with the highest engagement among teenagers and young adults.
But the market is also maturing. The industry has moved from explosive growth to what analysts call "inventory competition." That means more content, more competition for viewers' attention, and increased pressure on quality. The free micro-drama market accounts for about two-thirds of the live-action segment, while animation dramas represent a growing new category.
What This Means
The micro-drama export strategy signals a fundamental change in how Chinese entertainment companies think about global markets. It's not about waiting for international recognition of existing stars or betting everything on a single film. It's about creating a sustainable, scalable model that can be adapted to dozens of countries simultaneously.
For other entertainment industries, the implications are significant. The micro-drama model proves that low-cost, high-frequency content can compete globally against big-budget productions. It shows that audiences worldwide will watch content that reflects local cultures and sensibilities, even when that content comes from abroad. And it demonstrates that international co-production and localization can work at scale, not just as occasional special projects.
The strategy also reflects broader shifts in how content gets distributed and consumed. Traditional television networks controlled what people watched. Streaming platforms changed that. But microdramas represent something different—content designed from the ground up for mobile devices, social media integration, and data-driven optimization. It's entertainment built for how people actually consume media in 2026.
Chinese companies are betting that this model will work everywhere. They're investing in production infrastructure abroad. They're hiring local talent. They're adapting stories and characters to regional preferences. And early results suggest they're right. The growth rates, download numbers, and revenue figures all point to a format and strategy that's resonating with audiences far beyond China's borders.
Frequently Asked Questions
What exactly is a micro-drama?
A micro-drama is a short-form video series designed for mobile viewing. Each episode runs under three minutes. A complete series typically contains 50 to 90 episodes. The stories move quickly and are designed to keep viewers engaged across multiple episodes. They cover genres like romance, family drama, fantasy, and suspense.
Why are Chinese microdramas succeeding internationally?
Several factors drive their success. The format works perfectly on mobile devices. Production costs are low, so companies can make many shows simultaneously. Stories feature relatable characters and emotional conflicts that work across cultures. The shows also showcase Chinese culture, landscapes, and modern urban life in ways that appeal to international audiences. Additionally, the data-driven approach allows creators to adjust content based on what viewers actually watch.
Are microdramas just a trend, or is this a lasting business model?
Industry analysts view this as a lasting shift, not a temporary trend. The domestic Chinese market has matured from explosive growth to stable competition. International expansion is now the primary growth driver. Companies are investing heavily in overseas production infrastructure, hiring local talent, and building long-term partnerships. These aren't short-term bets—they're structural changes to how entertainment gets made and distributed globally.
Frequently Asked Questions
What exactly is a micro-drama?
A micro-drama is a short-form video series designed for mobile viewing. Each episode runs under three minutes. A complete series typically contains 50 to 90 episodes. The stories move quickly and are designed to keep viewers engaged across multiple episodes. They cover genres like romance, family drama, fantasy, and suspense.
Why are Chinese microdramas succeeding internationally?
Several factors drive their success. The format works perfectly on mobile devices. Production costs are low, so companies can make many shows simultaneously. Stories feature relatable characters and emotional conflicts that work across cultures. The shows also showcase Chinese culture, landscapes, and modern urban life in ways that appeal to international audiences. Additionally, the data-driven approach allows creators to adjust content based on what viewers actually watch.
Are microdramas just a trend, or is this a lasting business model?
Industry analysts view this as a lasting shift, not a temporary trend. The domestic Chinese market has matured from explosive growth to stable competition. International expansion is now the primary growth driver. Companies are investing heavily in overseas production infrastructure, hiring local talent, and building long-term partnerships. These aren’t short-term bets—they’re structural changes to how entertainment gets made and distributed globally.
