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AsianFin -- Micro-dramas—short, vertical videos packed with fast-paced, dramatic plots—made waves in China throughout 2024, as the sector’s revenue eclipsed the country’s traditional box office for the first time. According to the China Netcasting Services Association, a government-regulated body overseeing online audiovisual content, the micro-drama market exceeded 50 billion yuan (about $6.9 billion) last year.
“In the U.S., you have the soap opera ‘The Bold and The Beautiful.’ Micro-dramas are basically ‘The Bold and The Beautiful’ on steroids,” said Anne Chan, founder and CEO of AR Asia Production. “Instead of cliffhangers every hour, you get one every minute. Everything is sweet, short, and sharp.”
Also known as duanju in Chinese, micro-dramas typically feature episodes lasting 90 seconds to two minutes. Their rise began on Chinese short-video platforms like Douyin and Kuaishou, especially during the pandemic years of 2020 and 2021, when demand for quick, addictive content soared.
Experts attribute the popularity of micro-dramas to their instant emotional payoff and bingeable format, catering perfectly to mobile-first audiences with limited attention spans.
“They tap into instant gratification,” said Seema Shah, vice president of research at Sensor Tower. “The stories satisfy viewers immediately. It’s a bit over the top, but that’s part of the appeal.”
The trend is now expanding rapidly overseas, particularly in the U.S., where micro-drama apps such as ReelShort, DramaBox, and GoodShort accounted for roughly half of all downloads in the category during 2025, Sensor Tower data shows.
“Many Chinese producers believe that if you can crack the American market—the world’s largest cultural export hub—you can then appeal to audiences worldwide,” said Ashley Dudarenok, founder and managing director of Hong Kong-based consultancy ChoZan.
As the craze sweeps across the U.S. and Europe, dozens of Chinese short drama companies have planted roots abroad, building full production ecosystems that cover scripting, filming, and editing. This “local flavor” model has transformed foreign markets.
Unexpectedly, many Hollywood bit-part actors have seen their pay skyrocket. Where extras once earned $200 a day, Chinese crews now offer rates as high as $1,500. Male actors with “high noses, deep-set eyes, and elite charisma” are especially sought after, with some directors even coaching them in gyms to perfect their “domineering CEO” aura.
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Chinese international students also benefit, filling multiple roles on set—from translators to assistant directors and writers—earning monthly salaries upwards of $10,000.
An intriguing “reverse cultural export” has emerged on TikTok, where foreign fans mimic Chinese drama terms like the "dependent son-in-law" and "domineering CEO". Although their accents can be awkward, it signals deepening cultural influence.
Yet, beneath the boom lie significant risks. Industry insiders warn that despite headline revenues, around 80% of micro-drama projects overseas operate at a loss. Daily marketing expenses can reach tens of thousands of dollars, and even million-dollar acquisition campaigns sometimes fail to generate sufficient viewer payments. While a few hits generate substantial profits, most producers lose money and quietly exit.
Content recycling exacerbates the problem, with many scripts repurposed from popular Chinese dramas by simply changing character names or nationalities. This formulaic approach leads to audience fatigue.
More alarmingly, some productions push legal boundaries by exploiting celebrity controversies to attract attention, such as storylines involving “Trump falling in love with a cleaning lady.” These tactics risk costly lawsuits despite short-term virality.
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The most serious concern is cultural misrepresentation. As Western audiences binge on dramas centered on “family feuds” and “elite power struggles,” they may form skewed perceptions of Chinese society—mirroring past misunderstandings shaped by Hollywood portrayals of the U.S.
True cultural influence demands resonance and understanding, not stereotypes. Chinese micro-dramas have succeeded in making Western viewers embrace “domineering CEO” storylines, but lasting respect will come only when audiences appreciate the deeper cultural context behind such terms.
At its core, the micro-drama export phenomenon taps into universal human desires: simple, direct entertainment and brief emotional relief. By delivering “small but impactful” stories quickly and affordably, Chinese producers have proven that bite-sized content can drive global market growth—a notable achievement on its own.
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