The Global Rise of the “Sheconomy” in Entertainment: Chinese Micro-Dramas Leading the Way

The recent surge in the popularity of Chinese micro-drama platforms, notably led by ReelShort, has marked a significant trend in the global entertainment landscape. These platforms, which have garnered more app downloads than TikTok in some regions, are particularly favored by female audiences, reflecting the powerful influence of the “sheconomy” both in China and abroad.

Micro-dramas are characterized by their brief duration, with episodes typically lasting just a few minutes and often ending on a cliffhanger. They are commonly available on mini-programs or social platforms, with initial episodes offered for free to hook viewers, followed by a pay-per-view model for later episodes where the storyline develops further.

ReelShort’s success in North America is attributed to its adaptation of popular Chinese online literature themes to Western settings. Themes like “dominant CEO falls for me” and “sweet revenge” have been transformed into short-form, addictive dramas, resonating with a foreign audience. The platform’s user-friendly black interface, reminiscent of Netflix, along with well-crafted posters and attractive casts, further enhances its appeal.

Beyond generic international themes, ReelShort has localized its content to align with Western preferences, particularly in English-speaking countries influenced by Hollywood. This includes incorporating popular Western themes like vampires and werewolves into their storylines, as seen in the hit series Fated to My Forbidden Alpha, which follows a trend similar to the Twilight saga.

A closer examination of overseas short drama platforms reveals a dominance of female-centric content, with themes such as werewolf romances, aristocratic marriages, and mafia revenge. This contrasts with the relatively fewer male users and the absence of large-scale male-oriented web novel platforms abroad.

Survey data indicates that the majority of users on these platforms are female, with 70% being women. The audience primarily consists of older viewers, with 48% over 45 years old and 39% between 25 and 44 years old, aligning with the demographic target of these dramas.

This trend underscores the global potential of the “sheconomy,” highlighting the growing influence of female consumption in the entertainment sector. The Vietnamese adaptation of the Chinese show Sisters Who Make Waves exemplifies this trend. Featuring Vietnamese star Chi Pu, the show gained immense popularity in Vietnam, breaking sponsorship records and climbing YouTube’s popularity charts.

The “sheconomy” is also recognized outside China, contributing significantly to the rapid recovery of China’s box office, which surpassed 50 billion yuan ($6.99 billion) in November 2023. This phenomenon is increasingly evident in other countries, with Hollywood taking note. The adaptation of the Chinese warm-hearted comedy film Hi, Mom into a Hollywood version is a testament to this trend.

As the global “sheconomy” continues to rise, it is poised to reshape the entertainment industry landscape, with Chinese micro-dramas leading the charge. This shift reflects a growing appreciation and demand for content that resonates with female audiences, signaling a broader transformation in global media consumption patterns.

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