On a film set resembling a medieval Chinese castle, veteran actor Zhu Jian is at the forefront of a major shift in China’s entertainment industry. The 69-year-old portrays a family patriarch at a grand banquet, while a hidden twist reveals that the servant in the scene is actually his real-life granddaughter. However, these dramatic reveals aren’t intended for traditional cinema—they’re part of a new wave of micro dramas that are captivating audiences on mobile screens.
“Grandma’s Moon,” the series Zhu is currently filming, is one of many micro dramas gaining traction in China’s burgeoning $5 billion industry. These vertically-shot, minute-long episodes feature rapid plot twists designed to keep viewers engaged and paying for more content. “People don’t go to cinemas much anymore,” says Zhu. “It’s just easier to hold a phone and watch whenever you want.”
Micro dramas have become a formidable competitor to China’s traditional film industry, which is second only to Hollywood. As demand for these short, mobile-friendly narratives grows, their influence is spreading beyond China to international markets, including the United States. Chinese-backed micro drama apps such as Kuaishou and Douyin, the local version of TikTok, are now gaining global popularity. In the first quarter of 2024, these platforms were downloaded 30 million times internationally, generating $71 million in revenue, according to Appfigures.
Leading the way is Kuaishou, which accounted for 60% of China’s top micro dramas in 2023. “Audiences have limited time, and they’re spending more of it on short videos,” says Ashley Dudarenok, a marketing consultant based in Hong Kong. The platform’s massive viewership reflects this trend, with 94 million people watching more than 10 episodes daily.
In the U.S., micro drama app ReelShort, supported by Chinese tech giants Tencent and Baidu, has recently outperformed Netflix in downloads on Apple’s U.S. app store. “China recognized this audience first,” notes Layla Cao, a Los Angeles-based Chinese producer. “Hollywood hasn’t caught on yet, but Chinese companies are already catering to this demand.”
These micro dramas often feature narratives centered around themes like revenge or Cinderella-style transformations, resonating with Chinese viewers amid low social mobility and high youth unemployment. “People enjoy stories where someone rises from lower class to upper class, achieving success and power,” explains screenwriter Camille Rao, who shifted from traditional film to micro drama production.
While China’s micro drama industry flourishes, it has not escaped scrutiny. Government regulators have cracked down on content deemed inappropriate, removing thousands of episodes for violating social norms. Still, the genre’s success continues to grow, driven by its ability to capture audiences with compelling, bite-sized storytelling.
In central China’s Zhengzhou, the production of “Grandma’s Moon” exemplifies the efficiency of this format. Filming stretched into the early morning, with the crew moving quickly to new locations. The show was completed in just six days—a fraction of the time needed for traditional TV series.
As micro dramas become more popular, actor salaries are rising. Leading roles that once paid $280 a day now earn twice that amount, while extras still earn around $17. Zhu, a retired railway worker and long-time actor, now relies on his pension and acting gigs to make a living.
With many producers eyeing Western markets, companies like NetEase are creating English-language micro dramas in Los Angeles, focusing on themes of wealth, infidelity, and miraculous events. One recent LoveShots drama, for example, features a woman regaining her ability to walk after years of paralysis, only to discover her husband’s betrayal.
As China’s micro dramas continue to disrupt traditional media and expand globally, their blend of cultural storytelling and modern technology is shaping a new chapter in the world of entertainment.
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