Viddsee partners Risingjoy to bring Chinese micro drama content to SEA viewers

Southeast Asia's (SEA) short-form drama platform Viddsee has partnered with Chinese content investment and licensing company Risingjoy to bring Chinese micro drama content to SEA viewers.

Since 2022, Viddsee has been producing original vertical microseries, resulting in a significant uptick in viewership and engagement on the platform, thus affirming the rising trend of micro dramas.

This also comes along with the fact that micro dramas, characterised by their concise narrative structure and engaging storylines, have become a cultural phenomenon in China and are increasingly gaining traction worldwide over the past two years. The market value of the micro-drama industry in China reached approximately US$5.3 billion in 2023 and is projected to reach up to USD$233 billion in 2028.

Riding on this rising trend of micro dramas, this partnership aims to accelerate this momentum by presenting selected Chinese micro drama titles to SEA viewers while initiating cooperative production ventures in the region.

It also aims to leverage the growing global popularity of micro dramas and provide diverse, engaging content to regional audiences. Additionally, it includes initiating cooperative production ventures in the region to enhance both companies' content offerings and market presence.

The launch is expected to significantly appeal to Southeast Asian audiences by aligning with their evolving content preferences. For advertisers, this could present new opportunities to reach a highly engaged audience through innovative and concise storytelling formats, a spokesperson from Viddsee told MARKETING-INTERACTIVE.

Under the partnership, the first set of Chinese micro drama titles is slated for release on Viddsee in the second half of 2024.

In terms of marketing strategies, Viddsee will use data-driven creative marketing strategies, leveraging its strong talent database and expertise in production, creative, and marketing to amplify content value. Collaborative promotional efforts with RisingJoy and the localisation of content for Southeast Asian audiences are also part of the strategy.

With over ten years of experience in short-form content, Viddsee has honed its expertise in understanding and delivering what audiences crave, said Ricky Ow, board of directors at Viddsee.

"The growth of micro dramas, coupled with Viddsee's expanding capabilities as a studio and platform, ensures that they are uniquely positioned to lead in this emerging entertainment format and excel," added Ow.

Cassandra Yang, general manager at Risingjoy, added, "This is a tremendous opportunity to bring rich and diverse Chinese content to Southeast Asia. Viddsee's studio and extensive network of creators, the largest in Southeast Asia, also make them an ideal partner to facilitate the localisation of such micro dramas in the region. We look forward to solidifying our competitiveness and sustainable growth in this dynamic content landscape."

Jia Jian Ho, CEO and founder of Viddsee, said, "We are excited to partner with Risingjoy to bring fresh and engaging content to our audiences. This collaboration marks the beginning of several such partnerships, through which we aim to diversify our content offerings and maintain our leadership in the short-form drama space."

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