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Micro-drama is sweeping the global entertainment industry with its mobile-optimized, bite-sized stories and low production budgets. Originating in China, TWOC has tracked its rise from “vertical video dramas” in the early days of the pandemic to an industry attracting hundreds of millions of viewers, along with its overseas ambitions. Its explosive, unregulated growth created a harsh environment for scriptwriters, editors, and actors, often without guaranteeing meaningful returns. The format has also faced criticism for formulaic plots and a reliance on sensational “hooks”—violence, moral provocation, or sheer absurdity.
Five years after its debut, the landscape is shifting as new capital floods in. ByteDance’s 2023 launch of its micro-drama app, Hongguo, has reshaped the business model. Meanwhile, film and TV stars—once absent from the scene—are now experimenting with the wildly popular format. Market saturation and viewer fatigue have driven up production costs, leading some to argue that micro-dramas are entering a more premium phase. Industry regulations are also tightening, while local governments and tourism bureaus leverage the trend to promote their brands and messaging.
Take a closer look at the industry with our latest deep dive, and more!
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Refined or Flashy: Are China’s Micro-Dramas Really Evolving?
Since their conception, the micro-drama format has been in constant flux, but does a new injection of capital—boosting production values and drawing big names—as well as interest by the state and companies abroad, really spell a more refined future for the genre? Read more
Why China’s Youth Are Seeking Solitude in the Wild
As a local wilderness survival contest goes viral, young people are rediscovering the allure of nature, both in their free time or via livestreams. Read more
Why Netizens Can’t Stop Arguing About Qing Court Gossip
As China’s last imperial dynasty, whose official history is still in draft, the Qing has been a fertile ground for anecdotal accounts. Nearly every Qing emperor has inspired folk legends that often contradict official records. Here are some of the most widely shared—and most sensational—stories. Read more
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利: The Character That Reaps Everything from Crops to Profits and Wealth
Learn how the character for “harvest” came to symbolize gain, profit, and advantage with our language column.
What We’re Eating
Nostalgia in a Nutshell: How Roasted Nuts and Seeds Become a Staple Winter Snack in China
Once a humble household snack sold by the streetsides, assorted roasted nuts and seeds, known in China as chaohuo (炒货), have now become a hundred-billion-yuan business—but for many, their real value still lies in memory, ritual, and the taste of New Year. Read more
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Urban Renewal: China’s Urbanization Is Entering a New Phase
As high-rise residential complexes age and the real estate market cools, residents face the pressing challenge of maintaining and repairing their buildings. Traditional shopping centers are also losing ground to online retail. Discover how Chinese cities are entering a new phase, driven by the urgent need for upgrade. All this and more in our latest magazine issue. Support on-the-ground reporting from China—get your copy today!
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