Chongqing — Three seconds to hook viewers, 30 seconds to build a twist, and three minutes to keep them watching. That formula is driving the rapid rise of China's micro-drama industry — and now, the format is spreading worldwide.

Once a niche category of online entertainment, micro-dramas have become a fast-growing cultural export. Chinese platforms such as ReelShort and DramaWave have climbed global download charts, on some days overtaking streaming giants including Netflix. The North American market alone generated 142 million U.S. dollars in 2024, accounting for more than half of global revenue, according to the Global Times. The bite-sized stories, built around emotional intensity and rapid pacing, are finding audiences worldwide. 

What characterizes overseas audiences for Chinese micro-dramas, and where is the next wave of growth? Bridging News spoke with China's micro-drama expert and international journalists for answers. 

“They want to know how Chinese people live”

"Chinese micro-dramas have crossed national and cultural boundaries," said Mu Ling, director of New Media Communication Research Lab at Tsinghua University's National Image Research Center. "Their strength lies in concise storytelling, strong visual rhythm, and an emotional directness that fits the speed of digital life today."

Different regions show distinct viewing patterns. North America is dominated by female audiences, while Africa skews younger. In the Middle East, affluent women with a strong sense of cultural identity have become early adopters. "These groups are becoming key markets for future expansion," Mu said.

In Zambia, young viewers — especially students preparing to study or work in China — are driving interest. "They want to know how Chinese people live, cook, and marry," said Andrew Moses Miti, editor of Sunday Times of Zambia. "For many who haven't visited China, these dramas offer a vivid and relatable glimpse of daily life."

Pakistan is seeing a similar trend. "People are fascinated by China's rich history and culture," said Rida Saifee, senior anchor and executive producer of K21 News in Pakistan. "There is huge potential for this industry here — audiences are ready."

Emerging markets are posting some of the fastest growth: viewership jumped 69 percent in Latin America and 61 percent in Southeast Asia, with rapid increases across Africa. For new audiences, micro-dramas are becoming both entertainment and a form of cultural bridge-building.

From exporting content to co-creating stories 

Chinese producers initially pushed domestic content overseas through translation. But the industry is now entering a new phase: collaboration. Studios are working with local directors, actors, and writers to tailor stories to regional tastes.

"Localization in casting, language, and cultural detail makes micro-dramas feel closer to audiences," Mu said. "When local narratives blend with universal emotions, viewers see themselves on screen, and that's when a deeper connection happens."

Saifee said co-production could drive the next stage of growth. "Love stories blended with action or suspense could do very well," she said. "Faith-based themes or team-focused stories also have potential, but they must be authentic and well-performed."

This shift from exporting content to co-creating it marks a broader shift in China's cultural outreach. Micro-dramas, once a lightweight form of entertainment, are becoming a shared emotional language stretching from the Global South to Western living rooms.

For many viewers, these productions also offer a window into a changing China. "They naturally integrate Chinese aesthetics, symbols, and contemporary life," Mu said. "They've become a form of cultural diplomacy, presenting China as open, youthful, and creative."

As Chinese companies expand overseas, micro-dramas are also emerging as a low-cost way to build brand affinity and emotional engagement. "They let brands tell their stories with warmth and humanity," Mu said.

From viral romance hits to workplace revenge tales, micro-dramas are evolving into a new channel of global conversation. And in three minutes or less, they are showing how stories travel, and how the world may be only one swipe away from China.

(Wei Zelin, as an intern, also contributed to the report.)