Trend Intel: Chinese microdramas have Filipinos in a chokehold – are you watching?

Chinese microdramas, known as duanju, have gained popularity in the Philippines, particularly with the success of 'The Heiress Who Won with Brains' and the involvement of actress Zhang Yingfei. These microdramas, designed for mobile viewing and typically lasting 60 to 90 seconds, have evolved into a billion-dollar industry, with significant revenue growth expected in the coming years. This is AI-generated. Read the article for full context. Report any errors. Hey trendsetters, Remember when Linda Walker sprinted from our screens to our shores? The Heiress Who Won with Brains, the vertical Chinese drama following a 17-year-old girl who used her academic excellence to prove herself to her toxic family, took social media by storm, with the actress behind the protagonist, Zhang Yingfei, even making a visit to the Philippines in June. (Yingfei was invited by the Filipino Chinese Chambers of Commerce and Industry, Inc., which tapped her to promote education.) This is just one facet of the rise of Chinese microdramas in the Philippines. Referred to as duanju in Mandarin, these are designed for mobile-first viewing, typically running from 60 to 90 seconds per episode. The rapid and serialized content often feeds viewers with over-the-top plots and multiple cliffhangers for instant dopamine hits, making the case for its pay-per-episode system. Originally emerging on Douyin (the TikTok-equivalent app in China) in 2018, Chinese microdramas have now evolved into a billion-dollar industry worldwide, with revenue outside China poised to increase from $2.7 billion to $3.6 billion this year, then growing to $9.5 billion come 2031, according to Media Partners Asia. Even brands are joining in the hype. This includes Valorant, a video game by American developers at RIOT, as seen with their fresh collaboration with Old Goat (老山羊): A four-part series called The Dragon King Returns — Brimstone’s Revenge! It’s tension-filled and a little bit outlandish, following the usual narrative DNA that works. Even Shopee, a non-streaming platform, is riding the wave through their Shopee Video Dramas hub, where Chinese microdramas are free to stream. In the app, users can earn Shopee Coins through watching episodes. A preview of the Shopee Video Dramas lineup The local appeal Gathering data and scanning social media platforms from September 2025 to September 2026, The Nerve discovered that in the case of Pinoy viewership, familiarity breeds… fixation. Chinese microdramas quickly provide teleserye emotions. Source: The Nerve “The stories start off from humiliation to revelation and payoff within a short mobile session. Familiar melodrama makes the compressed format easy to enter,” wrote The Nerve. “Most of these stories start with a major injustice, pivot when a major secret comes to light, and end with payback, personal validation, or true love.” Tagalog dubbing and less time commitment also contribute to their appeal. Source: The Nerve A form of livelihood In June, Vera Files reported that Filipino women in provinces are turning the “attention economy” into profit, thanks to streaming and livestreaming apps. This includes Melolo, a Singapore-based platform where users can “earn ‘coins’ by watching series, completing daily missions, and inviting friends using referral codes.” Chinese microdramas reward viewers emotionally and financially. In The Nerve’s study, the checkpoints for earning include new-user bonuses and rewards for each time one finishes an episode. Referral codes and cash-out claims become promotional materials, pulling in more viewers. And even if there are cases when the rewards start to decrease after the initial incentives, viewers stay because they’re entertained by the dramas. Source: The Nerve In his column “The Vantage Point,” Val A. Villanueva analyzed how the format orchestrates different elements to make us addicted. “The architects of the microdrama discovered something more potent: ordinary viewers do not always hunger for a two-hour movie. Frequently, our resolve dissolves before 90 seconds of unrestrained melodrama, an outrageous premise, and an unanswered question,” he said. “And the very moment our curiosity is piqued to discover what happens next, the price of finding out has already been calculated.” Shaping consumption The rise of Chinese microdramas has also influenced how studios in the Philippines create their online shows, but they still keep the stories within our entertainment palette. Source: The Nerve In late 2025, Viva launched VMB (Viva Movie Box), or what they call “the first Filipino microdrama app.” Meanwhile, iWant has aggressively expanded its roster of original microdramas with vertical shows like Runaway Love, Shadow CEO, The Heiress Deception, and I Am Your Daughter, with the last three having a similar overarching theme of pulling off fake identities and satisfying revenge. The AI takeover But as far as identity goes, the Chinese microdrama industry is hounded by concerns regarding the sudden massive use of AI to produce shows — a move caused by the need for cost efficiency and faster turnaround, as the behemoth of an entertainment market continues to expand, but is affecting copyright, livelihood, and other factors. A South China Morning Post report said that China’s broadcasting regulator has pushed for greater support for live-action dramas. This follows the government’s aim to maintain quality and protect rights despite AI domination. The National Radio and Television Administration’s Wang Xiaolang revealed that among the 430,000 microdramas released in China during the first eight months of the year, AI dramas accounted for 90% of them. For a format that tinkers with very human elements, the use of AI to maintain the rise is pretty ironic. Entertainment (and emotional resonance) as a soft power While these microdramas are becoming a new Chinese soft power, it might not be the first time that their form of entertainment got people happily addicted. Ultimately, this culture boom teaches us that it may not be rocket science to strike a chord with people’s emotions, whether it’s through a shareable meme or a confrontation-filled one-minute episode. It can sometimes just take a simple vertical format, as long as you know how to integrate your way into people’s lives. Until the next scroll! Jelou Galang Culture Desk Content Producer