Emerging Trend: China's Micro-Dramas Capture Indonesian Attention

Digital Entertainment Shift

Indonesian academician and business practitioner Rhenald Kasali has brought attention to China's rapidly growing micro-drama trend. These ultra-short dramas, typically lasting around five minutes per episode, are creating significant engagement through their serialized format. Kasali noted that the storytelling is designed to keep viewers curious, often compelling them to pay for continued content.

Content Characteristics

One example Kasali shared involves a character named Jonan, an air conditioning technician with ordinary income, whose simple yet entertaining daily life story is woven into a compelling narrative. This character-driven approach helps explain why these micro-dramas are gaining popularity. The format represents a significant shift in how entertainment content is consumed, particularly among digital-native audiences.

Market Impact

The rise of micro-dramas is not just a cultural phenomenon but also has significant market implications. Kasali suggests that this trend is beginning to challenge the dominance of Korean dramas in the entertainment landscape. As viewers become accustomed to shorter, more frequent content, traditional entertainment formats may need to adapt to these changing consumption patterns.