Introduction
The global popularity of Chinese short dramas has surged, driven by compelling narratives such as time travel, rebirth, and counterattacks. According to DataEye, overseas revenue for short dramas in Q1 2025 reached 2.4 billion yuan, with downloads soaring to 259 million, marking significant growth from Q4 2024. China Mobile Migu, a state-owned enterprise, has emerged as a leader in this space, leveraging a multi-dimensional strategy to capture international markets.
Industry Engagement and Strategic Vision
From April 27-28, 2025, the Boao Short Drama Overseas Cooperation Conference in Hainan convened industry leaders to explore the global potential of short dramas. Themed “The Tide Surging in Hainan, Drama Chains Around the World,” the event focused on policy incentives, resource integration, and technology-driven content creation. As a key participant, China Mobile Migu shared insights on advancing the overseas short drama ecosystem, emphasizing the global dissemination of Chinese cultural narratives.
Content-Driven Market Expansion
Migu has forged partnerships with 20 platforms across regions including North America, Japan, South Korea, Southeast Asia, and the Middle East, distributing over 3,000 multilingual works, including 200 micro-short dramas in languages such as English, Korean, Thai, and Arabic. This success stems from Migu’s robust digital content foundation, with nearly 20,000 contracted writers producing over 20,000 full-copyright novels. Notable achievements include the novel Spring, Summer, Autumn, and Winter of Tao Sanyuan, which won the 17th “Five One Project” Award, and the adapted drama Xihuazhi, which garnered over 2.6 billion views online. By nurturing high-quality scripts and fostering writer development through initiatives like the “Reading Good Books List,” Migu has built a diverse content pipeline spanning literature, comics, and short dramas.
Multi-Dimensional Strategy for Global Reach
Migu’s overseas strategy addresses challenges such as copyright protection, cultural integration, and international competition through three pillars:
- Operator Collaboration: Leveraging China Mobile’s partnerships with 220 operators across 100+ countries, Migu is replicating its domestic short drama model globally, ensuring seamless distribution through international telecom networks.
- Differentiated Market Expansion: Migu collaborates with global creators to produce region-specific content, such as a Korean short drama adapted from its script The 19th Year, which resonated strongly in South Korea. Future plans include uniting creators, production teams, and influencers to build a content ecosystem that promotes Chinese cultural elements through IP development and talent initiatives.
- Technological Innovation: Migu’s AI-driven ecosystem enhances the entire production chain. AI tools support scriptwriting, production (e.g., sci-fi drama Gaia Algorithm and martial arts IP Mech War Emperor), and distribution via intelligent editing and recommendation systems. A “content-user-channel” matching model optimizes audience targeting. Migu plans to further integrate AI for translation, content creation, promotional materials, and international distribution to elevate global content quality.
Launch of UTV Short Drama Channel
At the Second Internet Literature and Micro-drama Industry Development Forum, Migu and China Mobile Hong Kong launched the UTV Short Drama Channel, marking Migu’s entry into the international market via Hong Kong. UTV, a leading video platform under China Mobile Hong Kong, serves millions with diverse content. The UTV Short Drama brand offers high-quality mainland content, including a Cantonese version tailored for local audiences, distributed through operator and internet platforms. This initiative strengthens Migu’s global distribution capabilities and enhances the value of premium short drama content.
Conclusion
China Mobile Migu’s strategic approach—combining high-quality content, operator partnerships, localized production, and AI-driven innovation—has positioned it as a trailblazer in the global short drama market. The launch of the UTV Short Drama Channel represents a milestone in its international expansion, with Hong Kong as the first step toward a multi-billion-yuan global market. Migu’s efforts are paving the way for Chinese cultural narratives to resonate deeply and widely worldwide, setting a benchmark for the industry’s global evolution.
It’s fascinating to see how Chinese short dramas are making such a huge impact globally. The themes of time travel, rebirth, and counterattacks seem to resonate deeply with audiences worldwide. The numbers are impressive—2.4 billion yuan in revenue and 259 million downloads in just one quarter! It’s clear that China Mobile Migu is leading the charge with its innovative strategies. The Boao Short Drama Overseas Cooperation Conference sounds like a pivotal event, especially with its focus on policy incentives and technology-driven content. Migu’s emphasis on cultural integration and copyright protection is commendable, but I wonder how they plan to tackle the challenges of cultural differences in storytelling. Do you think this global expansion will lead to a more diverse representation of Chinese culture, or will it risk oversimplifying it for international audiences?
The rise of Chinese short dramas globally is truly fascinating! The blend of unique themes like time travel and rebirth seems to resonate with audiences worldwide. It’s impressive how China Mobile Migu is leading the charge with such a comprehensive strategy, especially with initiatives like the UTV Short Drama Channel. The focus on cultural integration and localized content is a smart move to appeal to diverse audiences. However, I wonder how they plan to tackle the challenges of copyright protection in such a fast-growing market. Do you think this surge in popularity will lead to more collaborations between Chinese and international creators? Also, how do you see AI shaping the future of content creation in this space? I’d love to hear your thoughts on whether this trend will continue to grow or if it’s just a passing phase.