#Japan #Tokyo #Short Drama #CREAVE #Tokyo Broadcasting

Tokyo Broadcasting System and CREAVE Launch New IP Project

In an exciting collaboration, Tokyo Broadcasting System (TBS) and CREAVE, a subsidiary of Gaiax, have rolled out an innovative project aimed at creating global intellectual property (IP) through engaging short dramas. Starting in December 2025, they will introduce a unique TikTok account named Kore ja Arikitarisugiru (translated: "This is Too Ordinary") that focuses on delivering short dramatizations designed to resonate deeply with audiences.

Background of the Collaboration

The short drama market is booming, anticipated to reach approximately 153 billion yen, prompting both TBS and CREAVE to leverage their strengths. TBS brings extensive experience in entertainment content production and media distribution, while CREAVE specializes in fan engagement through captivating short dramas. This partnership aims to fuse their capabilities to establish a transformative digital IP ecosystem that can thrive in an evolving market.

Objectives of the Short Drama Project

The main intentions behind this joint initiative are twofold:

1. Fostering Fanbase Development

The short drama account will release a consistent narrative featuring fixed characters and themes, designed to integrate seamlessly into viewers' daily lives. This approach aims to shift audiences from one-time viewing to sustained engagement, fostering emotional loyalty and strong fandoms.

2. Creating Global IP Through Short Dramas

By utilizing the well-crafted characters and narratives developed within the short dramas, TBS plans to extend beyond mere social media entertainment. The goal is to explore various media formats and long-form content based on the established dramas, ultimately aiming to create a unique global IP that emerges from short-form storytelling.

Overview of the Short Drama and Account Details

The account Kore ja Arikitarisugiru seeks to offer viewers an immersive experience, allowing them to not only watch but also become part of the story. Set in an ordinary private high school environment, the drama will explore relatable experiences of youth — from everyday challenges to budding romances and friendships. Viewers can expect narratives that reflect typical high school occurrences, inviting them to return daily with a desire to follow character development and inter-relationships.

Here's what you can find:

• - TikTok Account: Kore ja Arikitarisugiru

Comments from the Companies Involved

TBS Commentary

TBS representatives noted that the series feels like peering into the lives of high schoolers, filled with charming scenarios that evoke laughter. They highlighted how the evolving storyline combines elements of social media and traditional television in an innovative manner, enabled by CREAVE's expertise in creating engaging buzz content.

CREAVE's Vision

CREAVE’s President, Mana Nakamura, expressed enthusiasm about partnering with TBS, attributing the project’s potential to the merger of their respective strengths. With the goal of creating an exciting new breed of IP that transcends the limitations of social media, CREAVE is committed to careful character development and emotional storytelling to nourish a vibrant fan community.

Marketing Plans

The collaboration includes tailored marketing strategies aimed at promoting products while integrating them into original short stories. Plans involve utilizing CREAVE's established accounts for sponsored content, optimizing engagement through entertainment.

About CREAVE

Founded in August 2016, CREAVE’s mission is to create a world where meaningful connections can be felt. Situated in the Chiyoda area of Tokyo, the company boasts a significant number of creators, having supported over 300 companies in diverse sectors.

For further details about CREAVE’s services, visit their official website.

Final Thoughts

This partnership between TBS and CREAVE heralds a new era in content creation that harnesses the dramatic potential of digital platforms. By focusing on fostering communities around rich storytelling, they aim to not only capture audiences’ attention but also build lasting connections worldwide.