#Japan #Tokyo #short dramas #CREAVE #TV Tokyo

The Rise of Short Dramas as a New Form of IP

Short dramas, which have achieved over 90% recognition among audiences, are becoming a staple in today's entertainment landscape. With the Japanese market for this segment projected to reach approximately 153 billion yen by 2026, there is no doubt about their significance. The transition from merely entertaining content to the development of intricate characters and expansive worldviews within these dramas is rapidly accelerating, making them ripe for transformation into Intellectual Properties (IPs).

The Upcoming Conference

In an exciting development, CREAVE, a subsidiary of Gaiax that specializes in marketing solutions through creative collaborations, will be showcasing its latest insights at the upcoming Marketing LEADERS 100 conference. This online event will take place from July 28 to July 31, 2026, and aims to shed light on unconventional strategies for breakthrough marketing experiences. On July 31st, the session will be led by CREAVE's President, Mana Nakamura, in collaboration with a producer from TV Tokyo, focusing on their joint IP creation project titled, “This is Too Ordinary.”

Key Highlights of the Session

The session will take place on July 31, from 3:45 PM to 4:25 PM. Here are the details:

• - Theme: “Is This the Age Where IP is Born from Short Dramas? The Fan Development and Monetization Strategies through Short Drama-Based IPs.”
• - Speakers: Mana Nakamura, President of CREAVE, and Mina Kase, Producer at TV Tokyo.
• - Format: Online (Free to join, with flexible entry and exit).

A New Era of IP Generation

The growth of short dramas is indicative of a broader trend within the entertainment industry. SES data indicates that the genre is gaining attention not just for its storytelling but also as a platform for future IP development. The collaboration between CREAVE and TV Tokyo exemplifies this trend as they venture into the project aiming to enhance global IP cultivation originating from digital platforms. On December 2025, both companies jointly launched their short drama project, operated through the account “This is Too Ordinary.”

This initiative combines TV Tokyo's strengths in entertainment content production with CREAVE’s established expertise in engaging audiences through short dramas. This partnership allows for not just the conceptualization of characters and narratives but also for building a brand around these stories, extending beyond social media.

Achievements: “I’ll Start Doing My Best Tomorrow.”

One notable success in this arena is CREAVE’s own IP, “I’ll Start Doing My Best Tomorrow,” which debuted in February 2025. Within just 10 months, it amassed a staggering 1 billion views alongside a follower count of 400,000. This reach illustrates the potential for short dramas to create devoted fan bases and highlights how they can serve as powerful tools for companies looking to engage audiences through innovative marketing strategies.

Final Thoughts

As the session at the Marketing LEADERS 100 approaches, it marks an essential opportunity for industry stakeholders to discover how short dramas can be transformed into lucrative IPs. The insights shared will provide valuable lessons on nurturing fan engagement and exploring new revenue pathways. Overall, as the short drama market continues to expand and evolve, its transformation into engaging IPs will likely play a crucial role in shaping the future of entertainment marketing.

For further details about the Marketing LEADERS 100 conference, interested individuals can visit the official registration link provided in the announcement. Join us in this exploration of the dynamic synergy between short dramas and IP creation, where entertainment meets innovative marketing strategies.