#Japan #Tokyo #Short Drama #BUMP #CREAVE

An Overview of the Short Drama Market

CREAVE, a subsidiary of Gaiax Corporation based in Shibuya, Tokyo, has recently published a report detailing the state of the short drama market in 2025 and projections for trends in 2026. The market for short dramas has seen significant expansion, particularly influenced by apps originating from China such as ReelShort and TopShort. In addition, apps like BUMP from South Korea and POPCORN operated by Gokko Club are becoming increasingly popular in the international scene.

The report emphasizes the phenomenal reach of short dramas on social media platforms, with titles like "Today is Also Desperate" achieving over 1.8 billion views, and "I'm Going to Do My Best Starting Tomorrow" surpassing 400 million views. The statistics highlight a growing trend toward the integration of corporate branding into these narratives.

Market Dynamics and Growth Predictions

Research from YH Research forecasts that the short drama market within Japan will grow to approximately 153 billion yen by 2026. This figure closely parallels the annual box office revenues of Japanese films, which range from 200 to 250 billion yen. Noteworthy is BUMP, with over 2.5 million downloads as of September 2025, establishing a robust income framework and extending its reach to the U.S., Taiwan, and South Korea among approximately 100 countries and regions.

Moreover, Gokko Club has achieved over 10 billion views, showcasing the rapid ascent of short dramas as a prominent medium. Businesses are increasingly recognizing the value of integrating these narratives into their marketing strategies, with collaborations involving major companies like Sapporo Beer, Rakuten Card, and Mizuho Bank becoming more commonplace.

Types of Short Drama Production

The report categorizes the short drama production landscape into two distinct strategies:
1. World-Building Type (Series Operation & Virtual Short Drama - VSD): This approach focuses on creating an immersive narrative that fosters long-term fan engagement and brand recognition, emphasizing character development and story arcs. An example of this type can be seen in the highly popular short drama "I'm Going to Do My Best Starting Tomorrow."

2. Product-Promotion Type (PR & Advertising): In contrast, this type gives clear priority to marketing goals, embedding products into storylines in a way that maintains viewer engagement without overtly feeling like advertisements. This method is crucial for quickly driving sales.

Advertising and Consumer Behavior

Recent trends indicate a growing resistance among audiences toward traditional advertisements due to an overabundance of content. In this landscape, short dramas offer a vital solution through their ability to naturally incorporate product placements into narratives, allowing brands to convey their messages effectively without triggering viewer skepticism.

Furthermore, platforms like TikTok, Instagram, and YouTube Shorts prioritize metrics like watch time and engagement over conventional ad formats, particularly aligning with the inherently engaging structure of short drama narratives. The production model emphasizes cost efficiency, claiming to offer reach 17 times greater than traditional television advertising, particularly in engaging younger demographics who favor mobile devices over traditional TV.

Addressing Production Challenges and Emerging Trends

Despite the flourishing opportunities, there remain challenges in short drama production, such as an oversupply of content leading to quality dilution and the complexities of script writing which demand immediate audience engagement. Understanding the nuances between world-building and product-focused narratives becomes paramount for creators aiming to meet specific marketing objectives.

Looking ahead, the short drama landscape is anticipated to pivot towards a production and operational model that includes integrated data-driven analysis and rapid content iteration. As the market transitions further into a phase of IP development, short dramas are expected to evolve into valuable intellectual properties that can eventually lead to multi-faceted expansions, including merchandise and branding opportunities.

In conclusion, the report sheds light on a dynamic and evolving short drama industry, highlighting significant growth potential for businesses willing to embrace this innovative storytelling format in their marketing strategies.