Why snackable micro-dramas are thriving in China
REPORT
26 Nov 2024
Why snackable micro-dramas are thriving in China

Micro-dramas – which can span over 100 episodes, each lasting anywhere from two to ten minutes – have captured the attention of mobile-first viewers in China with captivating cliffhangers, rags-to-riches tales, and revenge plots that offer escapism. But how long will this format stay in style?

Rae Hu

Rae Hu is an international director who draws from the sights, sounds, and smells of al the places where she has lived, from Chinese villages to West Virginian mountains, Greek islands, and Hong Kong neon streets. She believes in championing the most authentic human stories, and her unique directing approach lends a realism that cannot be scripted. By telling stories through unheard perspectives, she allows viewers to truly step outside of their shoes. Over the past five years, she has created commercial work for clients worldwide. She has honed her craft in Asia, Europe, and the US, and speaks four languages fluently. Her debut film “Gugu” has been picked up several international awards and recognitions. She looks forward to discussing your next project.

Emilie Yeh

Emilie Yueh-yu Yeh is the Lam Wong Yiu Wah Chair professor of visual studies, dean of the Faculty of Arts, and director of the Centre for Film and Creative Industries at Lingnan University, Hong Kong. She is a scholar of Chinese-language cinema and East Asian media industries. She has published 11 books and over 70 academic articles, some of which have been translated into Japanese, Spanish, Hungarian, Chinese, and French. Her work examines the aesthetic, institutional, and economic dimensions of cinema, film culture, and industry. Emilie previously served as the Director of Film Academy, Director of Centre for Media and Communication Research at Hong Kong Baptist University before joining Lingnan University.

Sarah Wei

Sarah Wei is a journalist and producer based in Melbourne and Hong Kong, with a focus on the travel, lifestyle, and arts and culture sectors. She has produced over 35 talks and workshops with 120 speakers, three large-scale 5-day events, over 20 community events,  one VR/AR exhibition, and more than 150 published features and stories across the region.