This is an AI translated post.
Hot "Short Drama" Trend in Japan: "BUMP" Leads the World of "Irrational Desires"
- Writing language: Korean
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Base country: Japan
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Summarized by durumis AI
- Short dramas, offering emotion and entertainment in just 3 minutes, are becoming a new trend in Japan, gaining significant popularity among Gen Z and Millennials who prioritize time efficiency.
- The short drama craze, originating in China, has further expanded with the introduction of paid subscription models on platforms like 抖音 (Douyin) and 快手 (Kuaishou). In Japan, short film subscription apps like SAMANSA and dedicated short drama production companies like "ごっこ倶楽部 (Gokko Club)" are emerging as market leaders.
- Companies like "BUMP" and "GOKKO" are actively pursuing global entertainment market expansion through short dramas. Short dramas are expected to evolve into more diverse formats, offering new viewing experiences in the future.
Short dramas, which can be watched in just 3 minutes, are emerging as a new trend in Japan. This content, which has gained popularity overseas, is rapidly spreading in Japan thanks to newly emerging companies.
Compared to traditional full-length dramas, short dramas have the advantage of being able to enjoy emotion and fun in a short amount of time without time constraints. In particular, they are very popular with the MZ generation, who value efficiency and want to consume content that is highly satisfying with a short investment of time.
The popularity of short dramas started in China. As seen in the growth of '抖音(Douyin)', the Chinese version of TikTok, short videos have rapidly become mainstream in just a few years. According to the '中国互联网視聴発展研究報告（2023）', the Chinese short video market size reached 6 trillion yen as of December 2022.
Among short video genres, drama-format content has emerged, and major video apps such as '抖音' and '快手(Kuaishou)' have started paid subscription models for short dramas since 2021. '騰訊視頻(Tencent Video)', a full-length video platform, has also entered this market.
In Japan, companies such as 'SAMANSA', a short movie subscription app, and 'ごっこ倶楽部(Gokko Club)', which specializes in producing short dramas, have entered the market and are gaining significant popularity, especially among Gen Z women. This popularity reflects the growing trend of prioritizing time efficiency in content consumption.
Market research firm YH Research estimates that the global short drama market size will reach 8.8 trillion yen in 2029, and the Japanese market will reach 150 billion yen in 2026.
'BUMP' is an app that offers short dramas on a 'pay-per-use' basis. Since the service was launched in December 2022, the app has exceeded 1.1 million downloads, and the total number of plays of 'clip videos' posted on SNS has exceeded 1 billion.
'BUMP' is also actively pursuing global expansion. From May 2024, it will start providing content translated into Korean, and in the future, it plans to expand to the Asian region and North America.
'GOKKO', the operator of 'ごっこ倶楽部', recently secured approximately 200 million yen in investment. This funding will be used to build a production environment to improve content quality, recruit talent to expand and strengthen the team, and strengthen overseas content distribution. 'GOKKO' aims to grow into a global entertainment company originating from Japan.
Short dramas are becoming established as a new entertainment industry, beyond simply being content that can be enjoyed in a short amount of time. Short dramas are expected to evolve in even more diverse forms in the future, providing new viewing experiences.
