2024 marks the year of explosive growth for micro-short dramas focused on cultural and tourism themes. According to the latest annual report on the value of short video users in China, issued by CSM (China Media Statistics), investigations into cultural and tourism micro-short dramas reveal their significant role in enhancing local goodwill and users' willingness to travel. Among micro-short drama users, 74.4% have watched cultural and tourism-themed micro-short dramas. Over 85% of these users reported an increased understanding and positive feelings towards the filming location, and over 80% expressed a willingness to visit the destination, experience local consumption, and recommend it to friends and family, showcasing a clear effect in generating interest and conversions. The “Travel with Micro-Short Dramas” creation plan promoted by the National Radio and Television Administration has opened up new avenues and opportunities for tourism promotion.
Emergence of Quality Cultural and Tourism Micro-Short Dramas
As a primary tool for daily leisure, entertainment, social interaction, and information exchange, short videos have been loved by users since their inception, with user numbers continually growing.
Micro-short dramas have emerged as a compelling force due to their short duration, rapid pacing, diverse themes, fast production, and low costs, attracting attention from users across all age groups as well as various platforms and capital investment.
However, beneath the surface of this thriving market, the quality of micro-short dramas varies significantly, often stirring controversy due to vulgar content and misguided values.
To better regulate and guide the development of micro-short dramas, the National Radio and Television Administration has issued the latest work guidelines for filing micro-short dramas, stipulating that from June 1, 2024, micro-short dramas must be categorized and reviewed based on investment amounts, and works that have not been filed cannot be disseminated online.
Local governments are actively responding to the National Radio and Television Administration's “Travel with Micro-Short Dramas” plan by providing filming assistance and favorable policies for cultural tourism micro-short dramas. Film and television companies and audiovisual platforms across the country are joining in, utilizing their resource advantages to produce excellent works, aiding the phenomenon where “one drama ignites a city.”
For example, “Summer in Sanjing Hutong,” planned and produced by the Xicheng District Publicity Department, Douyin, and Beijing Forbidden City Film Co., skillfully blends the life stories of a Beijinger and her neighbors with Beijing's cultural customs and intangible heritage, showcasing the collision and integration of traditional and modern life in Beijing.
Still from “Summer in Sanjing Hutong”
Another example is “That Summer, Grandma's Sea,” produced by Zhejiang Dianzhuang Kuai KAN Technology Co., filmed in scenic locations like Xiangshan and Shipu ancient town in Ningbo. This story weaves the rich grandparent-grandchild relationship with elements of China's intangible cultural heritage, such as bamboo root carving.
The micro-short drama “My Journey Awaits,” produced by Douyin and Huace Film & Television, is derived from the wildly popular series “Where the Wind Blows.” It beautifully combines healing elements and traditional cuisine, significantly boosting the prosperity of tourism consumption in Leshan. Many online users not only traveled to Leshan but also specifically requested local delicacies like the "Kicking Leg Beef," "Money Egg," and "Lantern Shadow Guokui" featured in the show...
Poster for “My Journey Awaits”
Many more provinces and cities are discovering the various advantages of micro-short dramas in fulfilling diverse cultural demands, deeply integrating with cultural tourism, and aiding economic development. In Quanzhou, a picturesque coastal city, previous productions such as “The Executive Judge” and “Spring Sentiments” have utilized its scenic locations. To further explore and showcase Quanzhou's culture, six new cultural tourism-themed micro-short dramas began filming this September, including “A-Ma's Beef Shop,” which highlights Minnan cuisine and local customs, and “Falling for Mr. Mermaid,” which focuses on preserving and promoting Fujian's marine and coastal culture, aiming to boost local cultural tourism consumption.
Poster for “Falling for Mr. Mermaid”
In Henan Province, the focus has shifted towards archaeological sites as a key creation direction, utilizing rich resources like the Miaodigou site, Yangshao Village, Erlitou, Yinxu, the Sui-Tang Luoyang City, Han Wei Luoyang Ancient City, and Zhenghan Ancient City to tell stories of the origins of Chinese civilization and cultural heritage.
These cultural tourism micro-short dramas employ vivid storytelling and scene settings to generate strong feelings of connection and aspiration for the filming locations and products among viewers, effectively stimulating the desire for real-life experiences and consumption, and showing significant results.
As of now, 114 outstanding micro-short drama works from various regions have entered the recommendation list for the National Radio and Television Administration's “Travel with Micro-Short Dramas” creation plan. Behind the phenomenon of “one drama igniting a city” lies a comprehensive enhancement in the intentions, aesthetics, and production quality of micro-short dramas. While once seen as a crude growth trend, micro-short dramas are now on a path toward high-quality development. It is believed that micro-short dramas infused with cultural tourism elements will become bridges connecting regional characteristics with audience emotions, bringing more vitality and potential to the innovation and development of the cultural tourism industry in the future.
Comedy as the Most Anticipated Genre by Users
Industry analysts estimate that the micro-short drama market in China will reach 50.44 billion yuan in 2024. As the popularity of micro-short dramas continues to rise, production costs are also increasing, and the content is evolving from being simplistic and crude to a focus on high quality.
The “Seventh Annual Research Report on Short Video User Value” shows that 68.4% of short video users have watched micro-short dramas, with a widespread expectation for various themes. The anticipated viewing duration and willingness to pay are optimistic. In the past six months, 68.4% of short video users have reported watching micro-short dramas.
Source: China Media Statistics (CSM) “Seventh Annual Research Report on Short Video User Value”
Micro-short drama users generally rate these dramas low, with around 40% acknowledging aspects such as “rich themes, diverse choices,” “many productions,” and “topical discussions.” However, user recognition for positive themes, exquisite production design, and value-for-money aspects remains low, with only about 20% acknowledgment in these areas.
Users have broad expectations for micro-short drama themes, with comedy being the most eagerly anticipated genre, accounting for nearly 40% of selections. Romantic, cultural tourism, and urban/workplace themes also hold around 30% each, with market-oriented themes dominating user expectations.
In the coming year, the anticipated increase in viewing duration and willingness to pay for micro-short dramas among users are forecasted to be 47.3% and 76.9%, respectively, with a concentration of expected payment amounts in the small range below 300 yuan, representing 66.3% of users.
In the past six months, 42.5% of users on short video platforms have paid for content, marking a decline for two consecutive years. However, the overall rating from paying users for short video content continues to rise, scoring 4.16 out of 5, with overall satisfaction ratings significantly improving, exceeding 80% across various evaluation criteria. Satisfaction with content originality has risen to the forefront for the first time, with 86.5% expressing approval; satisfaction with content quality and good user experience also saw rapid growth, increasing by more than 4 percentage points.
