C
hina’s creative industry is rapidly positioning itself as a global powerhouse, driven by innovations in short-form drama production.
Blending massive physical film sets with advanced virtual capabilities, the industry is transforming entertainment into a tool for cultural diplomacy, economic growth and global influence – earning the moniker ‘Chinawood’.
The city of Quzhou, located in the eastern province of Zhejiang – which was among the regions in China that experienced extreme heat this year, with daytime temperatures soaring to 40 degrees Celsius in August – is regarded as the heart of China’s creative content industry.
Bernama, along with 30 other media professionals, content creators and influencers from various countries including those in Africa and Latin America, visited Quzhou last month at the invitation of China’s leading video news agency, CCTV+, to explore the nation’s creative content production, particularly in drama and film.
FILM SETS UNDER ONE ROOF
The first stop was at the Meigao Short-Drama Super Factory, a modern production complex that churns out thousands of serialised short dramas or ‘micro-dramas’ in vertical format every year.
The complex, mostly constructed of steel and glass, resembles a mini city, with more than 200 film sets built side by side, designed to maximise production efficiency and cut costs. An entire micro-drama can be filmed here.
Meigao Short-Drama Super Factory is a modern production complex that produces thousands of short drama series or micro dramas in a vertical format every year.
The complex offers a range of film sets, including a transportation hub complete with replicas of airplanes, helicopters and trains; a CEO’s office; corporate workspaces; courtrooms; and even prisons. Not to mention interiors of residences, such as bedrooms and living rooms with diverse interior designs.
Each set is only a few steps apart, allowing for seamless transitions from one scene to another. For example, a romantic bedroom scene could switch to a tense interrogation in a police station within five minutes. In short, dozens of scenes can be filmed in a single day without the cast and production crew having to leave the building or move from one location to another.
According to Meigao general manager Dai Wenxue, every production there taps the talents of young people, from directors and crew to actors.
BOOM IN SHORT DRAMAS
According to him, short-drama series, with each episode running only about 90 seconds including advertisements, are hugely popular in China, and Meigao is one of the leading producers of this genre.
These micro-dramas are also gaining in popularity worldwide and are a top entertainment choice for social media users on platforms like Douyin (whose international counterpart is TikTok), YouTube and DramaBox. With fast-paced storylines that can shift instantly from a romantic scene to an antagonist’s conspiracy in seconds, these dramas are easy to watch anytime, anywhere, on a smartphone.
This complex houses over 200 filming sets built side by side, thus increasing production efficiency and subsequently saving costs.
The micro-drama trend began in China in the mid-2010s but exploded in the early 2020s, in parallel with the rise of online novels and apps like Douyin. Even though a short-drama series can consist of up to 40 episodes, the total viewing time is only around an hour and a half to two hours.
“Although the duration is short, every second of the drama carries a wealth of emotions,” Dai Wenxue told Bernama through a translator, adding that several of Meigao’s productions have garnered millions of views daily.
He added that the micro-drama industry in China has grown so rapidly that it has surpassed mainstream entertainment in just a few years, transforming into a powerful economic force for its players.
According to statistics released by the China Internet Network Information Centre, in the first quarter of this year, the number of short-drama viewers reached 662 million – nearly 60 percent of the country’s Internet users – who spend an average of 101 minutes per day watching.
In 2024, revenue from this segment hit 50.5 billion yuan (RM32.4 billion), surpassing the box-office takings of domestic films, and is expected to exceed 100 billion yuan by 2027.
Platforms like Douyin, TikTok, YouTube and DramaBox continue to dominate in attracting hundreds of millions of viewers daily, both in China and globally, creating a goldmine for creative talents while shaping the viewing habits of a new generation.
PHYSICAL TO VIRTUAL
Quzhou, however, does not rely solely on physical sets. It is also home to Versatile AI Virtual Film Base, a massive innovative studio that fully utilises artificial intelligence (AI) technology. It is the go-to place for domestic filmmakers, particularly those producing films that require computer-generated imagery (CGI).
Versatile AI general manager Shen Chenqi said the studio houses the world’s largest curved LED screen with a 270-degree curvature. Its 8K HDR visuals – with ultra-high resolution, vivid colours and sharper contrast – create highly realistic environments that meet the CGI needs of films.
“With this technology, production costs can be reduced as film crews and actors no longer need to travel abroad to shoot scenes set in places like the Sahara Desert, New York City, or anywhere else in the world,” he explained.
The author's presence in the city along with 30 media practitioners, creative content creators and influencers from several countries was at the invitation of CCTV+.
“In this studio, AI is not just a tool. It helps draft scripts, analyse audience data, suggest camera angles and lighting palettes, and even determine the most effective visual style to evoke emotions.”
With just a tap on the studio’s mega visual system’s touchscreen, one can change a sunrise scene into a rainy scene at dusk, enabling filming to be done without waiting for the right weather or time of day. It also eliminates the need to spend hours arranging props or setting up scenes.
What once required weeks of work for the production crew can now be completed in just a few hours, helping producers control costs while ensuring that the visual quality on screen remains at the highest standard.
‘CHINAWOOD’
Harnessing both Meigao’s physical sets and Versatile AI’s virtual strength, China has positioned its entertainment industry as a formidable force globally. After Hollywood and Bollywood, creative media analysts are now mentioning a new name: ‘Chinawood’.
For China, this industry, especially the micro-drama segment, is not merely about entertainment. It is also a form of cultural diplomacy, an economic driver and a strategy for global influence.
Malaysia, with its creative talent and own content, has the potential to break into international markets by showcasing local folklore such as Makyung and the legend of Puteri Gunung Ledang.
However, to step onto the global stage, Malaysia too needs the “boldness” that China has shown in merging technology with art, while building an efficient production ecosystem and daring to experiment.
Imagine if Malaysia’s folk tales are told in the 90-second series format with visuals on par with international productions – there will surely be strong demand for them on social media platforms, with the possibility of hundreds of millions of users worldwide watching them.
