At the World Content Market — Moscow, the China Pavilion hosted the China Audio-Visual Salon, including the «China Premium Micro-Drama Screening» session, followed by a cocktail reception.
The session was dedicated to one of the fastest-growing content trends today — Chinese vertical microdrama, a format designed primarily for mobile viewing and characterized by short episodes, fast-paced storytelling, and strong audience engagement.
China Pavilion exhibitors presented a range of projects and shared insights into the development and international potential of the format.
July Qi, Content Manager, Content Business Department at SMG Pictures & Wings Media, introduced digital-first microdrama content, including the project «Her Islands». Bosheng Liu, Distribution Manager at Future TV, presented vertical microdrama titles such as «Gilded Cage» and «I Am the Queen». Yaonan Liu, Director of Content Cooperation at Beijing Filmtag Technology Development, showcased projects including «My Brave Crown Princess» and «The Double-Faced Nanny».
The session generated strong interest among Russian industry professionals and provided a platform for direct exchange between Chinese content providers and local partners, highlighting a growing demand for new digital formats in the region.
Discussions focused on the adaptability of the vertical format for local platforms, monetization models — including when paid access is introduced — and potential co-production opportunities. Participants also raised practical questions about episode duration, production timelines, and the balance between speed of production and narrative quality.
Additional topics included audience targeting, distribution strategies across digital platforms, and content performance. Participants further inquired about budget ranges, shooting schedules, scalability for local adaptation, and marketing approaches, particularly the role of social media and short-video platforms in driving audience engagement.
Following the session, Russian participants enjoyed a live performance by a Chinese musician playing the guzheng, a traditional Chinese instrument. Guests were also invited to try playing the instrument themselves, creating an interactive and engaging atmosphere that further strengthened the connection between Chinese and Russian participants.