China’s ultra-short episodic micro-drama industry has surpassed traditional box office earnings, amassing 576 million viewers in the country and generating US$6.91 billion in revenue in 2024. Content creators, brands, and advertisers worldwide, including in Southeast Asia, are eager to capitalise on the popularity of micro-dramas and the platform’s rapid growth and unique customer engagement potential.
This trend has also reached Singapore, with yuu Rewards Club pioneering its potential as a new marketing channel through a partnership with a micro-drama produced by Mediacorp’s audio brand YES 933. Falling for the CEO’s Son (总裁儿子爱上我), Singapore’s first micro-drama, concluded on 31 Mar 2025 after 65 episodes, having gained significant traction.
Notably, the three yuu-commissioned episodes are the most viewed since the launch, amassing over 9.6 million views, close to 33,000 engagements, and more than 1,800 shares. In the same month, yuu saw a 20% rise in sign-ups and an increase of more than 50% in yuu Members engaging with the new yuu Arcade play-to-earn feature showcased in the series.
As the first brand in this space, yuu has found that the bite-sized, punchy storytelling resonates with a wide range of audiences – from Gen Zs to seniors. By delivering the excitement of a traditional hour-long episode in just mere minutes, this format fits seamlessly into today’s fast-paced lifestyle and viewers’ short attention spans, engaging them during commutes, short breaks, or while multitasking.
Jonathan Seto, Head of Commercial Engagement, Mediacorp, said, “Micro-dramas have proven to be a powerful and innovative marketing tool in an era of bite-sized social content. Recognising the strong viewership of our Falling for the CEO’s Son series, we swiftly identified and seized a prime opportunity to collaborate with yuu Rewards Club. Through this nimble approach, we seamlessly integrated their brand into the micro-drama, leveraging its popularity to deliver maximum value to our client. We are thrilled with the stellar results and look forward to exploring more of such collaborations in future.”
Successful Partnership with yuu Rewards Club
yuu Rewards Club was the first brand to tap into the new format. yuu commissioned three episodes that seamlessly integrated product placements – featuring the DBS yuu Card, Super Duper Rewards, and yuu Arcade – into the captivating narrative of Falling for the CEO’s Son.
“As the first brand to collaborate with Mediacorp on their ultra-short episodic social media micro-drama, we’re honoured to support this pioneering entertainment content format in Singapore, leading the way in blending storytelling with product placement,” said Jacky Mak, Brand Marketing Director at minden.ai.
“Members engaged directly with our brand through comments on Instagram, Facebook, and TikTok, allowing us to deepen our connection with them while driving significant engagement. We’re excited to continue exploring creative ways to showcase yuu’s features while further strengthening our bond with our Members.”
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