FUKUOKA - Short dramas, which are gaining popularity worldwide, especially among Generation Z, have surpassed 200 million total views for a Fukuoka-based production team. But what goes into making these viral hits? We followed the team to uncover the secrets behind their success.
The dramas, which usually center around love and everyday life, are designed to be viewed on smartphone screens, with each episode lasting around three minutes. Despite the short length, their captivating nature leaves viewers eager for more.
福岡ドットコム (@fukuoka.com.fuk), a production team based in Fukuoka City, has captured the hearts of Generation Z by creating relatable, heartfelt stories—mostly in the local Hakata dialect. With some of their works reaching over a million views, the total number of views for their short dramas has now climbed to 200 million.
These short dramas, produced by a six-member team, are shot once a week, and location scouting is carefully planned to showcase Fukuoka’s unique scenery. The group prides itself on its deep local connections.
During filming, the cast and crew spend an average of one hour perfecting scenes that last just 20 seconds. The focus is on making every detail resonate with the audience, from subtle facial expressions to the tone of the dialogue. The team often receives both positive feedback and critical comments, but their goal is to make each video something that draws a strong emotional response.
Fukuoka.com’s six-person team includes a producer, director, and four actors, all of whom take on multiple roles, from location scouting to costume and prop management. Originally a talent agency, the team shifted to content production in February of last year. With their growing popularity, the actors are now able to make a living without side jobs, focusing solely on their craft.
But what exactly defines a short drama? These are stories designed specifically for vertical smartphone screens, lasting only 2 to 3 minutes. Their short and engaging nature has made them especially popular with Generation Z. According to a private research firm, the global market for short dramas is expected to reach 8.1 trillion yen by 2029. The genre was also the top trending keyword on TikTok for the first half of 2024.
Short dramas are becoming a preferred medium for advertisers too. They are inexpensive to produce, easily adaptable for collaborations with businesses, and have a strong reach among young audiences. It’s a format that balances entertainment with marketing appeal.
Another key aspect of these dramas is music, which plays a central role in keeping the audience engaged. In most cases, music is played continuously throughout each episode, helping to enhance the overall emotional impact of the story. This careful planning is part of what makes these short dramas so effective at drawing in viewers.
Despite the challenges of working with vertical frames and short scenes, Fukuoka.com continues to innovate, crafting content that resonates deeply with viewers while staying true to their local roots.
Source: TBS
