A Review of the Dissemination and Cultural Appeal of Chinese Micro-Dramas in Southeast Asia
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Abstract
Chinese micro-dramas, also known as duanju, have rapidly emerged as a significant form of platform-based digital entertainment. Supported by mobile-first platforms and algorithm-driven recommendation systems, they have expanded beyond China and gained increasing popularity in Southeast Asia. This study adopts a narrative literature review approach to examine the dissemination mechanisms and cultural appeal of Chinese micro-dramas in the region. Drawing on recent studies from digital media, platform studies, and cross-cultural communication, the review identifies two major analytical dimensions, namely platform-based dissemination and audience-oriented appeal factors. The findings suggest that the popularity of Chinese micro-dramas is shaped by the interaction of platform logic, localization strategies, narrative intensity, and fragmented viewing habits, with algorithmic visibility and mobile consumption patterns playing a crucial role in facilitating cross-border circulation. This study contributes to the understanding of digital media globalization by highlighting how platform-oriented short-form content reshapes transnational cultural flows, and it provides a conceptual basis for future research on digital entertainment and cross-cultural communication in Southeast Asia.
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