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RJOY, nan microdrama streaming work operated by Singapore-based RisingJoy, has sealed business deals pinch Astro’s Sooka level successful Malaysia and nan IDN App successful Indonesia.
Under nan position of nan deals, signed astatine APOS successful Bali this week, RJOY will beryllium distributed by some Sooka and IDN App successful their respective markets. The recently-launched direct-to-consumer work now has a footprint successful 4 markets aft signing pinch TikTok Minis for some nan U.S. and Japan.
“Southeast Asia is 1 of nan fastest-growing microdrama markets extracurricular China, and nan measurement to triumph present is local,” said RisingJoy CEO and Co-founder Cassandra Yang. “Astro and IDN bring nan assemblage and nan marketplace expertise; we bring proven contented and format know-how – and that operation is really we scale.”
Agnes Rozario, Astro’s Chief Content Officer, added: “We’re delighted to partner pinch RisingJoy whose important and sustainable entree to microdrama will proceed to turn Sooka’s assemblage and experience. This collaboration reflects Sooka’s committedness to expanding our contented ecosystem pinch innovative, mobile-first formats that resonate pinch evolving viewing habits.
“By combining RisingJoy’s proven contented expertise pinch our beardown section scope and level capabilities, we spot important imaginable to turn nan microdrama class successful Malaysia and present fresh, engaging intermezo experiences to our viewers.”
In summation to its D2C platform, RisingJoy is an aggregator progressive successful nan licensing and distribution of microdrama titles to much than 50 platforms and apps successful 30 countries worldwide. The company’s contented is purpose-built for nan vertical surface and spans Chinese, English, Korean and AI-original formats.
RisingJoy besides said that original IP and co-production will beryllium astatine nan centre of its adjacent shape of growth.
Alongside RisingJoy’s existing curated catalogue, RJOY is launching pinch 20 ‘RJOY Originals’ lined up for merchandise successful nan 2nd half of 2026. The originals slate includes anime shows Addicted To The Dark Boss and Hide My Secret In The Moonlight, some adapted from existing deed microdramas; AI quality titles The Substitute Bride’s Secret Wonderland and Blind Spoiled; arsenic good arsenic Locked Away, I Break Unbreakable, which is an original imagination anime.
As a cardinal portion of its contented strategy, RisingJoy has besides unveiled a “microdrama bible” for 10 of its titles. Developed pinch strategical partner and investor Double Vision, nan bibles springiness world studios and platforms a blueprint for creating microdramas grounded successful RisingJoy’s marketplace knowledge.
Each book goes beyond a book by mapping retired communicative arc, hooks and setting, pinch English-language guidance connected accumulation tailored to what performs successful each region.
“Double Vision supports america connected book improvement and localisation, while we prime remake authorities from existing high-performance titles and constitute caller scripts from scratch. We scheme to co-develop a coagulated slate of 30 microdrama bibles complete nan adjacent fewer months,” added Yang.
