They really captivate you. It's like they are filling a natural need for high drama," says Zhou Yuan, founder and CEO of the Beijing-based vertical film production house Content Republic.

Micro dramas' (90-second episodes, cheesy plots, lots of romance) are catching on worldwide. Will they upend the entertainment industry?

By Mathew Scott China’s vertical short drama boom took center stage on Hong ... all the male characters inevitably fall in love with the female protagonist,” the Global Times reported.