Native just launched America’s first brand-produced “microsoap.” The P&G-owned personal care brand and dentsu Entertainment just dropped The Golden Pear Affair, a 50-episode scripted series built for TikTok, following the structure of the Chinese microdramas that went viral this year. The series has all the makings of soap opera drama, but is shot vertically with bite-sized episodes and cliffhangers made for swiping. Between ad revenue and major streamer investment, microdramas are projected to hit $11B in global revenue this year, with the U.S. now the largest market outside China. Like Duolingo’s anime and Gap’s Sandy Liang collab, it’s part of a growing trend of brands inviting Gen Z into a narrative rather than just selling to them outright. The goal isn’t only product placement, but making young consumers invested in the brand’s story. (GlobeNewswire)
👀 Read more from YPulse: Gen Z Is Obsessed with TikTok Mini Shows
