Sips and scripts: Starbucks China embraces the micro drama trend

by MA Yue

Brands like McDonald's, Tai Er, Mixue Ice City, and KFC have all embraced micro dramas for marketing this past summer, capturing social media attention with popular elements like time travel, rebirth, sweet romance, and business success. Now, Starbucks China has joined the trend with its own series, 'I Opened a Starbucks in Ancient Times,' which debuted on Douyin on September 19, 2024."

The series follows a Starbucks employee who time-travels to an ancient era, opens a coffee shop with just two bags of beans, builds a business empire, and becomes the richest man in the fictional land—all while winning the heart of a princess.

As micro dramas continue to capture audiences' attention, they have emerged as a powerful marketing trend sweeping various industries over the past year.

Beauty brands were the first to capitalize on the dramatic twists, attractive protagonists, and emotional triggers that these micro dramas provide. After the domestic beauty brand Hanshu successfully drove traffic and sales with its series, brands like Proya, Guyu, Chando, and Pechoin quickly followed suit. Subsequently, internet platforms such as Meituan, Qunar, DingTalk, Tmall, and Xianyu explored new opportunities with micro dramas.

Though brands are tightening their budgets, they are eager to explore micro drama marketing because of its low cost, high exposure, ease of sharing, and quick conversion rates. The "2024 China Advertiser Marketing Trend Survey Report" indicates that the number of micro drama episodes registered for production in the first half of 2024 rose by 16% year-on-year, with 45% of advertisers incorporating micro dramas for advertising placement.

However, while audiences may initially enjoy popular storylines, they can only tolerate a limited number of repetitive plots. As more brands jump on this marketing trend, the real challenge lies in avoiding redundancy, all while striving to maintain the brand's core identity.

An iResearch report indicates that the marginal effect of branded micro dramas is diminishing, underscoring the need for advertisers to refine their strategies and explore new avenues in content marketing.