ReelShort Looks Beyond Microdramas as Joey Jia Pushes for a New Entertainment Ecosystem

ReelShort is accelerating its Southeast Asia expansion with a strategic partnership with Globe, the Philippine telecommunications giant, bringing ReelShort’s growing library of vertical dramas to millions of Filipino consumers in one of the world’s most mobile‑engaged markets. The deal follows a previous Southeast Asia partnership with AIS in Thailand two months earlier as the company builds a broader regional footprint through telecom and content collaborations. Founder and CEO Joey Jia discussed the move at APOS during a fireside chat on 'Micro Dramas, Mega Economics,' describing vertical storytelling as an emerging category with significant potential. The company has grown since 2022, with over 286 million downloads and tens of millions of monthly active users, and more than 1,600 staff. Jia emphasizes ecosystem over content, and notes AI will play a major role in production workflows as ReelShort aims to scale without competing with Netflix, Disney, or Prime Video, instead creating a new category.