In Bali this week at APOS, RisingJoy secured Southeast Asia distribution deals for its newly launched D2C vertical content platform RJOY.
RJOY will be available in Malaysia via Astro’s sooka streaming service and in Indonesia through the IDN App in Indonesia. The deals expand RJOY’s footprint to four markets following debuts on TikTok Minis in Japan and the United States.
“Southeast Asia is one of the fastest-growing microdrama markets outside China, and the way to win here is local,” said Cassandra Yang, CEO and co-founder of RisingJoy. “Astro and IDN App bring the audience and the market expertise; we bring proven content and format know-how—and that combination is how we scale,”
“We’re delighted to partner with RisingJoy, whose substantial and sustainable access to microdrama will continue to grow Sooka’s audience and experience,” said Agnes Rozario, chief content officer at Astro. “This collaboration reflects Sooka’s commitment to expanding our content ecosystem with innovative, mobile-first formats that resonate with evolving viewing habits. By combining RisingJoy’s proven content expertise with our strong local reach and platform capabilities, we see significant potential to grow the microdrama category in Malaysia and deliver fresh, engaging entertainment experiences to our viewers.”
RisingJoy also revealed the launch of a microdrama bible for 10 of its titles, developed with strategic partner and investor Double Vision. It provides a blueprint for creating microdramas, delivering a script, the story arc, hooks, and setting.
“Double Vision supports us on bible development and localization, while we select remake rights from existing high-performance titles and write new scripts from scratch,: Yang said. “We plan to co-develop a solid slate of 30 microdrama bibles over the next few months,.”
