iWorld
RisingJoy expands RJOY micro-entertainment footprint with SEA platform deals
Astro and IDN App partnerships boost microdrama reach across Southeast Asia
BALI: Micro-entertainment platform RisingJoy is expanding its global ambitions as its RJOY service deepens its presence in Southeast Asia through new distribution partnerships.
RisingJoy has announced branded service deals for RJOY with Astro’s Sooka platform in Malaysia and the IDN App, with the agreements signed at the APOS in Bali. The rollout marks RJOY’s expansion into four global markets, following earlier launches on TikTok Minis in Japan and the United States.
Speaking on the expansion, RisingJoy CEO and co-founder Cassandra Yang said, “Southeast Asia is one of the fastest-growing microdrama markets outside China, and the way to win here is local. 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.”
From the partner side, Astro chief content officer Agnes Rozario said, “We’re delighted to partner with RisingJoy whose substantial and sustainable access to microdrama will continue to grow Sooka’s audience and experience. This collaboration reflects Sooka’s commitment to expanding our content ecosystem with innovative, mobile-first formats that resonate with evolving viewing habits.”
Beyond distribution, RisingJoy is positioning itself as a full-service micro-entertainment studio, with a focus on original intellectual property and co-productions. The company is also rolling out structured “microdrama bibles” for 10 titles, developed with strategic partner and investor Double Vision, aimed at guiding international studios on story structure, hooks and localisation strategies.
Cassandra Yang added, “Double Vision supports us on bible development and localisation, while we select remake rights from existing high-performance titles and write new scripts from scratch. We plan to co-develop a solid slate of 30 microdrama bibles over the next few months.”
With its distribution network expanding and content strategy sharpening, RisingJoy is betting on short-form storytelling as the next global entertainment wave, powered by mobile-first viewing habits across emerging markets.
