InterviewKorean short drama creator navigates China's shadow in global market

Screenshot from a short drama created by Vigloo using artificial intelligence / Courtesy of Vigloo

HONG KONG — In a world where werewolves and vampires coexist, the emergence of a powerful hybrid with extraordinary abilities threatens to upend the order. At the center is Luna, a heroine whose true identity ignites a war between the two factions — even as she becomes entangled in a tragic love.

This storyline comes from "Bloodbound Luna," a 22-episode short drama series produced entirely using artificial intelligence (AI) by Vigloo, a company established in July 2024. Designed for mobile viewing, the series is divided into dozens of one- to two-minute episodes, each typically ending on a dramatic cliffhanger to keep audiences engaged.

This industry is still relatively new. China began developing the format as early as 2018, and it gained global traction during the COVID-19 pandemic.

Since then, it has begun reshaping the entertainment industry. The global market grew from $6.54 billion in 2024 to $7.21 billion in 2025 and is projected to expand at a compound annual growth rate of 10.5 percent through 2030, according to market research firm Research and Markets.

Now, the industry is racing to integrate AI production tools as companies seek to further reduce costs and production timelines.

Vigloo CEO Neil Choi told The Korea Times that by significantly lowering production costs and timelines, AI is enabling new creative possibilities while expanding opportunities for smaller creators. For instance, "Bloodbound Luna" reduced production time to one-third and costs to roughly one-sixth of traditional levels.

While China dominates the global short drama market, backed by strong state support for the AI industry, Choi believes fast followers like Vigloo still have room to compete.

Vigloo CEO Neil Choi / Courtesy of Vigloo

Below is an excerpt from Choi's interview, edited for clarity and readability.

Screenshot of Vigloo app / Courtesy of Vigloo

Q. How does the short drama production process work?

We develop and source IP (intellectual property), then move into production, either with local partners or through our in-house team. On average, production takes about three months, with budgets around 150 million won in Korea and Japan, and roughly $200,000 in the United States.

With AI, creators and directors generate footage within the computer rather than on filming on location. Even so, experienced directors remain closely involved, overseeing the entire process end-to-end. AI can significantly reduce costs, bringing them down to between one-fifth and one-tenth of production budgets.

Q. To what extent is AI technology being used in Vigloo's production process?

Currently, we are reallocating about 30 percent to as much as 50 percent of our budgets toward AI-driven drama production. The number of titles we can produce is expected to increase by four to five times.

We see this as a transitional phase where the industry is just beginning to shift toward AI. China is moving the fastest in this space. There are already fully AI-produced works being released on OTT (streaming) platforms and even in theaters, generating actual box office revenue. In Korea and other countries, it’s still at an early stage, but we expect rapid changes over the next year, particularly from the second half of this year.

Q. How influential is China in the short drama ecosystem?

The Chinese market is effectively closed. Only Chinese companies can operate there. Even in non-China markets, Chinese companies dominate, accounting for over 95 percent of platform operators and service providers.

Government support is strong, considering the industry as part of a broader national strategy. For example, in cities like Wuhan, local governments are actively supporting AI-driven content production with substantial incentives, infrastructure support including GPUs (graphics processing units), and tax benefits for AI-based drama and film projects.

Q. How will AI reshape the content industry?

We expect this shift to begin in short-form dramas and expand into OTT, film and live-action. The reason is straightforward. Production costs are dramatically lower, while visual quality is rapidly approaching parity with live-action.

If Vigloo’s platform is largely powered by AI-driven content, we can reduce subscription fees to as little as one-fifth while offering richer visuals and more engaging storytelling. Also, AI removes traditional creative constraints. Whether it’s F1 racing or fantasy worlds, the scope of storytelling is now virtually unlimited, giving audiences far more to experience.

Companies that adapt quickly will capture this shift, while those that don’t risk falling behind. I tell my team all the time: Stop planting rice by hand. We need to farm with tractors.