In 2023, KANS proved that short dramas could sell skincare at scale. In 2025, over 40,000 new short drama series launched in China, ReelShort generated US$130 million in a single quarter overseas, and AI-powered productions cut costs to one-fifth of traditional methods. The short drama marketing model KANS pioneered has evolved far beyond what its creator imagined. This is the story of how it started, why it nearly collapsed, and where it is heading.

Summer Fridays went from a single Instagram-famous face mask to $244 million in annual sales and the top skincare position at Sephora. This case study unpacks the founder-as-channel model, social-first product design, and disciplined distribution strategy behind one of DTC beauty's most instructive success stories.

From Guide to Community: Passive Browsing → Active Participation

In recent years, with the rapid rise of short-video platforms, mini dramas have gained immense popularity due to their bite-sized...

The Chinese social media landscape is vast and varied, offering a plethora of opportunities for brands to connect with their target...

ABOUT AFU A Declining Brand Afu is a 20-year-old Chinese skincare brand that specializes in essential oils. It was once a top domestic...

ABOUT BILIBILI ⚫ Bilibili is often described as a combination of YouTube and Netflix, as it offers a wide range of user-generated...

ABOUT RED ⚫ RED (Xiaohongshu) is a popular social commerce platform in China, known as the ‘Chinese Instagram’ that prioritizes content...

Click here to download the full report FOR FREE! • RED is a popular social media and e-commerce platform in China. The ‘Chinese...

Customers play a big role in decisions, driven by how they feel and what they like. Emotional marketing is crucial for building strong...