THOUSANDS of Years Media Sdn Bhd (ToYm), the company founded by Datuk Wira Jment Lim, is positioning Malaysia to capture a slice of the fast-growing global micro drama industry estimated to be worth RM63 bil.
Since March, ToYm has pioneered the micro drama format in Malaysia by introducing micro drama advertising, a niche that integrates branded content into short, story-driven episodes.
Its debut production, In Character, drew significant traction with 15.1 million views for the Chinese version and 10 million for the Malay-dubbed version – a testament that the format resonates strongly with Malaysian audiences.
Building on this success, ToYm began production of its second micro drama, Reborn and Revenge, on Sept 2 with the official launch scheduled for November 2025.
Following this, the company will commence production of its first Malay-language micro drama, thus reinforcing its ambition to serve Malaysia’s multi-cultural market.
Monetising engagement via micro drama ads
Micro drama advertising is ToYm’s commercial differentiator. Unlike traditional ads which audiences often skip, micro drama ads are organically embedded into storylines, hence ensuring stronger audience engagement.
“ToYm Micro Drama Ads is our bold innovation – a new category in Malaysia that gives brands a powerful way to be seen,” revealed Lim.
“With packages starting at just RM6,000, brands can reach a minimum of 200,000 viewers, complete with direct purchase links – a level of value and impact that traditional advertising rarely delivers.”
The early response has been encouraging. First Class Castle, Fuyu Dezain, and CMH Seremban are among the first advertisers to partner with ToYm by leveraging the format to tap into Malaysia’s young and digitally savvy consumers.
Riding the global growth wave
Globally, the internet micro drama market is projected to grow at a compound annual growth rate (CAGR) of more than 15% through 2027 with the Asia-Pacific region driving expansion.
In China alone, the sector was valued at over RM21 bil in 2024, surpassing the country’s film box office in the same year.
By aligning with these trends, ToYm aims to position Malaysia as a regional hub for micro drama content by combining local storytelling with global commercial models.
Towards this end, ToYm has invested RM750,000 in its first Chinese micro drama, excluding consultation fees from China. The second production, Reborn and Revenge, carries a budget of RM500,000 with additional distribution costs in China.
Building talent and ecosystem
Beyond advertising innovation, ToYm is also focused on developing its talent ecosystem. Its recent Shining Star competition uncovered five promising new artists, now signed alongside existing in-house talents such as Fatimah Noryyah.
This brings ToYm’s roster to eight artists, strengthening the company’s capacity to deliver a steady stream of productions.
“The micro drama format is not just entertainment,” enthused Lim. “It is an ecosystem. A new platform for artists, a new stage for brands and the foundation of an emerging industry in Malaysia.”
With its second production underway, advertiser confidence growing and a clear roadmap of future projects, ToYm is doubling down on its ambition to transform Malaysia’s entertainment industry.
This is not through the conventional traditional box office competition but via scalable, digital-first storytelling with measurable commercial returns. – Sept 5, 2025
Main image credit: Ghislaine León/Linkedin
