South Korean Audio Social Giant Launches Global Short Drama Platform Vigloo: Is a Short Drama Boom Coming to Japan and South Korea?

The overseas short drama wave has slightly slowed due to increasing user acquisition costs and content homogenization issues. However, the trend remains on an upward trajectory. Compared to the previous year when many companies focused on the U.S. and Southeast Asian markets, more players—including ReelShort and DramaBox, which achieved impressive results in the U.S.—are now targeting relatively untapped markets like Japan and South Korea, achieving notable success.

On June 30, 2024, a South Korean audio social company, Spoon Radio, launched a global short drama platform called “Vigloo” which received widespread media coverage in both Japan and South Korea. Spoon Radio’s audio social app “Spoon” is a household name in these two countries, particularly popular among Gen Z, with over 80% of users aged 18–24. The platform also has a strong presence in Taiwan. As of May 2023, Spoon’s cumulative downloads across Japan, South Korea, and Taiwan exceeded 30 million, with sales revenue of 45.5 billion KRW in 2023 alone. In these markets, Spoon’s status is akin to TikTok’s dominance in the U.S.

(Source: Spoon Radio Official Financial Report)

Now, this audio social giant has fully entered the short drama arena with its new platform Vigloo. At launch, Vigloo offered 50 original short dramas from South Korea, each with episodes lasting 1–2 minutes. The platform climbed to the Top 16 in South Korea’s entertainment app download rankings after launch and currently ranks 36th.

(Data source: data.ai)

What’s the Secret to Targeting Local Markets?

Spoon Radio likely targeted the Japanese and South Korean markets for three key reasons:

1. Established Market Foundation: Spoon’s existing user base in these regions provides a stable foundation to attract users to Vigloo.

2. Market Dynamics: Japan’s market is heavily influenced by overseas dramas, and Korean culture and TV dramas, especially among teenagers, hold significant appeal. In South Korea, short web dramas with fewer episodes have been gaining popularity, aligning well with the “one-minute drama” format.

3. Emerging Trend: The positive market feedback from platforms like TopShort in South Korea and Japan has shown that short dramas are a promising business opportunity.

A Closer Look at Vigloo

Vigloo’s interface and layout are similar to other short drama apps, with clear and user-friendly features. The homepage includes categories like trending series, daily Top 10 rankings, and personalized recommendations. Unlike other apps that rely on generic genres like werewolf and CEO dramas, Vigloo adopts a multi-layered categorization inspired by full-length drama platforms. Genres include romance, comedy, thrillers, and LGBTQ+, aligning more closely with the preferences of Korean long-drama audiences.

The “Search” page uses an up-and-down scrolling interface with buttons for liking, saving, episode tracking, and sharing. The diversity of content ensures users rarely encounter repeated genres, catering to curious users and those intrigued by short dramas. Popular themes like romance, infidelity, and crime resonate with Korean audiences.

Monetization Strategy

Vigloo primarily uses in-app purchases and ad-based unlocking. The first five episodes of most dramas are free, with subsequent episodes requiring 50 Coins (in-game currency) to unlock or watching ads (limited to five ads per day). Coin packages range from $4.99 to $54.99, with one Coin roughly equivalent to $0.05 USD. Unlocking an entire drama costs around $15–18 USD, which is relatively affordable compared to platforms like ReelShort, where users spend about $25 per series

A Careful Approach to an Untapped Market

While Vigloo’s current revenue and downloads are modest, its unique combination of local expertise, audio social dominance, and focus on untapped markets like South Korea and Japan makes it a product worth watching.

For now, Vigloo faces challenges in content differentiation and limited marketing efforts. Its 50 dramas mirror the style of Korean long dramas without establishing clear competitive advantages. Vigloo has yet to fully leverage platforms like TikTok or YouTube for promotion. For example, TikTok’s #vigloo hashtag only features 20 videos, with most coming from a single account, indicating limited promotional activity.

Ambitions Beyond South Korea

Although Vigloo is currently focused on South Korea, its ambitions are global. The app supports seven languages, including Korean, Japanese, Traditional Chinese, Thai, Spanish, English, and Indonesian, spanning markets across Asia, Europe, and Southeast Asia. By the end of the year, Vigloo plans to expand its library to 100 dramas, including productions from Japan and the U.S.

With local players entering the scene, the blue ocean of short dramas in Japan and South Korea is becoming more dynamic. Vigloo’s future success will depend on its ability to iterate and adapt to user needs while navigating this emerging market.