Scripted

Japan’s leading broadcaster, Nippon TV, has unveiled Viral Pocket, a new division dedicated to the fast-growing vertical video market, marking its first major move into the micro drama space with a strategic, brand-focused model.

Based in Tokyo, the initiative transforms the company’s proven short-form storytelling expertise into a partnership-driven structure designed for brands and agencies. The new division will offer full-scale marketing and IP development solutions tailored to Gen Z audiences and platform-native consumption habits.

Built On A 2.6 Billion-View Phenomenon

Viral Pocket builds on the runaway success of Nippon TV’s short-form drama portfolio, which has emerged as a dominant entertainment format among Gen Z viewers. Since launching in March 2023, “We are Coy Every Day” has generated more than 2.6 billion organic views, becoming one of Japan’s most recognized social media accounts.

Additional short-form hit “Chokotto Paa-chii” averages over one million views per episode on TikTok, while “The Final Lesson - Only Survivors Graduate-” recently earned top honors at the 1st Asia Short-Form Drama Awards, reinforcing the broadcaster’s credentials in high-impact digital storytelling.

Three Pillars For The Vertical Era

Viral Pocket will operate across three core pillars:

• Content IP Development: Creating original, platform-native stories designed for vertical viewing.
• 360 Production & Project Design: End-to-end production tailored specifically for short-form vertical formats.
• Marketing Support: KPI-driven storytelling strategies engineered to drive empathy, engagement and measurable action.

Hirofumi Tanaka, President, Content Strategy at Nippon TV, said: “The momentum behind content born on social platforms has become extraordinary, continually giving rise to new cultural movements and trends. At Nippon TV, we are committed to expanding IP-driven content and deepening our connection with audiences around the world, with the goal of cultivating an even broader fan base. Through Viral Pocket, we will further invest in developing emerging creators and new content formats, accelerating the creation of fresh culture and next-generation trends.”

Brand Integration Through PGC

The division will deliver high-impact Professionally Generated Content (PGC) designed to strengthen brand engagement. A recent collaboration with Nissui demonstrated this strategy in action: integrating the brand’s egg-free products into an emotional narrative about food allergies resulted in more than 10 million organic views within two weeks.

Viral Pocket’s operating model combines right-brain creativity — socially driven storytelling that resonates emotionally — with left-brain analytics, leveraging retention and drop-off metrics to optimize performance.