Nippon TV, the Japanese multiplatform entertainment studio, has announced the launch of Viral Pocket, a new division focused on the expanding vertical video market.

Hirofumi Tanaka, President, Content Strategy, Nippon TV, commented: “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.”

Viral Pocket will focus on three key pillars to revolutionize the micro drama landscape: Content IP Development: Creating original, platform-native stories; 360 Production & Project Design: End-to-end execution tailored for vertical formats; and Marketing Support: KPI-driven storytelling designed to spark empathy and action.

The establishment of Viral Pocket builds on the success of Nippon TV’s micro drama portfolio, which has become a dominant entertainment format for Gen Z. Since its launch in March 2023, We are Coy Every Day, a short-form drama series, has achieved over 2.6 billion organic views, becoming one of Japan’s most recognised social media accounts.

Viral Pocket will deliver high‑impact Professionally Generated Content (PGC) that drives brand engagement. A recent project with Nissui, one of Japan’s leading food brands, showcased this approach. By weaving the company’s egg‑free products into an emotional story about food allergies, the video generated over 10 million organic views in two weeks.

The division’s approach blends Right Brain creativity—social trend‑driven storytelling that sparks empathy—with Left Brain data analysis, using retention and drop‑off metrics.

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Categories: Articles, Content, Mobile, Production

Tags: japan, mobile, nippon tv