RisingJoy CEO Takes the Stage at ATF 2025: "From Micro to Macro"
RisingJoy CEO Cassandra Yang delivered a keynote presentation at the Asia TV Forum & Market (ATF) 2025 in Singapore, taking the stage to share the latest global trends in micro-drama popularity and forward-looking market forecasts.
The presentation, titled "From Micro to Macro," traced the format's journey from niche experiment to global content phenomenon — a trajectory that mirrors RisingJoy's own evolution from micro-drama distributor to full-service micro-entertainment studio.
A home market moment
For RisingJoy, the appearance at ATF carried particular significance. As a Singapore-based company, presenting at the city-state's premier content market was both a homecoming and a milestone. ATF is Asia's leading entertainment content market, drawing buyers, sellers, and decision-makers from across the region and beyond each December.
Cassandra's keynote offered international industry professionals a data-driven look at where micro-drama audiences are growing fastest, which genres are travelling across borders, and how the format's monetization models are maturing. The session positioned micro-drama not as an emerging curiosity, but as a structural shift in content consumption — one that broadcasters, platforms, and producers can no longer afford to overlook.
From the stage to the market
RisingJoy's presence at ATF extended beyond the keynote. The market served as a platform for the company to showcase its curated content slate and connect with regional partners — conversations that would later contribute to major strategic developments, including the partnership with Malaysian production house Double Vision.
About ATF
The Asia TV Forum & Market is Asia's leading entertainment content market, held annually in Singapore. The event brings together the global content industry for buying, selling, financing, and partnership discussions, with a growing focus on digital formats and emerging content categories.