Soonshot, a new platform for bite-sized Korean dramas, is teaming up with BytePlus, the enterprise technology arm of ByteDance, to bring artificial intelligence to the world of short-form K-content. The collaboration aims to combine Korea’s storytelling expertise with advanced AI tools, offering highly personalised and seamless viewing experiences for audiences worldwide.
Soonshot delivers 1–2 minute mobile-friendly episodes designed for quick, engaging consumption on smartphones. By using BytePlus’s technology, the platform offers personalised recommendations, smooth streaming even on weaker networks, and real-time analytics that help creators adjust content based on viewer engagement.
Erica Park, chief executive officer of ADG Company, which operates Soonshot, said the service is tapping into a growing demand for short, dynamic storytelling. “Soonshot brings the emotional depth of K-dramas at short-form speed. Inspired by China’s short-form boom, we’re elevating content with authentic K-flavour, powered by BytePlus tech to deliver what fans crave while building a sustainable, direct-to-fan model for IP value,” she said.
Rapid growth and strong early adoption
Launched less than three months ago, Soonshot has already attracted 110,000 users worldwide, with average viewing sessions lasting 22 minutes. The app leverages Korea’s deep creative network, including more than 3,000 production professionals such as directors, writers and cinematographers. It also works closely with major broadcasters including SBS, KT and Kakao, and has access to over 20,000 webtoon intellectual properties for adaptation.
Behind the platform is Lee Kyung-kyu, a South Korean comedy icon and broadcasting veteran with more than four decades in the entertainment industry. His involvement is expected to help Soonshot tap into Korea’s established production expertise and emerging talent.
Singapore as a hub for expansion
Singapore is playing a central role in Soonshot’s global growth strategy. The city-state’s strong digital adoption, advanced payment systems and influential media landscape make it an attractive launchpad for expansion into key markets such as Indonesia, Thailand, the Philippines, the United States and Japan.
Localisation features, including multilingual subtitles, are designed to make content accessible across Southeast Asia, where K-dramas remain highly popular. Indonesians spend an average of six hours a day on mobile devices, with K-content making up about 30% of streams, while one in three young Thais watches daily. Filipinos generate more than 100 million monthly K-drama hashtag views, and Singapore leads in per-capita spending on K-content.
Beyond streaming, Soonshot plans to build immersive fandom communities where fans can chat, share, and explore K-culture. The company aims to go beyond traditional viewing, creating a membership-driven experience with exclusive content, merchandise and fan engagement.
Park said the focus is on sustainable growth rather than quick returns. “We prioritise long-term growth through fandoms and IP creation over quick profits,” she said.
By blending Korea’s creative strengths with AI-powered personalisation, Soonshot is positioning itself to reshape how global audiences consume K-dramas, making every smartphone a gateway to immersive, tech-driven storytelling.
