Eight PR: What's On Our Radar In 2025?

Instead of predictions, we're sharing what's on our mind for 2025

· Public Relations
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Here's what's on our radar for 2025:

Micro Drama Breakout!

Amuse us!

Micro dramas in China are experiencing a significant surge in popularity, driven by changing viewer habits and advancements in digital media.

This trend reflects broader shifts inthe entertainment landscape, particularly towards shorter, more accessible content.

Micro dramas are characterised aslow-budget productions, typically shot in vertical format, with episodes lasting just a few minutes.

[In an interview on RTHK Radio 3, Janine Stein, Editor, ContentAsia makes mention of mini-dramas]

They are primarily distributed through short-video platforms, with the narratives often focus on dramatic themes such as revenge and betrayal, appealing to viewers' desire for quick, engaging
storytelling.

The market size is projected to cross the RMB100 billion mark by 2027 and the soaring growth is attributed to the increasing number of internet users in China (over a billion) with more than half having engaged with micro dramas.

Long form videos are losing appeal, making micro dramas fitting the preference for bite-sized content popularised by Snap, and reels on YouTube, Facebook, Instagram, etc.

Major companies have invested in this genre as have local governments.

Sources: China Daily, TechNode, TheWire China, TIME Variety and Reuters

The Intention Economy

Another piece of jargon rattling around Eight PR HQ is the ‘intention economy’ (coined by Doc Searls in 2006), or the ability to predict what people will buy before they know it (well, hello Minority Report).

This ‘intention economy’ idea isn’t new, it’s just that AI now makes it easier to predict buying behaviour based on the analysis of the vast amounts of data produced by every single person.

But, just like AI-enabled documents that allow you to get a summary of a, for example, 5,000 word article without having to read the whole piece, the intention economy does promote dumbing down as it provides quick surface level engagement over deeper understanding and critical thinking.

Other examples of dumbing down, from a technology perspective, includes trending content guided by algorithims filling feeds, and a reliance on chatbots (since they may be trained on commonly asked questions or non-complex questions only).

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The Low-Altitude Economy

Something else which isn’t new yet is something we’re seeing many advances in both commercial uses and in the entertainment world. In late 2024, Hong Kong held their first drone and firework show, opening the door to a fascinating opportunity to witness creative and mass entertainment events.

Across the border in Shenzhen, coffeeshops are experimenting with deliveries made via drone, in Europe, construction materials are being delivered in mountainous regions by drone.

The B2B and B2C usage of drones(rotary) is still, largely, in development yet 2025 promises to be year when many applications will go from pilot to permanent.

The big gorrilla in the room is the use of drones on the battlefield and how they can disrupt aviation. We can expect to see heavier regulation, more restricted airspace, prosecutions, and other deterrants to reduce private use of drones.

About Eight PR (www.eightpr.com)

Eight Public Relations is a PR agency headquartered in Hong Kong offering tailored, innovative strategies to enhance client reputations, drive growth opportunities, and establish brands. This includes public relations, media relations, analyst relations, compelling content creation, and leveraging our global B2B network.

We were the only public relations firm to sponsor a booth at ReThink 2023, a business event for sustainable development. We are also a two-time showcase sponsor at Fintech Week Hong Kong.

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