RisingJoy has launched RJOY, a direct-to-consumer microdrama streaming service. It was initially available to viewers in the US and Japan via TikTok Minis, an in-app feature that allows access to vertical content.
The launch was announced by Cassandra Yang, CEO and co-founder of the Singapore-based company, at the APOS conference in Bali. “RJOY is the natural next step for Rising Joy,” said Yang. “In the short time since our launch, we have curated some of the world’s best microdramatic content and built distribution relationships to match it. RJOY is bringing it together into direct-to-consumer experiences with the help of partners who share our belief that micro-entertainment is one of the most important content opportunities of this generation.”
RJOY will launch in the second half of 2026 with 20 original works scheduled. Immediate availability will span AI-animated and AI-human formats, including Addicted to the Dark Boss and Hide My Secret in the Moonlight (both AI-animated titles based on existing micro-drama hits), and AI-human titles The Substitute Bride’s Secret Wonderland and Blind Spoiled. Also includes the original fantasy anime “When I’m Trapped, I Can’t Break It”.
The company’s choice of launch markets reflects the commercial weight of both regions. According to data from Media Partners Asia, the U.S. accounts for nearly half of global microdrama in-app purchase revenue outside of China, while Japan ranks second globally.
RisingJoy has built a licensing and distribution network across 30+ countries and 50+ platforms, covering content in Chinese, English, Korean, and AI original formats. The company is now moving into the realm of a full-service micro-entertainment studio, driving its next phase of growth with original IP and co-productions.
