The broadcaster’s new strategic division leverages expertise from hit series We are Coy Every Day, which amassed over 2.6 billion views, to offer full-scale marketing and IP development solutions.
Japan’s Nippon TV announced the launch of Viral Pocket, a new division focused on the rapidly expanding vertical video market.
Marking Nippon TV’s first vertical announcement in the micro drama arena, this division will transform proven content creation expertise into a strategic partnership model for brands and agencies.
Hirofumi Tanaka, President, Content Strategy, Nippon TV, said: “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 unprecedented 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 recognized social media accounts. Additionally, Nippon TV’s short-form drama, Chokotto Paa-chii averages more than one million views on TikTok, further highlighting the division’s ability to merge broadcast-quality storytelling with data-driven digital production. Most recently, a third title, The Final Lesson – Only Survivors Graduate- received a prestigious award at the 1st Asia Short-Form Drama Awards, underscoring Nippon TV’s excellence in high-impact, short-form storytelling.
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 just 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.
