08/09/2025

LYFE MONDAY | SEPT 8, 2025

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Malaysian Paper

/thesundaily /

Media firm bets big on micro dramas

o ToYm’s Reborn and Revenge launch creates advertising niche, integrates storytelling with brand partnership

T HOUSANDS of Years Media (ToYm), the company founded by Datuk Wira Jment Lim, who also established SunStrong Entertainment, has launched its latest Mandarin micro drama Reborn and Revenge . Since March, ToYm has been pioneering the micro drama format in Malaysia, creating a fresh advertising niche that seamlessly integrates storytelling with brand partnerships. Its debut production In Character , the first locally-produced Chinese micro drama in Malaysia, recorded 15.1 million views for the Chinese version and 10 million views for the Malay-dubbed version. Building on this momentum, production for Reborn and Revenge began last Tuesday, with the official launch slated for November 2025. After the release, ToYm will begin filming its first Malay-language micro drama.

Reborn and Revenge tells the story of Lin Xiyun, a woman neglected by her family and betrayed by her stepmother and sister. After meeting a tragic death, she is mysteriously reborn and witnesses the downfall of her fiance Gu Tingfeng. Armed with a second chance at life, she vows to reclaim her dignity and deliver justice to those who wronged her. This production builds on the female empowerment themes explored in In Character , but pushes into darker, high-stakes territory – blending suspense, betrayal and redemption into a sharp, fast-paced narrative designed to captivate audiences. The production features a mix of established stars and ToYm’s rising in-house talents. Lead cast consists of Yumi Wong (as Lin Xiyun), Wilson Lee (as Gu Tingfeng), Thomas Kok (as Yan Cheng Chen), Chai Zi (as Lin Zheng

Behind-the-scene footage from the first day of the Reborn and Revenge shooting. – PICS FROM FACEBOOK @THOUSANDSOFYEARSMEDIA

Guo), Cindy Po (as Qin Wan Rong), Ng Xin Yi (as Lin Xiao Yue). The supporting cast includes Eric JJ (as Zhang Kai Rui), Ooi Tianjia (as reporter Hu), Jayden (as Vincent, Gu Tingfeng’s assistant), Xiao Wei Wei (as Su Wan Qing) and Wong Kang Xin (as lawyer Huang). Lim said Reborn and Revenge marks several firsts for ToYm – Yumi’s first micro drama role, the debut of Shining Star champions Ng and Ooi in a ToYm production and, for the first time, the use of artificial intelligence to compose the micro drama’s original theme song. “Some people say micro dramas are low-quality or shallow – and yes, the market does have such examples. But we’ve been clear about our direction: to produce high-quality, meaningful and positive works. “That’s why, even when offered productions at less than one-third of our budget, we said no. For us, quality and values are non-negotiable. “Micro drama ads is our bold innovation – a new category in Malaysia that gives brands a powerful way to be seen. Audiences no longer consume content the way they used to. “They skip ads on TV, radio and even online. But with micro dramas,

An actress getting into character right before a take.

A moment from the fim’s shooting.

Two actresses preparing to shoot a scene.

at over RM21 billion in 2024, underscoring the immense appetite for short-form, mobile-first storytelling. In Malaysia, ToYm is embedding products into engaging narratives. The success of In Character , with millions of views across platforms, showcases the reach and influence of this format, which has already transformed brand visibility and consumer engagement in China. Early advertisers, including First Class Castle, Fuyu Dezain and CMH Seremban, have already partnered with ToYm, demonstrating strong confidence in micro drama ads as a powerful and cost-effective platform for audience engagement.

they actively follow storylines, making this format the most effective way for brands to connect with younger audiences,” said Lim, adding that with packages starting at just RM6,000, brands can reach a minimum of 200,000 guaranteed viewers, complete with direct links for instant engagement and conversion – a level of value and impact that traditional advertising rarely delivers. The global micro drama market is expanding rapidly, projected to grow at a compound annual growth rate of over 15% through 2027, with the Asia-Pacific region driving the surge. China’s market alone was valued

Lim (seventh from left) and the cast of Reborn and Revenge.