Short-Form Drama Gains Traction: Lezhin Snack Launches with Star Directors
The global short-form drama market is experiencing rapid growth, attracting established filmmakers and production companies. Lezhin Entertainment officially launched its short-form drama platform, Lezhin Snack, on February 4, 2026, signaling a strategic move to capitalize on this trend. The platform features original content from renowned Korean directors Lee Joon-ik and Lee Byung-hun, alongside productions from major distributors like Showbox and KT Studio Genie.
The Rise of Short-Form Content
A fundamental shift in content consumption is driving the popularity of short-form dramas. Traditionally dominated by long-form content, the market is now seeing a surge in demand for mobile-friendly, bite-sized narratives. In North America, quarterly revenue from short-form drama apps is approaching KRW 500 billion, mirroring the explosive growth observed in China, where the market surpassed KRW 10 trillion (approximately RMB 50 billion) in 2024 [1]. The global short drama market grew from $6.55 billion in 2024 to $7.23 billion in 2025 and is projected to reach $14.69 billion by 2032 [2].
Lezhin Snack’s Initial Offerings
Lezhin Snack is launching with a diverse lineup of short-form dramas. Director Lee Byung-hun, known for the film Extreme Job, is releasing a romantic comedy titled ‘My Dad is My Boyfriend,’ which centers on a couple navigating co-parenting and an unconventional relationship [4]. Director Lee Joon-ik, celebrated for films like The King and the Clown, is contributing ‘Father’s Home Cooking,’ a story about a husband taking over household cooking duties after his wife’s illness [2].
Industry-Wide Participation
Beyond Lezhin Snack, other key players are entering the short-form drama arena. Showbox, a major Korean film distributor, is releasing titles like ‘Bridal Shower: The Disappeared Bride’ and ‘Choi-ae, a maniac, is haunted by a ghost!’ [2]. KT Studio Genie has already seen success with ‘Cleaning Woman’s Second Marriage’ and ‘Jamanchu Clubhouse,’ which ranked highly on global short-form drama platforms [2]. TVING launched ‘TVING Short Original’ in August 2025, focusing on concise storytelling and immersive experiences.
Lezhin’s Strategy
Lezhin Entertainment’s move into short-form dramas is a deliberate extension of its existing IP strategy. The company leverages its library of over 30,000 original IPs—validated through platforms like Lezhin Comics and Bomtoon—to create content for the new platform [1]. Lezhin Snack launched simultaneously in Korea, the U.S., and Japan.