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RisingJoy Inks RJOY Branded Service Deals with Astro and IDN App in Southeast Asia

Micro-entertainment company also unveils format support for production partners

June 18, 2026, Bali/APOS: RJOY, RisingJoy's direct-to-consumer micro-entertainment streaming service, is now available to audiences in Southeast Asia.

Through new partnerships with Astro’s Sooka homegrown streaming service in Malaysia and IDN App in Indonesia signed at APOS in Bali this week, the launch brings RJOY's footprint to four markets globally, following its recent debut on TikTok Minis in Japan and the United States.

“Southeast Asia is one of the fastest-growing microdrama markets outside China, and the way to win here is local. Astro and IDN App bring the audience and the market expertise; we bring proven content and format know-how – and that combination is how we scale,” said Cassandra Yang, CEO and Co-founder.

“We’re delighted to partner with RisingJoy whose substantial and sustainable access to microdrama will continue to grow Sooka’s audience and experience. This collaboration reflects Sooka’s commitment to expanding our content ecosystem with innovative, mobile-first formats that resonate with evolving viewing habits. By combining RisingJoy’s proven content expertise with our strong local reach and platform capabilities, we see significant potential to grow the microdrama category in Malaysia and deliver fresh, engaging entertainment experiences to our viewers,” said Agnes Rozario, Chief Content Officer, Astro.

With its distribution network established and its consumer service expanding globally, RisingJoy is advancing its ambitions as a full-service micro-entertainment studio, with original IP and co-production at the centre of its next phase of growth.

As a key part of this, RisingJoy has unveiled a microdrama bible for 10 of its titles. Developed with strategic partner and investor Double Vision, the bibles give international studios and platforms a blueprint for creating microdramas grounded in RisingJoy’s market knowledge. Each goes beyond a hit script – mapping out story arc, hooks and setting, with English-language guidance on creation and production tailored to what performs in each region.

“Double Vision supports us on bible development and localisation, while we select remake rights from existing high-performance titles and write new scripts from scratch. We plan to co-develop a solid slate of 30 microdrama bibles over the next few months,” added Yang.