Images from iQIYI.
SINGAPORE: iQIYI, Asia’s leading streaming platform, successfully hosted the International iJOY Conference: 2025 Grand Reveal event during the Asia TV Forum (ATF) in the island last Wednesday (Dec 4).
At the event, Li Kaichen, Vice President and Head of APAC & MENA Regions at iQIYI, shared the platform’s key achievements and unveiled its strategic content lineup for 2025.
Li highlighted that, according to Google search trends, global demand and interest in Chinese dramas have been on the rise since 2018.
In fact, Chinese dramas have frequently surpassed K-dramas in popularity, demonstrating their growing international appeal. As one of the largest global platforms for Chinese content, iQIYI delivered over 600 premium titles in 2024, equivalent to 7,700 hours of uninterrupted high-quality entertainment.
Additionally, iQIYI has been actively collaborating with top production houses in Thailand, Malaysia, and other regions, leveraging local expertise and cultural richness to launch over 60 new local titles in 2025.
Global Expansion of Thai Content
iQIYI also announced an enhanced global promotion plan for Thai content. Parnsuk "Poppy" Tongrob, Co-Managing Director of iQIYI Thailand, emphasized the cultural diversity of Thai entertainment. With increased investment and a platform that spans 190 countries and supports 12 languages, iQIYI aims to establish Thailand as a global entertainment hub.
Upcoming original Thai series such as GELBOYS, Petrichor, and Sweet Tooth, Good Dentist exemplify this vision, blending top-tier production with innovative storytelling to captivate a worldwide audience.
Elevating Malaysian Originals
In Malaysia, iQIYI is committed to elevating local production standards to reshape the country’s entertainment landscape.
Zebedee De Costa, Head of Original Content at iQIYI Malaysia, highlighted the success of Rampas Cintaku 2, which achieved over 100 million global views in 2024.
He noted that this success demonstrates the potential to bridge the gap between traditional production and the high expectations of streaming audiences with the right budget and partnerships.
By collaborating with leading production companies like Skop Productions and reimagining popular genres such as family dramas and romantic thrillers, iQIYI aims for dual success in both local and international markets.
Star Appearances and Exclusive Previews
A surprise appearance by renowned actor Zhang Linghe at th event delighted attendees.
Zhang introduced his upcoming iQIYI original series, The Best Thing, and shared insights into his role as “He Suye,” a character rich with dramatic tension. He expressed hope that this complex portrayal would ignite curiosity and excitement among global audiences, who can look forward to the series’ release soon.
Launching the Asia Music Voyage Music Project
That evening, iQIYI unveiled a groundbreaking music project, Asia Music Voyage.
Spearheaded by legendary composer Kubert Leung (known for iconic works with Eason Chan and Faye Wong), alongside directors Wei Lu (Street Dance of China) and Lei Jin (The Voice of China), the project will feature acclaimed singer Jane Zhang as lead mentor.
The competition will take place on a cruise journey spanning Shanghai, Okinawa, Penang, Singapore, Bangkok, Hong Kong, and culminating in a grand finale in Macau.
This innovative music programme aims to showcase the brightest Gen Z talent across Asia, creating a dynamic platform for cultural exchange and reinvigorating the regional music scene.
Looking Ahead
In 2025, iQIYI will continue to focus on high-quality original content and expand its global footprint, solidifying its position as a leader in Asian entertainment.
For the record, iQIYI is a Chinese subscription video on-demand over-the-top streaming service owned by Baidu. Headquartered in Beijing, iQIYI primarily produces and distributes films and television series.
iQIYI is also currently one of the largest online video sites in the world, with nearly 6 billion hours spent on its service each month and over 500 million monthly active users. On March 29, 2018, the company issued its initial public offering in the United States and raised US$2.25 billion.
