Korea’s short-drama market is growing as mobile viewing rises, with series like Reply, Bok-hee! offering a softer alternative to the genre’s usual sensational plots. Short dramas are filmed vertically for smartphones, run one to three minutes per episode, and are designed for binge viewing. Veteran filmmaker Lee Joon-ik has joined the format with My Father’s Table, while domestic platforms and global services compete for viewers. Industry growth is being driven by lower production costs, rising short-form consumption, and expanding global revenue.
A scene from short-form drama series “Reply, Bok-hee!” / Courtesy of DramaBox
Set against the nostalgic backdrop of the 1980s Korean countryside, "Reply, Bok-hee!" centers on the warm yet chaotic bond between a rough-around-the-edges man who has never known family love and a young child, Bok-hee, who has never experienced it either.
As the two form an unconventional family, the series offers a softer alternative to the sensational storylines that have come to define short-form dramas.
The series is part of a rapidly expanding short-drama market in Korea. Unlike conventional television series and films, short dramas are typically shot vertically for smartphone viewing, with episodes running only one to three minutes. They are designed for mobile platforms rather than traditional television or cinema, encouraging viewers to watch episode after episode in quick succession.
