TrueID has rolled out a major strategic transformation, evolving from a digital entertainment and lifestyle content platform into a digital hub built on three pillars -- content, community and commerce -- designed to create value for audiences, creators, brands and partners alike.
True Corporation's platform debuted Tatang by TrueID, a new vertical drama mini-app, in partnership with DramaBox, the world's leading vertical drama platform.
The tie-up brings globally popular series with Thai subtitles and dubbing to local audiences, while expanding opportunities for Thai creators through True and Charoen Pokphand (CP) Group.
According to Sensor Tower and the True and DTAC database, Thailand ranks No.1 in Southeast Asia in terms of vertical drama industry revenue, reflecting the country's strong consumer demand and monetisation potential for short-form premium content.
Wintharadis Kolasthasenee, managing director of TrueID, said its mini-app strategy brings content, services and rewards to the digital platforms consumers already use everyday across True and CP businesses, while opening the TrueID platform to future strategic partners.
According to an Omdia report on the emerging micro-drama trend in Asia released in June 2025, China's vertical drama market reached a major milestone in 2025, generating US$8.8 billion in annual revenue, overtaking the country's box office industry while attracting more than 700 million monthly active users. This highlights consumers' accelerating shift towards mobile-first, bite-sized entertainment.
This year Southeast Asia is expected to become the next strategic growth engine for the global short-form drama industry, supported by a user base exceeding 300 million monthly active users, 40 minutes of average daily viewing time, and the region's contribution of 32% to global market expansion.
Mr Wintharadis said Tatang is available via tatang.trueid.net, the TrueID app, TrueMoney app, and True app, with plans to expand to additional partner platforms in the future.
"Today's consumers seamlessly move between content, payments, rewards and everyday digital services," he said.
"TrueID is evolving beyond a content platform into a hub that connects content, commerce and community into one integrated system where entertainment creates engagement, value and business opportunities."
Omdia's forecasts the global micro-drama market is expected to reach $14 billion this year, and Thailand ranks among the top three markets in Southeast Asia and the top 10 globally for vertical drama app downloads.
Patsakorn Laohrenu, director of strategy and business development at CP Group, said the partnership with DramaBox goes far beyond content distribution.
"We aim to develop Thai original productions, localise globally successful stories for Thai audiences, and explore co-production opportunities that empower Thai writers, directors, actors, studios and creators," Ms Patsakorn said.
Ruiqing Chen, chairman of DramaBox, said the firm looks forward to building a long-term partnership with True and CP Group to grow the short-form drama market.
