COL Group Targets Brand Investment in New Vertical Drama Model

COL Group, the parent company of FlareFlow, introduced a new operating model called Story Engine on Wednesday in Singapore. The framework allows brands to act as development partners, executive producers, or financiers for vertical drama content. This approach enables companies to hold a financial stake in the intellectual property rather than limiting their involvement to product placement or sponsorship.

The announcement coincided with the release of the 2027 slate, which features adaptations of Korean webtoons and web novels developed with CJ Group. The lineup includes three original titles created by COL Group and V47 Entertainment. The companies also confirmed that three existing series will continue as part of the strategy. These titles are "Oops, I Married My Bestie's Brother!," "My Sweetheart's a Gangster," and "From Janitor to Mrs. Billionaire." The firms plan to extend these franchises through wider distribution and commercial tie-ups, though specific formats for the follow-ups were not detailed.

The 2027 schedule centers on several Korean adaptations. "Idol Once Again" is a fantasy narrative about a former idol who travels back in time. "Genius Doctor Lee Mu-jin" adapts a webtoon about a street fighter trained by the ghost of a physician. "The Exclusive Secretary" follows a corporate heir and his secretary during a battle for family succession. The original titles include "The Vanishing Act," a mystery about a magician who disappears on air, and "Fortune Chasers," which blends scripted reality with thriller elements. A third original, "1% Better," is a sports and fitness reality format featuring unlikely rivals.

FlareFlow currently has 52 million registered users and offers approximately 7,000 short-drama titles in more than 200 countries and regions. The platform ranked first among all rights holders in TikTok's short-drama revenue-share rankings for the first quarter of 2026. This financial performance underpins the push to integrate brands more deeply into the production process.

The event, titled Inside Microdramas, was described by organizers as a unique upfront. Timothy Oh, chief marketing officer of FlareFlow and general manager of COL Group International, stated that there is a real opportunity for brands to become part of the entertainment audiences choose to watch. He noted that the goal is for brands to move beyond traditional advertising.

V47 Entertainment is a joint venture between Virtue Asia and Goldfinch International, the expansion vehicle for the U.K.-based Goldfinch Group targeting MENA, Asia, and Africa. David Webster, chair of V47 Entertainment, said that involving brands in financing can help original ideas reach audiences and build franchises over time. He added that the story must always come first.

Lesley John, CEO of Virtue Asia, explained that brands can no longer rely on interrupting culture to get noticed. She said the goal is creative integration that feels native to the story. Virtue Asia serves clients including Disney, Google, Spotify, Toyota, Diageo, and Shiseido. The new model combines V47's production capabilities, Virtue Asia's cultural strategy, and COL Group's distribution network.