COL appoints new SEA GM to drive global microdrama hub launch

Chinese media group COL has appointed Timothy Oh (pictured) as general manager for Southeast Asia and head of its international press center, coinciding with the launch of what it claims is the world’s largest distribution hub for microdramas.

Oh will oversee COL’s Southeast Asia operations and global press outreach, bringing more than 17 years of experience across marketing, business strategy, and commercial leadership. He previously served as global director of growth and marketing, general manager of Microgaming in Taiwan, where he led a 50-member team and delivered regional growth.

He built his reputation in the entertainment industry as a celebrity publicist at FLY Entertainment, working with international names such as Girls’ Generation, Super Junior, and Henry Golding.

Don't miss: China's micro-drama industry booms: How brands can script their own success

At Sony Pictures Television Networks Asia, he led award-winning campaigns for "Running man" and "Death note", before expanding into app marketing, gaming, and content distribution. Most recently, he was APAC regional director at LiveScore Group, where he was tasked with driving growth for sports media brands in the region.

According to his LinkedIn, Oh has also built and led B2B and B2C go-to-market strategies, managing global partnerships with top advertising brands. His focus has included market localisation, customer experience, and turning millions of users into loyal, high-value fans.

COL’s new distribution arm will offer more than 1,000 microdrama titles in English and Chinese to broadcasters, streamers, telcos, and digital platforms globally, tapping into the growing demand for short-form serialized storytelling.

The company’s IP portfolio also includes "The legend of hei 2", produced by animation studio Hanmu Chunhua (HMCH), in which COL acquired a majority stake in 2023. Beyond distribution, COL said it is investing in AI-powered production workflows, including AI-generated anime series, aimed at cutting production timelines and scaling content globally.

With Oh at the helm in Southeast Asia, these initiatives will be tailored to regional audiences while supporting COL’s broader growth strategy.

“It’s an incredibly exciting time. Microdramas are booming globally, and in Southeast Asia, the wave is just beginning. COL is already the leader in this space, and with our unmatched combination of IP ownership, platform operations, and global distribution, we have the opportunity to shape what entertainment will look like for the next generation," said Oh. 

He added, "This role brings together my entire career, from my roots in production and marketing to my experience in app marketing, gaming, and people management, and allows me to apply it in a way that can drive both regional creativity and global impact."

"I’m looking forward to leading the rollout of our distribution arm, expanding our IP portfolio, and accelerating AI-powered production in Southeast Asia so that stories from our region can truly resonate worldwide," said Oh.

The appointment comes as microdramas continue to gain traction among global audiences, a trend that brands are also tapping into for their marketing campaigns.

Most recently, Kiehl’s Malaysia launched a microdrama series on TikTok titled "Cahaya Raya" (“Raya’s light”). The series highlights Hari Raya as a time of forgiveness, joy and love, and for creating cherished memories with family and friends. It follows Raya, a “nepo baby” who discovers self-worth and the ability to love herself after a painful breakup and an unexpected encounter with a former schoolmate.

Separately, Beiersdorf Malaysia also experimented with micro-dramas through two festive campaigns: “NIVEA shed the old, start anew” for Chinese New Year (CNY) and “NIVEA antara cinta & cemburu” (‘Between love and jealousy’) for Raya. Beiersdorf ensured its content strategy was multi-pronged, incorporating storytelling, ecommerce integration, and key opinion leader (KOL) amplification, for both virality and amplification.

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