Key Takeaways:
- Native, P&G Studios, and dentsu Entertainment are launching a social-first, short-form scripted series called "The Golden Pear Affair" in January 2026.
- The series is a "microsoap" that reimagines the classic soap opera for the vertical, mobile-first era, with 50 episodes that tell a complete, cinematic story.
- The series will premiere on leading social platforms and later expand to a proprietary app experience, featuring a thrilling adventure-romance storyline with themes of self-discovery, travel, and love.
- The project is part of dentsu’s commitment to innovation and next-generation storytelling platforms, with a focus on vertical video formats and the creator economy.
- The series is inspired by Native’s newest limited edition collection, Global Flavors, which features fragrances inspired by locations from around the globe.
Introduction to the Project
The world of entertainment is evolving, and the traditional soap opera format is getting a modern makeover. Native, a clean beauty and personal care brand, P&G Studios, a division of Procter & Gamble, and dentsu Entertainment, a division of dentsu, have announced the first brand co-produced feature-length "microsoap" in the US. The social-first, short-form scripted series, "The Golden Pear Affair," is produced by Pixie USA and reimagines the classic soap opera for the vertical, mobile-first era. With its fast-paced storytelling, cliff-hangers, and character arcs in bite-sized episodes, this microsoap is designed for today’s swipe-savvy audiences.
The Storyline and Production
The trailer for "The Golden Pear Affair" will premiere in January 2026, with the series launching shortly thereafter across leading social platforms, before expanding to a proprietary app experience. The series stars Nick Ritacco and Aloyna Real, two leading microdrama actors with significant fan bases, and explores themes of self-discovery, travel, adventure, love, and recognizing one’s own worth. The initial rollout will focus on North America and aligns with Native’s newest limited edition collection, Global Flavors, which features fragrances inspired by locations from around the globe. The collection is available on nativecos.com and Target, starting in late December 2025. The scents and Native’s commitment to clean formulas inspired the film’s overall plot line and key moments, taking viewers on a whirlwind romantic adventure.
The Partnership and Investment
Bringing together Native, P&G Studios, and Pixie USA, dentsu Entertainment shaped the project across creative and development to tell a story that brings to life Native’s charismatic brand personality and its clean and effective beauty products. Dentsu is not just participating in the microdrama space, but shaping its future, with Dentsu Ventures recently investing in innovators like Emole, a short drama app developer. This strategic investment complements dentsu Entertainment’s integrated approach to branded content and IP development, positioning dentsu as a leading player in the creator economy and vertical video formats. The project is the latest in dentsu Entertainment and P&G Studio’s ongoing partnership, having co-released numerous original content pieces, including the "Culture of Winning: Polynesian Football Pride" documentary and the Sports Emmy-nominated "The Cost of Winning" docu-series.
The Future of Entertainment
Microdramas, also known as vertical mini-series, have rapidly evolved into a global entertainment phenomenon, projected to generate $11B in global revenue in 2025, with the U.S. emerging as the largest market outside of China. This surge underscores the format’s scale, opportunity, and momentum. Dentsu is committed to innovation and next-generation storytelling platforms, with a focus on vertical video formats and the creator economy. The company’s investment in Emole and its partnership with Pixie USA demonstrate its dedication to shaping the future of entertainment. As the entertainment landscape continues to evolve, it will be exciting to see how dentsu and its partners push the boundaries of storytelling and engagement.
Quotes from the Partners
The partners involved in the project are excited about the launch of "The Golden Pear Affair" and the opportunities it presents. Anna Saalfeld, Head of P&G Studios, said, "At P&G Studios, we’re dedicated to enhancing how consumers engage with our brands. This microsoap showcases our commitment to innovation as we strive to delight consumers while fueling growth for Native." Chris Talbott, Native CEO, added, "We’re excited to bring Native into the world of entertainment with this ‘microsoap’ series inspired by our Global Flavors collection. Just like our scents take you on a journey around the world, without leaving your bathroom, this series follows characters on their own adventure of self-discovery and confidence." Geneva Wasserman, global EVP of Entertainment IP Strategy & Investment, dentsu, said, "Dentsu has always stood for innovation, finding new ways to reach audiences and connecting brands through fandom. Microdramas are taking the world by storm, and extending dentsu’s position in this rapidly growing format in partnership with the incredible teams at P&G and Pixie USA, is a natural fit."
About the Companies
Native is a personal care company that makes clean and effective products from naturally derived ingredients. P&G Studios develops and produces powerful stories and compelling narratives to foster relevant connections where P&G brands fit naturally. Dentsu Entertainment is the specialist entertainment division of dentsu, dedicated to developing, financing, producing, and marketing content that creates cultural connections. Pixie USA is a microdrama studio specializing in premium, brand-friendly vertical storytelling. The companies involved in the project are committed to innovation, quality, and entertainment, and are excited to bring "The Golden Pear Affair" to audiences around the world.