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Production companies Viral Nation and Media Trifecta are collaborating to create an unscripted competition series centered on the “Rags 2 Richmond” franchise, which originated as a viral microdrama before expanding into feature film territory. The new series will showcase Asian male pageantry through a competitive format where participants demonstrate their abilities in performance, styling, talent and presentation. Contestants will undergo transformations leading up to a live pageant finale that determines the winner.
The franchise emerged from the personal experiences of creators Jonathan Wong, Justina Shih and Simon Yin, who drew inspiration from their involvement in Asian beauty pageants across North America and Asia. Richmond, British Columbia, which has produced approximately 40% of winners in this circuit, inspired the franchise’s name. The vertical series garnered over nine million Instagram views during its initial month and achieved distribution through multiple platforms including Viddsee, with additional support from brand partnerships.
The property has already evolved significantly since its online debut, progressing to a feature film that premiered this year with Wong leading the cast alongside established actors including Eric Tsang and Nancy Sit. The competition series will be presented to potential buyers at the Access Canada Summit, which coincides with the Toronto Film Festival’s inaugural marketplace. According to creative leads at both companies, the franchise represents a new model for entertainment development, where creator-driven stories build dedicated audiences before expanding across multiple formats and mediums.
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Originally reported by Variety →
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