Cultural Charisma - The Thai Entertainment Phenomenon in ASEAN and Beyond
Thai entertainment has gained widespread recognition in the global industry. Explore the increasing popularity of Thai dramas and movies, uncovering the factors behind their success in ASEAN and East Asia.
At a glance
Country
Thailand
Type of Business
Entertainment and Media (E&M)
Target Countries
ASEAN and East Asian Countries
Expected Revenue
US$ 16,774 million
(by 2025)
Abstract
Thai dramas and movies have evolved beyond traditional channels to captivate global audiences through modernized narratives, diverse genres, and digital platforms like Netflix and Line TV. BL series, emphasizing LGBTQ+ themes, and films blending universal appeal with Thai cultural elements have become prominent in ASEAN and East Asian markets. This case study examines how Thai entertainment leveraged its cultural proximity, fan engagement, and international collaborations to achieve widespread recognition, particularly during and after the COVID-19 pandemic
The case study also highlights the industry's challenges, including competition from other countries’ media, limited government support, and insufficient investment in production quality. It invites learners to discuss strategies for sustaining global growth and analyze Thai entertainment’s role as a cultural export.
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(1) Regarding Case Study Content: This case study is based mainly on secondary data and analysis of publicly available information unless otherwise stated, and is intended solely for educational purposes. Any opinions expressed by the author(s) are designed to facilitate learning discussion and do not serve to illustrate the effectiveness of the company. Additionally, banner images and logos used in the case study are intended for visualization in an educational setting and it is not used to represent or brand the company. For any dispute regarding the content and usage of images and logos, please contact the team.
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