Thailand has long used its cultural assets to carve out a unique space in the global soft power arena. One of the most important cultural exports in recent years has been the film and television industry, particularly in the area of LGBTQ+ content. The success of the Boy Love (BL) series during the COVID-19 pandemic has opened the door for a new wave of content centered around LGBTQ+ narratives. Now, the GL series is emerging as a potential rising star in Thailand’s soft power canon, offering unique opportunities for financial gain, cultural influence and positive image building.
The surge in GL series production is not a coincidence, but a strategic extension of the success of BL content. Initially, same-sex female couples tended to be marginal characters in mainstream or BL dramas and received little attention. This is starting to change with the release of “GAP The Series” in 2022, marking a critical moment for GL content in Thailand. The show’s success demonstrated a strong interest in lesbian narratives (with a girl x girl focus), prompting private companies (from small businesses such as Idol Factory and Snap25 to more established entertainment companies such as GMMTV) as well as national television channels such as CH3, Invest in the production of GL series. It is worth noting that there are signs of public-private cooperation in the GL series between the Ministry of Commerce and the Idol Factory Company, and they jointly produced the historically themed GL series, the “Loyalty Badge.”
Overall, there has been a surge in the number of Thai GL series during 2023-2024, showcasing various social aspects of Thai society – from high school sweethearts (“23.5”) to mature plots (“Secret of Us”). In addition to the huge investment in the genre, the production process of these series is also very efficient, often quickly moving from novel adaptations to short-form web series, and then gaining attention on streaming platforms such as YouTube and Netflix. This model not only ensures a stable flow of content, but also expands the reach of Thailand’s GL series, making them easily accessible to international audiences.
The economic potential of the GL series could be huge, especially when considering the wider impact of the “Y economy” (meaning economic benefits from BL types). BL content has proven its ability to generate significant revenue within Thailand’s creative industry, and the GL series is poised to follow a similar trajectory, creating synergies for Thailand’s cultural industry.
Among all current markets, China has become the most promising market for Thailand’s GL series exports. The Chinese government’s restrictions on LGBTQ+ representation and the de facto ban on Korean cultural content between 2017 and 2023 have created a demand for foreign content, and the Thai GL series is well-positioned to meet this demand. As T-Wave gains momentum, led by Thailand’s GL content, it has the potential to have a major cultural impact in China, similar to K-Wave’s early success in the Chinese market, where the term “Korean Wave” was coined. Pushing Thai film exports to new heights. Meanwhile, China’s booming e-commerce scene further increases the chances of Thai GL stars entering the market and taking home some cash. The cases of Thai GL couples such as Freen-Becky, Milk-Love, and Ling-Orm have appeared in Chinese magazine shoots and live broadcasts on Chinese electronic platforms.
Over the years, Thailand has earned a reputation as a welcoming destination for LGBTQ+ people at home and abroad. The country’s brand is vital to its tourism industry, with events dedicated to attracting LGBTQ+ travelers. From an outside perspective, Thai society is often perceived as relatively open compared to other countries in the region, and this perception is carefully cultivated through policy, culture and media. The rise of the GL series in Thailand reinforces this image, sending a strong message that the country not only accepts diverse sexual orientations but is willing to celebrate and promote them.
Thailand’s recent progress on LGBTQ+ rights, particularly its historic legalization of same-sex marriage, has made it a leader in Southeast Asia on this issue. This legislative progress is not only a domestic achievement, but also sends a strong signal to the international community about Thailand’s commitment to human rights. Against this backdrop, the GL series serves as a cultural expression of these legal advances, translating policy into relevant stories that resonate with Thai citizens and global audiences.
Despite promoting LGBTQ+ friendly brands, Thailand remains a society historically governed by authoritarian cultural thinking and a repressive modern state. The increased visibility of LGBTQ+ content promoted as a tool of statecraft could trigger a domestic backlash. Global acceptance of LGBTQ+ rights also varies, which has hindered the Thai GL series from airing in these conservative countries. This is where diplomatic engagement becomes critical for Thailand and the international public. The Thai government and cultural institutions can work together to make the GL series no longer controversial or subversive, but part of a broader, globally recognized push for human rights and equality. Done well, the link between media content and legislative frameworks will be a key aspect of soft power operations. By producing and exporting the GL Series, Thailand is effectively demonstrating the tangible results of its pro-LGBTQ+ policies and enhancing Thailand’s global appeal by making LGBTQ+ rights an integral part of its pro-human rights narrative.
Riding on the success of BL content, the GL series is becoming a strong asset, especially in key Asian markets. These series are in line with Thailand’s strategic efforts to enhance the country’s brand through LGBTQ+ rights, both as entertainment and as a reflection of the country’s progressive values, and are powerful tools in its public diplomacy toolbox.
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