BL Works Originating in Japan, Thriving in Thailand
Japanese Stories Combined with K-Pop Business Model
The next 'Asian culture' to follow the Hong Kong noir films, Japanese manga and animation, and the K-pop craze could be Thai gay dramas. The British weekly magazine, The Economist, recently focused on the 'Thai BL (Boys' Love) craze' sweeping advanced countries such as Japan. In particular, Thai drama production companies are actively benchmarking the drama strategies that originated in Japan and the K-pop business model to target overseas markets.
Japan-Originated 'BL'... Thriving in Thailand
BL (Boy's Love) is a genre of content that deals with the love between two men. Although it appears similar to foreign 'queer films' that address homosexuality, it has a distinctive characteristic of retaining strong Japanese-style genre conventions since it originated in Japan. Generally, BL is set in all-boys schools where female characters rarely appear, and the protagonists are often naive students.
According to The Economist, recently Thai BL content has rapidly expanded its influence in advanced countries such as Japan. In Japan, a new term 'Tai Numa' (Thai swamp), meaning 'addicted to Thailand,' is also trending. Thai BL has even influenced government tourism policies. In 2016, the Tourism Authority of Thailand set up a 'Thai BL booth' at the Osaka International Trade Fair in Japan to promote Thai content.
Foreign investment capital poured into Thai dramas has reached 360 million baht (10.4 million USD, approximately 13.7 billion KRW). The Japanese public broadcaster NHK reported that "Thailand is trying to revitalize its tourism industry through BL dramas."
Beyond Japan to English-Speaking Countries... "Light Content and Humor Are Strengths"
According to the media, Thailand was once one of the importers of Japanese BL content. However, as a new generation of content creators who grew up watching BL began producing BL dramas domestically, now Japan, the 'BL origin country,' is re-importing Thai cultural products.
The 'Thai craze' is not limited to Japan. The number of Thai BL fans is increasing not only in English-speaking countries but also in Europe. The popular website 'BLWatcher' updates information on Thai dramas released every year in real time. BLWatcher cites the strengths of Thai dramas as "handsome actors" and "light, enjoyable content with humor."
Actively Benchmarking the K-pop Business Model
Another characteristic of Thai BL content is its active benchmarking of successful strategies from existing Asian content. Thai BL dramas follow the storytelling techniques originally created by Japan's 'original BL' exactly.
However, for commercialization, they utilize the 'K-pop business model.' Domestic entertainment agencies maximize profits and enhance the brand value of idol groups by producing merchandise, engaging on social media (SNS), and organizing fan service events. Similarly, in Thailand, various events featuring popular drama leads are planned. Phuwin, a researcher at the East Asian Studies Institute of Thammasat University in Thailand, described Thai BL as a "melting pot mixing Japan and Korea."
One example is the BL drama '2gether series,' produced in Thailand in 2020 and continuing its global success, which has established themed pop-up restaurants and cafes in Shibuya, Tokyo's bustling district, for promotion. These venues replicate the actual locations featured in the drama.
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