Thailand has long used its cultural assets to carve out a unique position in the world’s soft power landscape. In recent years, one of the most important cultural exports has been its film and television industry, especially in the field of LGBTQ+ content. The success of the “Boy Love” (BL) series during the COVID-19 pandemic opened the door for a new wave of content focused on LGBTQ+ issues. Now, the “Girl Love” (GL) series is emerging as a potential soft power in Thailand, offering unique opportunities for economic gain, cultural influence, and good image display.
The increase in production of the GL series is not just the presence of materials but a strategy to expand the success achieved by BL content. In the beginning, same-sex female couples were often regular characters in mainstream or BL dramas, rarely enjoying the limelight. This began to change with the release of “GAP The Series” in 2022, marking an important period for GL content in Thailand. The success of the show showed a great desire for the sapphic narrative (focus on girls x girls), which made both private companies, from small businesses, such as Idol Factory, Snap25 to more established entertainment houses, such as GMMTV, and national television channels such as CH3. , investing in the production of the GL series. Notably, public-private partnerships in the GL series were recorded between the Ministry of Commerce and the Idol Factory Company to produce a GL series with a history-based theme, “The Loyal Pin”.
All in all, the 2023-2024 season saw a boom in Thai GL series with plenty depicting various aspects of Thai society—from high school lovebirds (“23.5”) to adult shows (“Our Secret”). Despite the large investment channel in this genre, the production process of this series works surprisingly well, often quickly moving from the adaptation of a novel to a short web series, which then gains momentum on streaming platforms, such as YouTube and Netflix. This model not only ensures a stable content flow but also expands the reach of the Thai GL series, making it easily accessible to an international audience.
The economic potential of the GL series can be significant, especially considering the wider impact of the “Y Economy” (meaning the economic benefits derived from the BL series). BL content has already demonstrated its potential to generate significant income in Thailand’s creative industries, and the GL series is poised to follow the same path of creating partnerships in Thailand’s cultural industries.
Of all the current markets, China comes out as the most promising for Thai GL 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, which the Thai GL series is well-positioned to meet. As the T-Wave led by Thai GL content is booming, it has the potential to make a significant cultural impact in China, similar to the early success of K-Wave in the Chinese market where the word “Hallyu” was coined, and can promote Thai film exports to the top. At the same time, the booming e-commerce scene in China also increases the chances of Thai GL stars to enter the market and return with purple money. Some Thai GL couple scenes, such as Freen-Becky, Milk-Love, and Ling-Orm, have been featured in Chinese photo magazines and live broadcasts on Chinese e-platforms.
For years, Thailand has cultivated a reputation as a welcoming place for the LGBTQ+ community, both within its borders and abroad. This type of nation is important in its tourism sector, with campaigns specifically attracting LGBTQ+ travelers. From outside perspectives, Thai society is often viewed as open-minded compared to other countries in the region, and this perception has been carefully nurtured through a combination of policy, culture, and the media. The expansion of the GL series in Thailand reinforces this image, sending a strong message that the country not only accepts gender diversity but is also willing to celebrate and encourage it.
Thailand’s recent advances in LGBTQ+ rights, particularly the historic legalization of same-sex marriage, have positioned it as a leader in Southeast Asia on this issue. This legislative progress is not only a domestic success but a strong signal to the international community about Thailand’s commitment to human rights. In this context, the GL series serves as a cultural expression of these legal developments, translating policy into relevant issues that affect Thai citizens and a global audience.
Despite a thriving LGBTQ+ community, Thailand remains a society dominated by authoritarian cultural thinking and oppressive modernity. The increased visibility of LGBTQ+ content being promoted as a tool of statecraft may cause a domestic backlash. Acceptance of LGBTQ+ rights also varies around the world which prevents Thai GL series from airing in those respective countries. This is where nationalism becomes important for both Thais and internationals. The Thai government and cultural institutions can work together to make the GL series not as controversial or subversive, but as part of a broader, internationally recognized campaign towards human rights and equality. Done right, this connection between media content and legal frameworks is a critical aspect of how soft power works. By producing and exporting the GL series, Thailand is successfully demonstrating the tangible results of its LGBTQ+ policies and strengthening Thai global appeals by making LGBTQ+ rights an integral part of the human rights narrative.
Building on the success of BL content, the GL series is emerging as a strong asset, especially in key Asian markets. The series aligns with Thailand’s strategic efforts to promote its national brand on LGBTQ+ rights, serving as both entertainment and an expression of the country’s progressive values—powerful tools in its public relations toolkit.
Further Studies in E-International Relations
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