Exporting steamy soft power

Thai boys' love and girls' love content reaches a global audience, writes Kuakul Mornkum

- Kuakul Mornkum

Customers chat inside Tokyo No. 1 Sabo cafe in Japan, a tiny Thai-themed cafe that is a hotspot for fans of the TV show 'Boys' Love'. AFP

(AFP)

Thailand has established itself as a leading exporter of boys' love (BL) and girls' love (GL) content, which is expanding to reach new audiences across the globe, including Asia, Latin America and Africa.

Tuksaya Teeyanardtanancha, secretary-general of the Thai Association of Boys Love Content, told the Bangkok Post Thai BL and GL content is increasingly capturing international viewers from North America, South America and Europe, as well as tapping new markets such as Australia and Africa.

Global viewers can access Thai BL and GL content through various streaming platforms such as WeTV, iQIYI and Viu, along with local platforms in some markets.

"Thailand has become one of the top exporters of BL and GL content," she said.

The local industry is unique in terms of its high level of production and talent management, said Mrs Tuksaya.

The Latin American market has emerged as one of the biggest fanbases for Thai BL and GL, with the association recording expansion in various countries in that region.

Chalermchatri Yukol, former chairman of the National Soft Power Development Subcommittee for film, documentaries, animation and TV series, said Thai BL and GL content has gained popularity not only in Asia and Europe, but also expanded to Latin America.

He said viewing habits in Latin American and Mediterranean countries such as Spain and Italy closely resemble those of Thai audiences. This similarity in lifestyle and cultural values may be a contributing factor, said Mr Chalermchatri.

Moreover, soap operas remain a favourite for audiences in these regions, along with a rising interest in Asian content, particularly in romantic series, he said.

In Thailand, the production of BL and GL content is growing.