The Impact of K-Pop on Thai Popular Music: A Study of Cross-Cultural Communication & Influence

Abstract

This study examines K-Pop's influence on Thai popular music, focusing on cross-cultural communication and its impact on the Thai music industry. Using a mixed-methods approach including content analysis, interviews with industry professionals, and a consumer survey, this study investigate changes in musical style, production, marketing, and audience reception. The findings reveal significant K-Pop-influenced shifts in Thai pop music, encompassing musical composition, visual aesthetics, artist development, and fan engagement. The study argues this phenomenon represents a complex interplay of cultural adaptation and localization rather than mere imitation, reflecting broader cultural globalization trends. The study provides insights into the negotiation between global influences and local cultural contexts in the music industry, contributing to understanding cross-cultural communication and cultural flows in Southeast Asia. Our research highlights the need for a nuanced approach to studying cultural influence in an interconnected global media landscape.