Media as Cultural Export: Thailand’s Soft Power in China

Abstract

This article examines the role of Thailand’s media and entertainment industry in promoting soft power in China over the past decade. It focuses on analyzing the success of various forms of Thai media—including films, Boys’ Love (BL) series, music, artists, and literature—that have generated widespread popularity among Chinese audiences through digital distribution platforms, particularly online streaming services. The article also explores key factors contributing to the appeal of Thai soft power in China, such as the novelty of Thai culture, its ability to fill content gaps due to media censorship in China, the high quality of Thai media production and storytelling, low access and licensing costs, and the proactive role of Chinese fan communities in amplifying Thai content online. Moreover, the study analyzes the resulting economic and cultural impacts, including revenues from licensing, the growth of tourism, and the transformation of Thailand’s image among the younger generation in China.

Nevertheless, the article argues that Thailand should seize this opportunity to develop a strategic soft power policy by systematically integrating state agencies and the media industry. This would enhance Thailand’s cultural presence on the international stage and ensure the long-term sustainability of its cultural influence.