BL Drama: The Thai Entertainment Industry as a Source of Soft Power

Abstract

Boys Love, a subcategory originated in Japan in the 1970’s has swept the Thai entertainment industry. BL dramas has put Thailand on the map with an international recognition and appreciation through the portrayal of the country’s gender fluidity narrative and addressing relatable social question of the current generation. Observations can be made on the possibility of Thailand to use this newly found niche market as a source of soft power. Looking at the country’s other Asian neighbors as case study allows for a clear pattern to be observed through the use of the entertainment industry as a mean for cultural export, simultaneously establishing a sphere of influence that can be leverage on the diplomatic stage. This paper leverage the case study of South Korea and Japan as prime example of soft power through their respective entertainment industry. From the origin of the Boys Love and its success in Thailand to analysis of similar case studies in Japan and South Korea, this paper seeks to understand the feasibility of the BL genre becoming an asset positioning Thailand as a key player in the diplomatic arena both within Asia and the international community. The BL industry in Thailand has a significant potential of propelling the country on the international stage as a significant regional power. Yet, there are some major setbacks to be addressed for that concretization of this phenomenon.