Thai pop culture may not be as widely-known as K-Pop or American culture, but it has an immense effect on both regional and global audiences. With its entertainment industry and advertising sectors making waves worldwide, Thailand’s pop culture has become a force to be reckoned with.
Thailand boasts an exciting media and entertainment sector that covers a range of topics from food to lifestyle and travel. This has allowed the country to build strong social capital as well as cultivate an influential micro-influencer market for brands.
Entertainment industry
Thailand boasts a vibrant entertainment industry, both domestic and foreign. The country offers an array of cultural products from luk thung (Thai teen pop) to lakhon (TV drama).
Recently, Thai entertainment has seen a boom as the Kingdom’s economy improves and tourism grows in popularity. The Thai film industry has also expanded significantly. Many international production companies have chosen to shoot here due to its well-developed infrastructure and experienced local filmmaking houses.
The film industry is the second-largest industry in Morocco, after tourism. Last year it contributed $2.2 billion to the economy. Furthermore, it creates jobs and helps promote tourist attractions and culture.
Filmmakers and production studios in Thailand face a number of obstacles, such as the complex regulations. To assist foreign filmmakers with these processes, the Thai Film Office and local coordinators offer assistance.
Despite these obstacles, working in Thailand can be a rewarding experience for both Thai and foreign film directors. Indeed, several films directed by Thai directors have achieved remarkable success internationally in terms of revenue and awards.
Censors in Thailand often take a firm stance against violent acts and other content deemed unsuitable for broadcast. Images such as nudity, sex, smoking and alcohol are usually cropped or pixelized on VCDs and DVDs produced there.
Though Thailand’s film industry has earned a reputation for creating quality films, it remains relatively young compared to other Asian nations such as Japan or Korea. While some Thai films have achieved international success, many do not.
For instance, the Thai movie Boys Love has caused quite a stir on social media. Despite being popular among Thais, the film caused outrage in China and Hong Kong where fans and detractors alike are exchanging insults online.
Furthermore, the recent controversy over Boys Love has spurred Thai and Chinese users to form the “Milk Tea Alliance,” a digital coalition known as the “Milk Tea Alliance.” This is an excellent opportunity for fans of both shows to come together in a positive way.
Music industry
Thai pop culture is a major element of Thailand’s entertainment industry, encompassing music, film, television and advertising. The music scene boasts an array of genres from traditional Thai music to Western rock.
Thailand’s music has a rich heritage that has had an immense impact on other Southeast Asian nations. Its classical style of music, particularly popular within the royal courts, continues to be enjoyed by millions today.
Thai songs tend to draw inspiration from traditional folk music, which varies depending on region. They’re typically played on locally created instruments and typically associated with rural areas and their inhabitants; however, some urban dwellers may also hear this type of music.
There are various regional variations of this genre of music, often featuring the khaen (bamboo instrument). The most well-known form is mor lam and it’s usually performed by singers accompanied by either the khaen or charang–a drum made out of wood blocks used to play rhythmic vocals.
Thai music also includes luk thung, which was originally a protest song that gained popularity during the pro-democracy movement of the 1970s.
Luk thung has been a mainstay of Thai music since the 1990s, and its connection to Thailand’s cultural heritage continues to make it immensely popular today.
In recent years, Thailand’s music scene has undergone significant transformations due to globalisation and technology. At this time, Thai artists became more focused on self-promotion and promotion of their works.
This is beneficial, as it has enabled the music scene to become more creative and diverse. Furthermore, it has enabled the industry to expand into new markets.
One major development in Thailand’s music scene is that more local artists are producing their own records. This has created a more authentic Thai sound and allowed the industry to progress.
K-Pop’s success has also encouraged Thai musicians to experiment with new styles and visual aesthetics. These trends have propelled the country’s music scene forward, and it is expected that Thai music will remain a significant element of media in the coming years.
Advertisement industry
The advertisement industry in Thailand is an integral component of economic activity. It helps companies increase awareness and sell products more effectively – particularly through e-commerce, which has seen a meteoric rise in recent years.
Thailand’s advertising industry is an economic powerhouse and one of the most creative and diverse in Asia. Its commercials have become iconic worldwide, entertaining audiences while generating profits.
Ad agencies in Japan strive for excellence when it comes to creativity and production, emphasizing emotion as the driving force behind their campaigns. They employ humor and high production values in order to engage viewers, which in turn helps a product gain more traction.
Thai advertisements often take an eccentric, off-kilter approach that works well to capture attention. This attitude fits seamlessly with Thailand’s culture and religion which emphasize humility, compassion, and freedom of expression.
Advertisers face a constant challenge of creating messages that appeal to their clients and consumers while adhering to cultural norms of the nation. Furthermore, they must abide by industry rules as well as legal business practices that regulate them.
Thailand’s consumers are not brand loyalists like other countries, and they value their freedom of choice. This makes them ideal targets for advertising agencies who can use humor, culture, tragedy and other emotional cues to engage their attention and boost sales of a particular product.
Television remains the most sought-after medium for advertising exposure in Thailand. Unfortunately, the rapid expansion of digital media has resulted in the closure of many newspaper and magazine publications, decreasing their importance when it comes to attracting ad spend.
Another issue is the fact that many rural communities in this country lack internet access, making it challenging for advertisers to reach their desired audience. To combat this challenge, many businesses are turning their focus toward online advertising where they can more accurately target their consumers.
According to Daorai of Leo Burnett Thailand, advertising agencies in Thailand must adapt their processes in order to stay ahead. They need to move away from the factory production line model and embrace design thinking instead. Doing this will enable them to develop more imaginative ads and campaigns.
Film industry
Thai cinema is an integral component of Thailand’s entertainment sector and plays a significant role in shaping its cultural identity. From action films to horror flicks, Thai films have made waves around the world.
Thailand is a sought-after destination for media productions from around the world, hosting 779 separate overseas shoots last year – an increase of 7.6% on 2015. In addition to feature film production, Thailand boasts an experienced and cost-effective film production service sector which offers services tailored to any type of movie project. These professionals are renowned for their professionalism and efficiency in providing these services.
Thai animation has been an important industry for the country since it began producing short animated films after World War II. In 1979, The Adventure of Sudsakorn marked the first Thai animated feature film and recently saw projects such as Zootopia and Frozen being produced within Thailand.
Thai film industry is known for its historical battle epics. Suriyothai, released in 2003, is one such example – an action-packed account of Thailand’s history from the end of Mongol invasion until early 20th century. Other epics include Bang Rajan (King Naresuan) in 2007 and Sema: Warrior of Ayutthaya in 2009.
The film industry is an effective medium for communicating content and ideas to a broad audience. However, many experts gathered at Unesco Bangkok recently agreed that for this sector to thrive, clear regulations must be put in place as well as skilled workers are necessary.
Though the film industry is full of talent, systemic barriers make it difficult for newcomers to break in. Wisit Sasanatieng, a film director, believes that government needs to reevaluate their policy regarding filmmaking.
He stressed the government must offer incentives to attract private investment and support the film industry, but these must be well-thought out and consistent. He suggested tailoring incentives according to each film type – commercial or artistic.
Though the Thai film industry has been struggling for some time, it recently experienced a resurgence. The government is encouraging local filmmakers to produce more Thai-language films and foreign films are starting to break into the country’s market.