Are Thailand’s gay TV dramas the next K-pop?

THE “2gether cafe”, a pop-up restaurant on the second floor of the Tower Records Shibuya building in Tokyo, is a hub for a new Asian craze. Visitors, all women, swoon over wall-to-wall pictures of Bright Vachirawit and Win Metawin, stars of “2gether: The Series”, a Thai TV drama about two students who fall in love. The actors, both men, are depicted exchanging flirtatious glances and hugging. Airy Thai pop music plays in the background. “I didn’t know Thailand had such handsome men,” says Kobayashi Maki. An ardent fan of the TV series, she is studying Thai because of it.

Thai soap operas about gay romance, generically known as “Boys’ Love” (BL) or sometimes “Y series”, are stealing hearts across Asia. Though the first shows appeared in 2014, the genre, including over a hundred series to date, took off outside Thailand during covid-19 lockdowns, thanks in part to many being available on YouTube. In Japan, a key market, the hashtag Thai numa or “Thai swamp”—a reference to the shows’ addictiveness—is popular on social media. Thailand promotes BL content at international trade shows. In June 2021 the industry secured 360m baht ($10.4m) in foreign investment.