Why are non‑BL Thai dramas still not popular? Thai television dramas (known as lakorn) have a long domestic history, but it is Thailand’s Boys’ Love (BL) series that have become a global sensation in recent years. Unlike typical Thai soap operas, BL dramas – romances between male characters – have broken out internationally, especially after 2020. In fact, The Economist notes that nearly half of all Thai TV series produced today are either BL or the emerging “Girls’ Love” (GL) genre. This explosive growth reflects a sharp shift: BL shows on YouTube and streaming platforms routinely rack up millions of views worldwide, whereas many mainstream Thai dramas remain largely domestic. To understand why, we must examine historical trends, production and storytelling differences, marketing strategies, and international accessibility.
Evolution of Thai Dramas: From Lakorns to BL Hits
Thai TV dramas have traditionally been local hits. Classic lakorn (soap operas) – often romantic melodramas, folklore or thriller tales – have been popular in Thailand and neighboring countries for decades. For example, period lakorns like Love Destiny (2018) found regional fans, and movies like Love of Siam (2007) even surprised Thai audiences with queer themes. However, these non-BL dramas had limited global reach.
The Thai BL craze began only around 2014, with the landmark series Love Sick: The Series – the first Thai show featuring a teenage boy love story as the main plot mediaandsociety.org . After that, BL titles grew steadily: by 2019 over a dozen BL series aired each year mediaandsociety.org. The genre’s global breakthrough came during the pandemic: young audiences bored at home turned to Thai BL for light, escapist romance. TIME reports that series like 2gether: The Series (2020) became “instant hits,” reaching over 100 million views on Thailand’s LINE TV and finding fans even in conservative countriestime.com. In short, BL was riding a zeitgeist – fresh storytelling plus the global streaming boom. As one researcher notes, Thai BL is now seen as a kind of “soft power” export time.com, with producers and even the government recognizing its value.
Fan engagement
BL fans have embraced these shows online and offline. Virtually every new BL episode is posted with English (and often multilingual) subtitles, enabling millions of non-Thai viewers to watch immediately. Online communities sprang up: fans translate, tweet about scenes, share fan art, and organize watch parties. There are fan meets in Japan, Taiwan, the Philippines and beyond, and even BL-themed concerts. This level of fan engagement – intense shipping of characters, “khu-jin” (imagined couple) marketing, and events where actors perform as couples – has kept BL drama buzz roaring. For example, Thai GL series (the lesbian romance spinoff of BL) explicitly adopted the BL playbook: releasing uncut episodes on YouTube/Netflix with subtitles and hosting fan events where popular “ships” (pairs of actresses) interact with fans newsisout.com. All of these tactics have created a self-reinforcing cycle: accessible content → engaged fans → viral buzz → more content demand.
Why Mainstream Thai Dramas Struggle Internationally
In contrast, non-BL Thai dramas often miss these success factors. Several key differences stand out:
Production Style and Quality:
Many traditional Thai dramas are produced for domestic TV schedules. They often feature long runs, heavy melodrama or supernatural elements, and a style geared to local tastes. Until very recently, their production values (cinematography, set design, special effects) were modest compared to global streaming standards. By contrast, the recent Netflix-backed Thai thrillers (e.g. Master of the House) were shot in a cinematic style, with high-quality visuals and international storytelling techniques bangkokpost.com. (Indeed, Master of the House became the first Thai series to hit #1 on Netflix’s Global Top 10 Non-English list, in 63 countries bangkokpost.com.) Thai industry leaders now acknowledge the need to “jazz up production value” and adopt “cutting-edge skills” to compete internationallythethaiger.com. In practice, many mainstream lakorns still look and feel different from what global audiences expect from Netflix or K-drama – making them less shareable abroad.
Marketing and Distribution:
Thai BL producers treat their shows as global products. They release episodes on free platforms (YouTube, LINE TV) or international apps, often simultaneously. They actively use Instagram, Twitter, TikTok, and subtitled YouTube clips to reach fans. In contrast, many non-BL dramas are tied to local TV channels or pay-TV in Thailand, with little push for overseas release. Official English subtitles are often an afterthought or missing entirely. (In fact, Thai media has long been wary of putting English subs on DVDs out of piracy fears, slowing foreign access.) The result: non-BL series rarely trend on social media outside Thailand because foreign viewers simply can’t watch them easily.
Fan Engagement:
The heart of BL’s success is its fandom culture. BL fans – mostly young women and LGBTQ allies around the world – actively form online communities, create fan content, and even travel to fan conventions. BL actors often “play along” with their fanbase by doing public ”skinship” (affectionate gestures in public) and endorsing fandom. This fan-friendly approach amplifies visibility. Mainstream dramas lack this phenomenon. Their audiences are often older Thai viewers or families, who are less likely to create viral content or engage overseas. Non-BL stars seldom perform as “ships” or attend international fan events, so there’s little organic hype beyond Thai-speaking markets.
International Accessibility:
By design, BL and now GL shows are often released uncut with multilingual subtitles. For instance, the Thai GL hit Gap was aired domestically and then uploaded to YouTube uncut with English, Korean, Spanish and other subtitles, quickly amassing hundreds of millions of global views newsisout.com. BL shows similarly come with official English subs on YouTube or global streaming, making them immediate hits in countries from Vietnam to Brazil. non‑BL Thai dramas seldom follow suit. Many Thai lakorn go on domestic TV first, then perhaps on Thai Netflix or Viki months later, by which time the initial excitement has passed. The lack of timely subtitles and international streaming deals means that non-BL dramas rarely gain traction in fan-driven ecosystems like Twitter or Reddit.
Themes and Narrative Style:
BL dramas tend to focus on universal romance and empowerment in a positive light. Viewers worldwide appreciate that these shows often end happily and treat LGBTQ themes as normal and celebratory. Mainstream Thai shows, by contrast, span a wide range of genres – from supernatural horror to historical romance to family melodrama. Some of these genres are very culturally specific (e.g. Thai folklore ghosts or royal palace intrigue) or use heavy melodramatic conventions (love triangles, reincarnation, etc.) that may not resonate globally. Additionally, outside of romance, many Thai dramas explore class conflict, revenge plots or moral lessons that require cultural context. t, it’s harder for a random international viewer to “jump in” to a random lakorn without background. In fact, industry insiders note that “nuanced LGBTQ content” is seen as especially enticing overseas thethaiger.com, implying that other themes haven’t had the same “hook.”
In sum, BL and GL shows intentionally package themselves for global audiences – savvy marketing, easy access, relatable love stories – whereas many non‑BL Thai dramas remain focused on the local market. Even Thai government agencies have recognized this: they have begun organizing international TV markets specifically for Thai dramas (with an emphasis on BL/GL) and offering tax breaks to boost quality thethaiger.com.
Key Differences Summarized
Production & Storytelling: Mainstream lakorns often have traditional production aimed at Thai TV; recent Netflix-backed series show that cinematic quality can capture global interest.
Marketing Strategies: BL producers release content worldwide and engage fans with concerts, fan meets, and social media campaigns. Non-BL shows rarely receive the same international push.
Fan Engagement: BL fandoms organize online communities and live events; fans co-create content (fan art, vids, ship names) that amplifies shows. Mainstream lakorn lack this devoted international fanbase.
International Accessibility: Producers often distribute BL/GL episodes on YouTube or Netflix with English and other language subtitles to meet global demand. In contrast, they often limit non-BL series to Thai networks or release them late on streaming platforms, providing few subtitles.
Themes & Resonance: BL dramas center on romance, identity and hope – themes easily universal. Many non-BL plots are culturally specific or heavy melodrama, making them less instantly relatable to outsiders.
Strategies to Boost Global Appeal
Non‑BL Thai dramas can learn from the BL/GL model to expand their reach. Key recommendations include:
Official Subtitles and Global Streaming:
Producers should release shows on international platforms (YouTube, Netflix, iQIYI, Viki, etc.) with multi-language subtitles. For example, GL dramas have proven the value of YouTube releases with English, Korean, Spanish, and more subtitles newsisout.com. Non-BL Thai Dramas should follow suit – even if just on their YouTube or a partner streaming site – to let international fans watch and share legally.
Enhanced Production Quality:
Investing in cinematic direction, effects and music can make Thai dramas stand out. As Netflix’s Master of the House director noted, using a “tapestry of visuals, sound, and music” creates a universal aesthetic bangkokpost.com. Thai dramas should continue to “up their game” with higher budgets or international co-production to achieve polished visuals and storytelling that meet global standards.
Social Media and Fan Engagement:
Non-BL Thai Dramas can cultivate fandom by engaging audiences online. Official channels can post behind-the-scenes clips, character trailers and interactive content. Cast members can participate in online Q&As or international fan meets (as some BL actors do). While “shipping” (pairing cast as couples) may not fit every show, creative fan service can still build interest. Engaging directly with fan communities (even on Reddit or Twitter) would spark word-of-mouth.
International Promotion:
Network behind-the-scenes interviews or actors’ Instagram posts can be translated to English, Thai media can hold international press previews, and Thailand’s TV/Soft Power agencies could include non-BL series in content fairs abroad. As Thaiger news suggests, Thailand is eager to “buy and air Thai drama content abroad” to grow presence. Actively marketing dramas at events like Series Mania or AsiaTV Forum would help non-BL titles get noticed.
Universal Themes and Diverse Genres:
Writers could emphasize story elements that have broad appeal: themes like friendship, family ties, suspense or light-hearted romance that don’t depend on Thai cultural knowledge. Comedies, youth romances, urban thrillers – genres that have done well globally – might find new international fans if packaged accessibly. At the same time, keeping genuine Thai cultural touches (folk tales, local humor) can differentiate Thai lakorns as exotic. Striking that balance is key.
Utilize Government & Industry Support:
The Thai government has created a soft power committee to promote drama exports. Producers should tap into these resources – such as subsidies or co-marketing funds – to train crews, improve quality and fund subtitling. Collaborating with local tourism boards or product sponsors can also fund higher production values and global marketing.
Shorter, Bingeable Formats:
Many BL series are short (10–20 episodes) and told in a binge-friendly style. Traditional lakorns often run 50+ episodes, which can deter international viewers. Experimenting with mini-series formats or daily-rush edit seasons could make Thai dramas easier for global platforms to acquire and for viewers to commit to.
In summary, BL and GL dramas are designed for global audiences. They use smart marketing, easy access, and relatable love stories. Non-BL Thai Dramas, however, still focus on local viewers.
Conclusion
Thai BL dramas are popular worldwide thanks to smart strategies. They offer easy access, strong fan culture, and relatable stories. Non-BL Thai Dramas haven’t yet used these tools effectively. They often focus on Thai viewers and overlook international potential. But the industry is changing. By adopting BL/GL strategies – like adding subtitles, using social media, and improving production – non-BL shows can gain global fans. With support from government and producers, Thai dramas of all genres can become cultural exports. If these changes happen, the next wave of Thai soap operas could make a global splash.
