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Thai films steadily spread soft power across the region

Thai films steadily spread soft power across the region

13 Sept 12:55 Key points summarised by AI
  • The Thai romantic comedy “Friend Zone” has achieved significant regional success, screening in 13 countries and becoming the highest-grossing film in Cambodia and Vietnam.
  • Director Chayanop Boonprakop strategically engaged foreign audiences by featuring famous regional pop singers and incorporating their native languages into the film and its theme song, enhancing its relatability across ASEAN.
  • Thai cinema's 'soft power' is evolving, moving beyond its traditional horror and action genres to achieve massive international success with romantic comedies like “Friend Zone” and “Pee Mak Phra Khanong”.
  • Thai creators are encouraged to think beyond domestic preferences, focusing on universal themes and strategic international engagement to tap into larger global markets and further amplify their content's worldwide reach.
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