At her lowest point, wrestling with burnout and depression in her Chinese hometown, Huang Bingbing found an unexpected source of comfort: the escapist love story of two young men in a lesser-known Thai TV drama. It was five years ago when she stumbled upon “Love by Chance,” a same-sex romance series, while scrolling through social media clips. From those fleeting glimpses, she quickly became enthralled by the depiction of “immature love” the show portrayed.
Inspired by her favorite idol from the series, Huang made a bold move a year later, relocating to Thailand to begin a new chapter in her life. She is now part of an expanding legion of fans captivated by the “boys’ love” (BL) genre, a cultural phenomenon rapidly spreading across Asia. Originating from Japanese manga comics in the 1960s known as “yaoi,” the boys’ love genre has evolved into a thriving cultural export for Thailand. In a region where the LGBTQ community often faces challenging conditions, Thailand stands out for its relatively greater level of societal acceptance.
Huang, now 36, articulated this newfound sense of freedom, saying, “People here don’t care about genders, and all the loves are equal, no matter if it’s between men, women, or a third gender.” This inclusivity is a significant aspect of Thai society that has supported the growth of the BL genre. Storylines featuring attractive couples, heartwarming romantic scenarios, and themes centered around being true to oneself particularly resonate with straight female viewers.
Known colloquially as BL, the genre has become a massive hit in the region, with episodes amassing tens of millions of views online. A parallel genre, Girls’ Love (GL), which features same-sex romances between women, is also experiencing rising popularity.
The fervor surrounding BL dramas is evident in the dedication of its fans. At promotional events, enthusiasts will stand in line for hours to meet the stars of their beloved shows, displaying a level of devotion often seen among K-pop supporters. Huang herself took part as a representative of a Chinese fan group for Girls’ Love at an event this year. The group donated grand floral arrangements made of baht banknotes, amounting to around $1,000.
Despite a ban by the Chinese government on producing or broadcasting such content domestically, Thai BL series have achieved runaway success in China. “Because we like it, we will find ways to search for it,” Huang said. “Even if we can’t find a way ourselves, we will ask how other people watch them and follow them.”
The appeal of Thai BL dramas extends beyond China, capturing audiences in Japan as well. Kira Thu-Ha Trinh, a regular patron of a tiny Thai-themed cafe in Tokyo that has become a hotspot for BL fans, shared her experience. With its walls filled with celebrity photos, the cafe offers a cozy enclave for enthusiasts. Trinh noted that the genre became “explosively popular” during the Covid pandemic when people had little to do but watch TV.
. “You’ve exhausted what Japan offers. There is usually… only one BL drama in one season. If you wanted to immerse yourself more in that kind of thing, you get suggestions by the algorithm,” she explained. And, Trinh added, “this sounds kind of rude, but Thailand just made it better.”
The production of BL series in Thailand has surged in recent years. Production houses have gone as far as organizing fan events both domestically and across Asia. The number of BL shows produced has experienced substantial growth, increasing from 19 between 2014 and 2018 to 75 in 2022, according to Poowin Bunyavejchewin, a senior researcher from Thammasat University’s Institute of East Asian Studies.
Even in more conservative societies such as India, Indonesia, and Malaysia, the genre has found fervent audiences, though fans often have to be discreet due to socio-cultural constraints. “There are a big group of fans in those countries, but they cannot identify themselves as a big fan of BL publicly due to the socio-cultural constraints, like religious matters,” Poowin noted.
Thailand is anticipated to legalize same-sex marriage later this year, becoming the first country in Southeast Asia to do so. However, LGBTQ campaigners point out that there is still considerable work to be done in changing societal attitudes. Despite their widespread popularity, BL dramas don’t typically address the real-life issues faced by Thailand’s LGBTQ community. “Sometimes the life of gay men in Thailand is kind of tragic. They have family problems. But no one wants to consume tragedy,” Poowin said.
Yet, some figures in the BL industry aspire to use their platform to promote LGBTQ rights. Actor Suppapong Udomkaewkanjana, who rose to fame with “Love by Chance” and later founded his own TV production company, aims to explore narratives that go beyond romance. At a shrine in Bangkok, Suppapong and the cast and crew of his latest drama, a Girls’ Love show, gathered to pray for the success of their new series. “I see opportunities with BL series, such as advocating gender and marriage equality,” he said.
World cinema and television seem poised to witness an ongoing expansion of the Thai BL genre, as it continues to capture hearts while subtly pushing for broader societal change.
