Boys’ Love originated as a Japanese manga storyline and has always been mainly consumed by straight women, just as the Thai televised version is. Read more:
Thai soap operas about gay romance, generically known as “Boys’ Love” 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 hashtagor “Thai swamp”—a reference to the shows’ addictiveness—is popular on social media. Thailand promotescontent at international trade shows.
For the shows’ Thai producers, the global success of another group of delicately featured young men—South Korea’s-pop business model, including heavy use of “fan services” such as meet-and-greet events to boost revenues. Poowin Bunyavejchewin of Thammasat University in Bangkok calls Thai’s success has also started to attract more gay viewers. A recent survey suggested that more than 20% of theshows’ fans in Thailand are gay.
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