HIGHLIGHTS
- Rising Popularity and Economic Potential of GL Series: Girls’ Love (GL) series in Thailand have seen a surge in popularity, ranking among the top online content trends and expected to become a 2,000-million-baht industry.
- GL Series as a Catalyst for Gender Equality: Thammasat University and experts highlight the genre’s role in promoting LGBTQ+ rights and gender inclusivity, aligning with the UN’s Sustainable Development Goals (especially SDG 5).
- Soft Power and Global Cultural Influence: GL content is seen as a strategic tool for enhancing Thailand’s soft power by showcasing inclusive narratives and promoting Thai culture internationally.
- Thailand’s Leadership Potential in the Global GL Market: With creative storytelling and increased investment, Thailand is poised to become a leading exporter of high-quality GL content to global audiences.
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In an era of increasing acceptance and openness towards gender and sexual diversity, entertainment media plays a crucial role in reflecting societal landscapes and fostering understanding of diverse issues. On 17th March 2025, Thammasat University hosted a seminar entitled “GL Power: When Female Love Stories Create Impact,” to analyse and assess the growth potential of the Thai entertainment industry through Girls’ Love (GL) series, a genre gaining widespread popularity.
The GL Phenomenon in Thailand: From Popularity to Economic Potential
Over the past year, GL series have experienced a surge in popularity within Thailand. Yuri content ranked among the Top 10 most engaging online topics during mid-2024. This phenomenon reflects a growing consumer demand for content that portrays love and relationships between women in diverse and engaging ways. Both small and large production houses have turned their attention to this market, resulting in numerous highly successful GL series.
Professor Dr. Supasawad Chardchawan, Rector of Thammasat University, stated that the university prioritises the Sustainable Development Goals (SDGs), specifically Goal 5 concerning gender equality. The university is committed to creating a society of equality within Thammasat and supporting participation in all dimensions. Furthermore, it promotes the rights of women and LGBTQ+ individuals to access opportunities and resources equitably, which forms a crucial foundation for a sustainable society.
Dr. Kiattiya Saisanan, a lecturer at Thammasat University’s Faculty of Journalism and Mass Communication, noted that GL series serve as a significant instrument in fostering understanding of LGBTQ+ rights within society. They present narratives of love and acceptance in a manner that avoids mockery or excessive seriousness, whilst subtly embedding informative content that encourages viewers to appreciate diverse perspectives on love.
Dr. Kiattiya anticipates substantial growth in the GL series genre over the next three years, and that this form can assist in the advancement of the so called, ‘Soft Power’. The Thai media landscape can also benefit, providing storylines of love and gender diversity, raising awareness of, and understanding, Thai culture globally. It is expected to be an industry of up to 2,000 million Baht.
Thailand’s Potential as a Global Leader in the GL Market
Tanwarin Sukkhapisit, a film and series director, added that Thailand possesses considerable potential to create and export GL series and could ascend to a leadership position in this market, provided that the government offers support and investment in the production and development of high-quality content. Particular emphasis should be placed on crafting creative plotlines and employing astute production strategies.
Noramon Kanyanamit (writing under the pen name Ma-Bung), an author of GL novels, revealed that several popular GL series are adapted from best-selling GL novels. The trend of GL series is not merely ephemeral; rather, it is experiencing continuous growth and garnering widespread acceptance within society.
Driving Soft Power and Cultivating Cultural Influence
The expansion of the GL series in Thailand is not simply a passing trend, but is evolving into a major industry with the capacity to propel Thailand’s soft power onto the global stage. Building upon the foundation of popular GL novels adapted into high-calibre series, the Thai entertainment sector can produce content that resonates with audiences while simultaneously expanding its international fan base.
Should Thailand successfully elevate production standards and expand its market reach to global platforms, GL series will become a cultural export that genuinely bolsters the economy and cultivates influence on an international scale. This represents an opportunity for Thailand to establish itself as a centre of a sustainable and powerful entertainment industry on the world stage.
In conclusion, GL series not only serve as a popular form of entertainment but also as a vital tool in promoting gender equality, fostering understanding of diversity, and propelling Thailand’s soft power onto the global arena.