Group report major international business economics career skills development

The Rise of Thai Lakorn Thai Lakorns, also known as Thai dramas, have experienced a surge in popularity in recent years, both within Thailand and internationally.. With streaming platfor

FOREIGN TRADE UNIVERSITY

HO CHI MINH CITY CAMPUS

GROUP REPORT Major: International Business Economics

CAREER SKILLS DEVELOPMENT

Class code : KDOE441 Group 210 Lecturers : Ms Tran Thi Phuong Thuy

Ms Ha Hien Minh

Ho Chi Minh City, 12/2023

Examiner 1’s signature Examiner 2’s signature

STUDENT LIST

2 | Lé Ngoc Ha My 2312155107

5 | Bui Tan Léc 2312155093

Table of Contents

1 The Rise of Thai Lakorm SG 22221221121 513 153112155121 1511 211112121111 kre

II A closer look at the global success of Lakorn: Delving into the pivotal and

III Exploring the Positive sides of Lakorn: A Cultural and Entertainment

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1 The Rise of Thai Lakorn

Thai Lakorns, also known as Thai dramas, have experienced a surge in popularity in recent years, both within Thailand and internationally This growth can be attributed to several factors, including:

1.1 The rise of streaming platforms

The availability of Thai Lakoms on streaming platforms has played a pivotal role in their global expansion, introducing them to a wider audience and propelling them to international stardom Viewers no longer need to rely on traditional television schedules or physical media to watch their favorite shows With streaming platforms, Thai Lakoms are available on-demand, allowing viewers to watch them at their convenience, anytime, anywhere, and on any device This accessibility has broken down geographical barriers, allowing viewers from all corners of the world to discover and enjoy Thai Lakorns

The global reach of streaming platforms has exposed Thai Lakorns to a vast and diverse audience, extending far beyond the borders of Thailand Platforms like Netflix, Viu, and iQTYI have brought Thai Lakorns to millions of viewers worldwide, introducing them to the unique storytelling, captivating characters, and vibrant cultural elements that Thai Lakorns have to offer

The rise of streaming platforms has also contributed to a shift in viewing habits and preferences, particularly among younger generations Viewers are increasingly seeking out on-

demand content that caters to their individual tastes and interests, and Thai Lakorns have

emerged as a popular choice due to their diverse genres, compelling narratives, and relatable characters Streaming platforms have catered to this demand by offering a wide selection of Thai Lakorns, encouraging viewers to explore new stories and genres

The success of Thai Lakorns on streaming platforms has had a significant impact on the production and distribution of Thai dramas Streaming platforms have invested heavily in Thai Lakorn production, providing funding and resources to create high-quality content that resonates with global audiences This investment has led to improvements in production values, cinematography, storytelling, and overall quality of Thai Lakorns

1.2 Social media and fan culture

Social media has emerged as a powerful force in the development and global success of Thai Lakorns Through social media platforms, fans have created a connected and engaged community, actively promoting their favorite Lakorns, sharing their love for the characters and stories, and expanding the reach of Thai dramas beyond Thailand's borders

Social media has transformed the way fans engage with and consume Thai Lakoms Platforms like Twitter, Facebook, and Instagram have become virtual hubs for Lakorn discussion, where fans share their reactions to the latest episodes, speculate about plot twists, and create fanart and memes This online buzz and engagement generate significant interest among potential viewers, piquing their curiosity and encouraging them to explore the world of Thai Lakorns

Social media has fostered a strong sense of community among Thai Lakorm fans, creating a virtual space where they can connect, share their passion, and celebrate their love for Thai dramas Online fan groups and forums provide a platform for fans to discuss plotlines, characters, and industry news, fostering a sense of belonging and camaraderie This sense of community has strengthened the fan base, encouraging further engagement and promotion of Thai Lakorns

Social media has become a powerful marketing tool for Thai Lakorns, allowing fans to act

as unofficial ambassadors, spreading the word about their favorite shows to their friends and followers across the globe Fans share trailers, clips, and behind-the-scenes content, creating excitement and anticipation for upcoming releases This grassroots promotion has played a crucial role in attracting new viewers worldwide, expanding the reach of Thai Lakorns beyond traditional Thai audiences

1.3 Diversification of genres

The Thai Lakorn industry has undergone a remarkable transformation in recent years, moving beyond its traditional focus on romantic dramas to encompass a wider range of genres This diversification has broadened the appeal of Thai Lakorns, attracting a more diverse audience and contributing to their global popularity

For decades, Thai Lakorns were primarily known for their romantic storylines, often featuring Cinderella-esque narratives, love triangles, and family conflicts While these romantic dramas continue to hold a special place in the hearts of many viewers, the industry has recognized the need to cater to a wider range of tastes and preferences

In response to this demand for diversity, Thai Lakorn producers have ventured into a wider array of genres, including:

¢ Thrillers: Thai Lakorns have delved into the realm of suspense and psychological thrillers, keeping viewers on the edge of their seats with intricate plots, unexpected twists, and spine-tingling moments

« Comedies: Thai Lakorns have embraced the lighter side of storytelling, offering hilarious comedies that showcase the comedic talents of Thai actors and explore themes of friendship, family, and everyday life with humor and wit

« BL (Boy Love) Series: Thai Lakorns have embraced the growing popularity of BL (Boy Love) series, captivating audiences with heartwarming stories of love, friendship, and self-discovery

Several key trends are shaping the development of Thai Lakoms in recent times:

1 Increased production quality: Thai Lakorns are now produced with higher production values, featuring more sophisticated cinematography, sets, and costumes This enhanced quality has helped to elevate the international perception of Thai Lakorns

2 Focus on storytelling: Thai Lakors are increasingly focused on strong storytelling, with well-developed characters, complex plotlines, and social commentary This shift has attracted a more discerning audience that appreciates compelling narratives

3 International collaborations: Thai Lakorm producers are collaborating with international partners to create co-productions, reaching a wider audience and gaining exposure in new markets

4 Emerging platforms: Thai Lakorns are finding new platforms for distribution, such as TikTok and YouTube, reaching younger viewers and expanding the reach of Thai dramas

Il A closer look at the global success of Lakorn: Delving into the pivotal and groundbreaking genre of queer love dramas

In recent years, the captivating allure of Thai television has transcended cultural boundaries, captivating audiences far beyond the borders of Thailand One of the most advertised and sought-after sections of Thai television is queer dramas Known locally as Y shows, and globally

as Boys’ Love (BL) dramas, the serials are poised to compete with South Korean telenovelas for viewership in Asia and beyond BL has its beginnings in 1970s Japan, when women created homoerotic manga called yaoi for other women Some yaoi became commercially successful and were turned into animé By the 1990s, publishing houses were producing yaoi for a mass market With the advent of the internet, yaoi crossed borders

The first Thai BL dramas were made in 2014, and had been steadily building a loyal domestic fanbase However, the genre didn’t start to gamer international interest until the COVID-19 pandemic when people were forced to stay at home, glued to their devices, browsing

for new content to stream BL’s escapist storylines and vaguely androgynous actors were an

instant hit with audiences seeking to block out a depressing new reality of lockdowns, mask mandates, social distancing measures, and quarantine University rom-com 2gether, which first aired in 2020, was BL’s breakout show, amassing at least 100 million views on the now-defunct Thai streaming platform LINE TV It received favorable reaction and was enthusiastically

discussed in neighboring countries, like Vietnam, Laos, China and Indonesia, and as far afield as

Latin America

Among those, China is an interesting case considering its extreme degree of conservatism and prejudice against queer love The country is notorious for harsh discrimination against the LGBT community Against all odds, Thai queer dramas found a way to put root in the most hostile and uninhabitable land imaginable In 2003, Thai dramas began to enter the Chinese audience's field of vision, from being unknown at the beginning, to the ratings boom in

2009 with the broadcast of “Battle of Angels” After 2012, the popularity of Thai opera in China decreased significantly, because most of the Thai drama introduced in China at that time was relatively old Thai opera From the unclear picture quality to the cliché plots, the Chinese audience's passion for Thai drama had been significantly reduced However, in

2014, starting with the popularity of Lovesick The Series, many genres that were not common

in China appeared in Thai dramas, and some were even banned in China People paid much more attention to novelty than to common things (Yaxin, 2020) So in 2014, Thai drama reached a climax again

“Lovesick The Series” was the first Thai drama that really took homosexuality as the leading role Previously although there are some Thai shows mentioning gays, mostly homosexuality was not the main plot Because this drama received widespread attention in Southeast Asia and China, the production companies of Lovesick The Series focused on the market and continuously launched a number of boy love dramas, which have received strong attention Due to the translation of “Lovesick The Series ” in 2014 and “Lady Boy Friends” in 2015, by the former Tianfu Thai drama (later CFan Group), anew climax of Chinese audience’s love for Thai dramas was reached Following these two TV dramas, the preference of Chinese audiences on Thai drama had changed Before 2014, the focus was

mainly on idol drama; but after 2014, it mainly focused on Boys Love (BL) TV series The broadcasting of Thai dramas has also changed from TV stations to online platforms, and the crowd watching Thai dramas has changed from housewives over the age of thirty to students around twenty years old Thai dramas, which are beloved by Chinese audiences, have also changed from the early romantic dramas such as Battle of Angels, Wanida, and A Human's Value, to special themes such as Lovesick the Series, Tharn Type The Series, The Fallen Leaf, and Hua Jai Sila

II Exploring the Positive sides of Lakorn: A Cultural and Entertainment Phenomenon Lakorns, the captivating television dramas of Thailand, are not just sources of entertainment They are intricately woven threads in a tapestry of cultural preservation, social impact, and economic contribution Through their compelling narratives, Lakorns serve as a vibrant canvas upon which the essence of Thai identity is painted, engaging viewers in a journey through history, social awareness, and stunning landscapes

1 Cultural Preservation

Lakorns, as a distinct genre of television dramas in Thailand, play a pivotal role in the intricate tapestry of cultural preservation Within the vibrant narratives of Lakorns, various elements of Thai culture, traditions, and values are interwoven with precision and care This deliberate incorporation serves not only as a means of entertainment but as a vital medium for the preservation and promotion of Thailand's rich cultural heritage

The heart of Lakorns lies in nuanced storytelling and character portrayals, where cultural nuances are delicately explored and authentically presented Through the diverse characters and plotlines, Lakorns become a canvas upon which the essence of Thai identity is painted, allowing viewers to connect emotionally with the cultural facets depicted on screen

Period Lakorns, in particular, stand out as a captivating window into Thailand's history and cultural evolution These dramas transport viewers to different eras, offering a visual journey through time The meticulous attention to historical accuracy and cultural details in period Lakorns provides audiences with a unique educational experience Viewers gain profound insights into the country's heritage, not through conventional means, but through the immersive and engaging lens of compelling storytelling

As characters navigate the challenges and triumphs of bygone eras, viewers are presented

with a living tableau of historical events, customs, and societal norms This not only fosters a

deeper understanding of Thailand's cultural evolution but also ensures that the collective memory

of the nation's past is preserved and passed on to future generations

Lakorns emerge as a dynamic and living archive, actively contributing to the preservation of Thailand's cultural identity The deliberate integration of cultural elements in these television dramas serves as both a celebration of heritage and a bridge connecting the past with the present Through the vivid narratives of Lakorns, the cultural legacy of Thailand is not merely preserved but also revitalized, ensuring its enduring relevance in the ever-evolving landscape of entertainment and cultural expression

2 Social Impacts

Lakorns, as a prominent genre in the realm of Thai television dramas, transcend their entertainment function to become powerful agents of social impact These narratives consistently navigate the intricate terrain of complex social issues, addressing themes such as family dynamics, relationships, and broader societal challenges In doing so, Lakorns emerge as a

compelling and influential platform for raising awareness, initiating dialogue, and fostering a deeper understanding of pressing social matters

The potency of Lakoms in addressing social issues lies in their ability to weave these themes seamlessly into the fabric of engaging storylines and character arcs As viewers invest emotionally in the lives of the characters, they find themselves confronting, often through a lens

of empathy, the very societal challenges that mirror realities outside the realm of fiction This emotional engagement serves as a catalyst for heightened awareness, as the audience becomes not only entertained but also attuned to the complexities of the social landscape being portrayed Family dynamics, a recurring theme in Lakorns, are portrayed with a level of authenticity that resonates with viewers These portrayals often murror real-life struggles, joys, and conflicts within families, prompting audiences to reflect on their own experiences Relationships, whether romantic or platonic, are explored with depth, providing a platform for viewers to consider diverse perspectives on love, loyalty, and interpersonal connections

Beyond individual relationships, Lakoms address broader societal challenges, including issues such as class disparities, gender roles, and cultural norms By incorporating these themes into their narratives, Lakorns initiate a dialogue that extends beyond the confines of the screen Viewers are prompted to consider the implications of societal structures and norms, challenging preconceptions and fostering a deeper understanding of the complexities that define the human experience

The influence of Lakorns in shaping social narratives extends to the collective consciousness of society These dramas have the potential to break down stigmas, challenge stereotypes, and contribute to the ongoing discourse surrounding social change By placing social issues at the forefront of their narratives, Lakorns encourage viewers to engage in meaningful conversations, question societal norms, and contribute to the evolution of cultural attitudes

Lakorns serve as more than mere entertainment, they become mirrors reflecting societal realities and catalysts for social awareness Through the exploration of complex social issues, these television dramas not only entertain but also educate, fostering a collective consciousness that is attuned to the challenges and nuances of the society they depict

3 Economic Contributions

The economic impact of Lakorns extends far beyond their role as a domestic form of entertainment One notable aspect of their influence lies in their significant contribution to boosting tourism, both within Thailand and on the global stage This section aims to delve into how Lakoms, through their incorporation of picturesque locations and cultural landmarks, serve

as a powerful catalyst for tourism, enticing audiences to explore the showcased destinations Lakorns, with their visually captivating storytelling, transform into a virtual travelogue, showcasing not only the compelling narratives of the dramas but also the diverse and stunning landscapes of Thailand These dramas strategically feature scenic locales, historical landmarks, and cultural hotspots, creating an immersive experience for viewers As audiences become enamored with the beauty portrayed on screen, a desire to personally explore these locations is sparked, resulting in a tangible impact on tourism

The visual allure presented in Lakorns becomes a promotional tool for domestic tourism, as local viewers are enticed to visit the featured destinations Additionally, the international audience, drawn to the beauty and cultural richness depicted in these dramas, is motivated to

embark on real-life journeys to experience the charm of Thailand firsthand This symbiotic relationship between Lakorns and tourism becomes a driving force for economic growth, benefiting various sectors associated with the travel industry

Domestically, the promotion of local destinations through Lakorns leads to increased footfall, supporting local businesses, hotels, and attractions On an international scale, the global popularity of Lakorns contributes to a rise in tourism, drawing in visitors eager to explore the cultural tapestry showcased in these dramas This influx of tourism dollars, whether from domestic or international sources, bolsters the local economy, creating employment opportunities and fostering the sustainable development of the tourism sector

Furthermore, the positive association of specific locations with beloved Lakorns can lead to

a sustained interest in these destinations over time This enduring appeal can contribute to the longevity of tourism-related benefits, as viewers may continue to visit and engage with the showcased locales even after the initial broadcast of the Lakorn

The economic contribution of Lakorns goes beyond entertainment, actively shaping and supporting the tourism industry By featuring picturesque locations and cultural landmarks, Lakorns become not only a source of visual delight for audiences but also a powerful catalyst for economic growth, enriching the communities associated with the showcased destinations

In conclusion, Lakorns are a powerful force in Thai society, playing a vital role in cultural preservation, social change, and economic prosperity Their captivating narratives, rich cultural elements, and exploration of diverse themes have shaped Thailand's cultural landscape, sparked meaningful conversations, and driven economic growth As the influence of Lakorns continues

to grow, it is clear that these captivating dramas will continue to play a significant role in shaping the future of Thailand

IV The Negative sides of Lakorn

Lakorns, with their melodramatic plots and captivating characters, have become a cultural phenomenon both within Thailand and beyond However, it is essential to explore the negative aspects of these television dramas, as they often perpetuate harmful stereotypes, glorify toxic relationships, and contribute to a skewed perception of reality

Lakorn series are known for their captivating drama, intricate romance, and often fantastical storylines While these elements contribute to the charm of Lakorns, there are instances where the plots take a tum toward the absurd and illogical This deviation from reality, while entertaining for some viewers, can also be a source of criticism

Lakorns tend to embrace melodrama and exaggeration This inclination towards heightened emotions and over-the-top scenarios often leads to plotlines that defy logical reasoning An example is the outlandish coincidence in the Thai Lakom "Full House", the main characters, Mike and Aom, constantly bump into each other in the most improbable situations such as living

next door, accidental meeting, mistaken identities, lost phone, The frequency and nature of

these coincidences are simply unbelievable It's highly improbable for two people to encounter each other so frequently, especially in a large city like Bangkok Additionally, the reliance on mistaken identities and contrived situations to move the plot forward feels unrealistic and forced These plots can leave viewers questioning the coherence of the narrative and even considering the Lakorn series as cringy

Writers and producers’ desire to keep audiences engaged through unexpected twists and turns make them feel compelled to introduce unconventional elements to stand out in a saturated market As a result, storylines may incorporate fantastical elements, such as time travel, supernatural occurrences, or implausible coincidences, to keep viewers on the edge of their seats Although these plot twists can be thrilling, they may also push the boundaries of logic and coherence

Over-the-top villains with exaggerated motivations and actions are another characteristic of Lakorns that contribute to absurd plots These villains often engage in extreme measures for revenge or power, going beyond the bounds of rational behavior Such characters can make it difficult for viewers to take the plot seriously

While the Lakorn series are primarily a form of entertainment, the prevalence of absurd and illogical plots raises questions about the impact on viewers’ perceptions of reality In order to allow the audiences to immerse themselves in the fantastical worlds created by Lakorns, the lines between fiction and reality become blurry However, there is a risk that these unrealistic portrayals may influence expectations and understanding of real-life situations

2 Repetitive content

One prevalent issue that arises in the Thai entertainment industry is the tendency towards repetitive content This repetition, observed in various aspects of Lakorns, can impact the overall quality of storytelling, character development, and audience engagement

Many series within the genre adhere to predictable patterns, recycling storylines that involve misunderstandings, love triangles, and familial conflicts While these themes can be compelling when executed thoughtfully, their constant repetition can lead to a sense of déja vu for viewers, diminishing the excitement and surprise that comes with discovering new narratives

Another factor is the prevalence of clichéd character archetypes Characters are often cast into stereotypical roles, such as the wealthy and arrogant male lead or the kind-hearted but disadvantaged female protagonist This lack of diversity in character representation limits the exploration of alternative perspectives and storylines, resulting in a monotonous viewing experience

The love story between a rich male lead and poor female lead is considered one of the most popular tropes in the Lakorn series By far, it has appeared in many famous series such as F4

Thailand: Boys Over Flowers, The Frog Prince, The Sand Princess 2019, However, Many

viewers nowadays find it boring as writers and directors tend to do the same pattern in every series The overuse of a plot can lead to a lack of originality and a sense of predictability among viewers

The pressure to adhere to viewer preferences and ratings can incentivize producers to replicate successful formulas, even at the expense of creative diversity Audiences may become disenchanted with the lack of innovation, ultimately seeking more diverse and dynamic storytelling from other sources This poses a risk to the sustainability of Lakorns as a relevant and influential form of entertainment

3 Promoting violence