Latest news with #HowtoMakeMillionsBeforeGrandmaDies
Tatler Asia
3 days ago
- Entertainment
- Tatler Asia
The T-Wind is blowing: Will Thailand be Asia's next soft power giant?
Above Lalisa Manobal and Tayme Thapthimthong play Mook and Gaitok in the third season of The White Lotus (Image: Max) Soft power, a term conceptualised by the recently deceased American political scientist Joseph Nye, refers to a nation's ability to influence others without the use of force, often by earning influence through positive appeal, and is a critical aspect of diplomacy and international relations. In the 2025 edition of the Global Soft Power Index, Thailand placed 39, recognised for its cultural influence, media appeal and international perceptions of friendliness, hospitality and creativity. Thai cinema's global moment Above The official trailer for 'How to Make Millions Before Grandma Dies', which was released locally under the title 'Lahn Mah' The success of A Useful Ghost at Cannes exemplifies Thailand's sophisticated approach to cultural diplomacy through cinema. The film tells the story of a woman who has recently died of a respiratory illness and returns as a useful ghost, possessing a vacuum cleaner to protect her husband not only from dust, which he is allergic to, but from various vengeful ghosts. Described by the jury as a "bold, free and unclassifiable work" that plays with genres whilst offering a vision that's "both intimate and universal," the film demonstrates Thailand's capacity to produce content that resonates across cultural boundaries whilst maintaining its distinct identity. This win added to the success of last year's Thai comedy drama How to Make Millions Before Grandma Dies , known in Thai as Lahn Mah and directed by Pat Boonnitipat, which shattered commercial expectations by grossing US$73.8 million worldwide—making it the highest-grossing Thai film globally. The film also progressed to the Academy Awards shortlist, the first submission from Thailand to do so, signalling that Thai storytelling, when authentically exploring universal themes through a distinctly local lens, possesses remarkable global appeal. See also: Lessons from the makers of hit Thai film 'How to Make Millions Before Grandma Dies' Above Aoy (Chutimon Chuengcharoensukying) and chef Paul (Nopachai Chaiyanam) in Netflix's 'Hunger' (Photo: Courtesy of Netflix) This dual success—one critically acclaimed, the other commercially triumphant—reveals Thailand's strategic diversification within cinema. Rather than pursuing a single path, Thai filmmakers are simultaneously cultivating both art house credibility and mainstream accessibility, ensuring their cultural exports can reach both discerning film festival circuits and mass global audiences. The accessibility of Thai content through streaming platforms has further amplified this reach. For example, Netflix's Hunger (2023), which introduced international audiences to Thai culinary traditions and cultural nuances, creating what cultural analysts describe as "active soft power"—content that encourages deeper engagement with Thai language, cuisine and customs, is one of the most internationally streamed Thai films. The T-Wind and musical diplomacy Above Jeff Satur (Image: courtesy of Warner Music Asia) While Korean pop music dominates global conversations about Asian music exports, Thailand's T-Pop scene is carving its own distinctive niche. The emergence of what has been termed the 'T-Wind"—Thailand's answer to the Korean Wave—has generated impressive momentum, with the Thai music industry experiencing 20 per cent revenue growth in 2022, surpassing $100 million in wholesale market revenue for the first time. Artists like Jeff Satur, 4Eve, Billkin and Tilly Birds aren't simply emulating established Asian pop formulas. Instead, they're creating a uniquely Thai musical identity that blends traditional Thai elements with contemporary pop, hip-hop and rock. This genre versatility represents a competitive advantage in an increasingly saturated global music market, offering international audiences something genuinely distinctive rather than derivative. Celebrity culture as cultural currency Perhaps nowhere is Thailand's soft power more visibly demonstrated than in the luxury fashion world's enthusiastic embrace of Thai celebrities. Seismic shifts in global brand strategy took place when Bright Vachirawit became Burberry's first global ambassador from the South Asia-Pacific region, and Win Metawin was appointed Prada's first Thai global ambassador. There is now an extensive roster of Thai celebrities representing prestigious luxury houses, including Gulf Kanawut for Gucci, BamBam for Louis Vuitton, Jeff Satur for Valentino and Cartier, Nattawin Wattanagitiphat for Piaget, Blackpink's Lisa for Celine, and Sarocha 'Freen' Chankimha for Valentino. These appointments mark historical firsts for Thai representation within these brands, signifying luxury fashion's recognition of Southeast Asian markets' growing influence and purchasing power. What makes this phenomenon particularly significant is how these celebrities function as complete lifestyle ambassadors rather than simple endorsers. Win Metawin, for instance, operates his own fashion label (streetwear brand Velence) alongside his entertainment career, embodying the entrepreneurial sophistication that luxury brands seek to associate with. This positions Thai celebrities as cultural trendsetters capable of influencing global consumer behaviour and lifestyle aspirations. The impact extends beyond fashion shows and red carpets. These ambassadorships actively promote Thai aesthetics and contemporary style on international stages, serving as potent forms of cultural diplomacy that enhance Thailand's image as a modern, sophisticated cultural force. The Boys' Love (BL) phenomenon Above Suppasit 'Mew' Jongcheveevat and Kanawut 'Gulf' Traipipattanapong in TharnType: The Series (Photo: Instagram / @tharntypeofficial) One of Thailand's most unexpected cultural exports has been the Boys' Love (BL) fictional media genre, which has garnered massive international followings and created entirely new categories of cultural consumption. Manifested in literature, television dramas and films, the genre, which depicts homoerotic relationships between men and is typically created by women for a female audience, has demonstrated Thailand's willingness to explore diverse narratives and represent different communities, contributing to global conversations about representation whilst generating significant economic returns through merchandise, fan events and tourism. BL productions contributed approximately 2 billion baht (USD61 million) in export revenue in 2024, double the previous year. See also: Is the BL genre the next step toward global recognition for Thai literature? Thailand's strategic 5Fs framework Thailand's cultural ascendancy isn't purely organic—it is supported by a comprehensive government strategy centred on the "5Fs" policy: Food, Film, Festivals, Fighting (Muay Thai) and Fashion, demonstrating an understanding that effective soft power requires diverse cultural portfolios rather than reliance on single exports. The establishment of the National Soft Power Strategy Committee, headed by Thailand's Prime Minister, signals the highest level of political commitment to cultural diplomacy. The committee's ambitious goal of generating 4 trillion baht in revenue through creative industries underscores soft power's recognition as a crucial economic driver rather than merely cultural window dressing. Perhaps most significant is the forthcoming Thailand Creative Content Agency (THACCA), operational from 2026, which aims to transform 20 million Thai citizens into skilled creative workers by 2027. This human capital investment represents recognition that sustainable soft power requires continuous development. Learning from Asian soft power success stories Thailand's strategy clearly takes inspiration from established regional models. South Korea's Hallyu Wave demonstrates how deliberate government investment, coordinated agency support and sustained commitment can transform cultural potential into significant economic and diplomatic influence. South Korea's ranked in 12th position in the Global Soft Power Index for 2025 reflecting decades of strategic cultural investment. Similarly, Japan's "Cool Japan" strategy illustrates how cultural exports can be strategically adapted for global consumption through "glocalisation"—maintaining distinct cultural identity whilst ensuring universal accessibility. Japan's animation industry generated record overseas profits of 1.72 trillion yen in 2023, demonstrating the economic potential of well-executed cultural diplomacy. Japan ranked 4th in this year's Global Soft Power Index, behind the US, China and the UK. Thailand's approach appears to take lessons from both models: maintaining authentic Thai identity whilst ensuring content resonates globally, and combining government support with market-driven innovation. Persistent challenges Despite impressive progress, Thailand faces challenges in sustaining its cultural momentum. Intense competition from established players like South Korea and Japan requires continuous innovation and strategic differentiation, and political stability remains crucial for maintaining investor confidence and regulatory predictability—factors essential for long-term creative industry growth. Additionally, Thailand's global image is still heavily shaped by a narrow bandwidth of representation. Male stars dominate luxury ambassadorships, and much of the international fandom around Thai content centres on curated ideals of male beauty and queer-coded narratives. Meanwhile, female artists and creators often struggle for equivalent global visibility—a dynamic that suggests the next phase of Thailand's soft power evolution must grapple more directly with gender equity in its cultural exports. A cultural powerhouse in the making Thailand's transformation from tourism-dependent nation to multifaceted cultural exporter represents one of Asia's most compelling soft power success stories. And the evidence suggests that this is just the beginning. Thailand is no longer simply inviting the world to visit—it's inviting the world to feel, watch, wear and hear it. Yet, the true test will be sustainability. Can Thailand nurture its creative sector beyond current trends? Will it make room for stories from all corners of its society—not just the ones easiest to export? The answers will determine whether this moment becomes a movement, and whether Thailand's cultural ascent reshapes not just perception, but power. Credits This article was created with the assistance of AI tools
Yahoo
14-05-2025
- Entertainment
- Yahoo
Miramax to Remake Thai Blockbuster ‘How To Make Millions Before Grandma Dies'
Miramax has acquired remake rights to the Thai hit How to Make Millions Before Grandma Dies, the studio announced Wednesday, setting the stage for an English-language adaptation of Southeast Asia's most talked-about film of the past year. Directed by Pat Boonnitipat and produced by Bangkok-based powerhouse GDH 559, the original film became a sensation across Asia following its release in April 2024, earning over $55 million at the international box office. It was also the first Thai film to be shortlisted for the Academy Awards. In the U.S., the film premiered at the New York Asian Film Festival and was widely praised by critics, earning a 98% rating on Rotten Tomatoes. More from The Hollywood Reporter 'Andor' Creator Explains Why Andy Serkis and Cassian's Sister Never Returned Once Upon a Time in Cannes: Quentin Tarantino Had a Blast During Festival's Opening Ceremony Jordan Boosts Film, TV Production Cash Rebate to Up to 45 Percent A family-centric comedy-drama, How to Make Millions Before Grandma Dies follows a college dropout who moves in with his terminally ill grandmother in a bid to secure her inheritance — only to discover a deeper emotional journey that reshapes his understanding of family and love. Miramax CEO Jonathan Glickman said in a statement: 'How to Make Millions Before Grandma Dies is a rare gem that manages to be hilarious, surprisingly poignant, and moving all at once. Like the original, we hope our adaptation brings generations of families to the cinema together.' The rights deal, which reportedly attracted interest from multiple studios, was brokered by Nelson Mok of Mokster Films on behalf of GDH. Yvette Zhuang, Miramax's senior vice president of international production and distribution, played a key role in bringing the project to the studio and will stay on as a producer despite stepping down from her executive role later this month. Speaking about the film's impressive global resonance, director Boonnitipat said: 'Its success worldwide surprises me, yet it warms my heart to know that people across the world share this value — or some kind of core — that connects us beyond the identities of countries or cultures.' Producer Vanridee Pongsittisak added: 'The heart of a family is universal, but each home holds an entirely different story. That's why I'm excited to see How to Make Millions Before Grandma Dies come to life once again — this time in an American household.' Miramax is currently in production on season two of The Gentlemen for Netflix and recently expanded its footprint on the streamer's political thriller Zero Day, starring Robert De Niro. On the film side, it is developing a sequel to The Beekeeper, which grossed more than $160 million worldwide, and Bridget Jones: Mad About the Boy, which took in $130 million. Miramax's upcoming theatrical slate includes Roofman, starring Channing Tatum and Kirsten Dunst; Scandalous, the directorial debut of Colman Domingo; and a reboot of The Faculty written by Drew Hancock. A new Scary Movie installment, produced by Marlon, Shawn, and Keenen Ivory Wayans, is also in the works for summer 2026 release via Paramount Pictures. Best of The Hollywood Reporter 'The Goonies' Cast, Then and Now "A Nutless Monkey Could Do Your Job": From Abusive to Angst-Ridden, 16 Memorable Studio Exec Portrayals in Film and TV The 10 Best Baseball Movies of All Time, Ranked
Forbes
12-04-2025
- Entertainment
- Forbes
Netflix's Best New Movie Scored 98% On Rotten Tomatoes
Putthipong 'Billkin' Assaratanakul and Usha 'Taew' Seamkhum star in the Thai drama 'How to Make ... More Millions Before Grandma Dies'. I recently put together an article that highlighted some of the most critically revered movies on Netflix—the movies that scored 95% or higher on the Rotten Tomatoes system. The 'fresh' certification is handed out to any film that scores above 60%, but not many make it into the 90th-percentile, and only a select few inch their way toward 100%. And today, one of those rare movies has been added to Netflix—a movie that now ranks amongst the ten highest-rated on the streaming service; a Thai blockbuster that broke box office records last year in theaters; a film that has stunned audiences with its incredible tear-inducing tale. So what movie owns this near-perfect rating of 98% on Rotten Tomatoes? Get ready for this title: How to Make Millions Before Grandma Dies. If you live in the United States, there's a decent chance you haven't heard of it. But if you live in Southeast Asia, then you know how this tearjerker made film history. Since its April 4, 2024, release in Thailand, How to Make Millions Before Grandma Dies has earned $73.8 million worldwide, making it the biggest international hit ever produced by Thailand (it was also the second highest domestic grossing Thai film of 2024). Last year, the mega-hit would go on to break box office records in Singapore, Indonesia, Malaysia, Vietnam and the Philippines, all the while taking the world by storm with sold-out screenings, fan meet-and-greets and viral videos of sobbing audiences becoming commonplace. You might think such a viral hit would own a crazy storyline. But, really, outside of its farcical nature, the story is actually very humble and, in terms of its themes, quite familiar. This film from first-time director Pat Boonnitipat begins a bit of cynicism: what if a selfish grandson only volunteered to care for his terminally ill grandmother…just to get her inheritance? That's where we start, as M (played by pop star Putthipong 'Billkin' Assaratanakul in his debut lead role), a college dropout whose only aspirations are to achieve streaming fame, eyes such a golden opportunity when his grandmother Mengju (Usha 'Taew' Seamkhum) is diagnosed with late-stage cancer. As he moves into her modest home, initially to win her favor, he ends up discovering not just her daily rhythms and family history—but his own capacity for care, patience and love. Don't be fooled by the eye-catching title. This movie isn't just some cheeky caper, some pessimistic mess about pulling one over grandma. No, what unfolds is a richly layered and surprisingly graceful look at how families remain bonded and strong amidst turmoil, especially when money, grief and unresolved tensions get in the way. For a rookie director, Boonnitipat displays incredibly measured direction, and his script (which was co-written alongside Thodsapon Thiptinnakorn) never reduces the characters into overplayed archetypes. The characters are human—they all want something from grandma—but none of them are villainous. To boot, Mengju—a cranky, sharp-tongued street vendor in Bangkok's Talat Phlu neighborhood—is no helpless elder. She goes toe-to-toe with her family, keeping her children and grandchildren constantly on their toes, adding vibrancy to the movie's energy. Seamkhum's performance—her first ever in a feature film—has been universally celebrated for its bite and warmth, anchoring the story in both cultural specificity and emotional honesty. Even given its Thai-Chinese setting, How to Make Millions Before Grandma Dies has struck a chord with audiences around the world. The film taps into a universal family experience, one that involves the looming specter of loss, one that invites complicated motives that surface near the end of one's life. Whether it's a cousin calculating who gets the house or a daughter quietly sacrificing her own health for her mother's care, the story hits familiar beats, made all the more powerful by how gently and thoughtfully they're portrayed. Reviews have praised the film's delicate balance of comedy and heartbreak. highlighted the 'lived-in details' of the story and its 'sunny, gracious portrait of family life,' while Screen Daily called it 'a sentimental journey to redemption grounded in understanding and empathy.' Perhaps most tellingly, Film Threat said the film 'brims with wisdom and insight,' capturing the unpredictable ways we grow up, and grow closer, when we're forced to be there for one another. It's rare for a film to be both a box office juggernaut and an intimate, personal story. But How to Make Millions Before Grandma Dies manages that magic trick. It's not just about inheritance. It's about attention. Presence. Time. And the quiet ways that love can sneak up on us, especially when we weren't looking for it in the first place.
BBC News
09-04-2025
- Entertainment
- BBC News
The Documentary Podcast The Cultural Frontline: South East Asian cinema
In South East Asia, cinema attendances are growing, thanks to a renewed interest in local product. For instance, the Thai movie How to Make Millions Before Grandma Dies, broke box office records this year. We hear from director Pat Boonnitipat about the reasons why he believes his film touched the hearts of so many people. The same is true in Vietnam. Last year the country produced its biggest national and international hit Mai, which also became a social media sensation. Historian Tuyet Van Huynh explains why the film's star and director Tran Thanh is a phenomenon in his own right. Indonesian director Eugene Panji reveals why his country's movie industry is also booming, so much so that they are running out of studio space to keep up with the demand.
Zawya
28-02-2025
- Business
- Zawya
CEA Drives Thailand's Creative Industry Forward: Expanding Thai Music and Content into Asian and European Markets
BANGKOK, THAILAND - Media OutReach Newswire - 28 February 2025 - The Creative Economy Agency (Public Organization), or CEA, has revealed that Thailand's music and content industries continue to experience sustained growth, aligning with the global expansion of the sector. To ensure that Thai artists and content creators can achieve lasting success on the international stage, CEA is set to launch two major flagship projects in 2025, building on their remarkable achievements of 2024. The 'Music Exchange' project aims to propel Thai artists onto global festival stages while attracting international event organizers and promoters to Thailand, creating invaluable opportunities for local musicians and businesses. Meanwhile, the 'Content Lab' initiative serves as a platform for Thai content creators to connect with investors both domestically and internationally, paving the way for commercial production. Additionally, it will focus on upskilling professionals in film, series, and animation, ensuring their expertise meets global standards and aligns with key target markets. These initiatives are expected to drive employment opportunities and contribute significantly to Thailand's economic growth, further strengthening the country's position in the international creative industry. Dr. Chakrit Pichyangkul, Executive Director of the Creative Economy Agency, stated, "The creative content and media industries—encompassing music, film, series, and animation—continue to thrive globally, particularly in the digital streaming era, which have made access to entertainment more seamless than ever. Additionally, the full-scale revival of concerts, music festivals, and cinemas in the post-COVID era has further accelerated this growth. For Thailand, these industries are expanding in line with global trends. Currently, the music business in Thailand is valued at 3-5 billion baht, while the film, series, and animation industries are worth approximately 18 billion baht. This sector has been attracting growing interest from both audiences and investors, domestically and internationally. A testament to this momentum is the recent success of Thai films and series, which have not only generated impressive revenues but have also secured screenings at international film festivals. A standout achievement is the critically acclaimed film How to Make Millions Before Grandma Dies, known locally as Lahn Mah, which was recently selected as one of 15 films shortlisted to determine the five final nominees for the Best International Feature Film category at the Academy Awards 2024. This recognition reinforces the immense potential of Thai creators in these industries and their ability to compete on the world stage." A crucial factor in propelling Thailand's music and content industries towards global success lies in financial investment and sustained government support. This backing enables artists and content creators to produce high-quality work and consistently showcase their talent on the international stage. Countries that prioritize the development of their creative industries, such as South Korea, Japan, the United States, and the United Kingdom, have established dedicated agencies to support music businesses, screenwriters, and content creators. These agencies not only drive employment and attract foreign investment but also contribute significantly to measurable economic growth. Inspired by these successful models and recognizing the immense potential of Thailand's music and content industries, the Creative Economy Agency (Public Organization), or CEA, has implemented the 'Flagship Industries Project' strategy within the Creative Content & Music sector. This initiative focuses on film, series, animation, and music, serving as a key economic driver that will generate substantial revenue for Thailand while solidifying the nation's presence in the global creative economy. CEA continues to propel Thailand's music industry forward and strengthen the Thai Music Wave through the Music Exchange project, which is built on two core activities: ● PUSH – Supporting Thai artists in securing performance slots at international music festivals, helping them expand their fan base and introduce their music to global markets. Notable participating artists include 4EVE, Alec Orachi, WIM, and Polycat. ● PULL – Inviting international music festival organizers and business stakeholders to witness live performances by Thai artists while facilitating business matching sessions to foster networking and commercial opportunities. This project is driven by the strategic development plan for Thailand's creative music industry, with a focus on increasing economic value and propelling the industry onto the global stage. Beyond international exposure, CEA is committed to elevating the creative capabilities of Thai musicians, ensuring they remain competitive in the global arena (Strategy: Building Global Standard). Additionally, the initiative emphasizes music intellectual property protection (Strategy: Promoting Music IP) and aims to strengthen the music business ecosystem (Strategy: Strengthening Music Business Ecosystem), fostering diversity and long-term industry sustainability. Over the past year, Music Exchange has successfully showcased Thai artists in key markets such as Japan, China, and South Korea, forging connections with major global businesses. Throughout 2024, the project has supported over 70 performances by Thai artists, attracting 78 music festival organizers and industry professionals from Asia-Pacific, Southeast Asia, Europe, and the United States. These efforts have facilitated more than 300 business opportunities, boosting international visibility for Thai artists and reaching a global audience with 35 million views. In its mission to strengthen Thailand's film, series, and animation industries, CEA has spearheaded the Content Lab initiative, designed to nurture and elevate Thai content creators from emerging talents to industry professionals. Through incubation programs, the initiative provides structured training courses tailored to both fundamental and advanced skills, ensuring that participants gain expertise relevant to the evolving demands of the content industry. Additionally, selected projects receive funding to develop their ideas into pilot projects, which can then be pitched to film studios and potential investors. A key highlight of the initiative is the launch of Thailand's first-ever 'Content Project Market'—a dedicated marketplace where participants from incubation Programs, as well as independent content creators, can showcase their projects to investors, paving the way for commercial production. In 2024 alone, Content Lab successfully upskilled over 288 participants, empowering them with essential content creation expertise. Moreover, one of the projects that received funding for pilot project development from Content Lab 2023, the film 'Happy Monday(s)' or Sawasdee Wan Jan(s) [สวัสดีวันจันทร์(ส)], has successfully transitioned into full-scale production. Produced by Neramitnung Film, the film was released in theaters on 20 February 2024. Through these strategic initiatives, CEA continues to drive the Thai content industry forward, ensuring its creators are equipped with the tools, opportunities, and global exposure needed to thrive in international markets. Recognizing the immense potential and global growth opportunities for Thailand's content and creative media industries, CEA is committed to continuing its support for both the Music Exchange and Content Lab initiatives in the coming year. For 2025, the Music Exchange project, led by the Subcommittee on Music Industry Development and CEA, will further drive Thailand's soft power strategy in the music sector by promoting Thai artists on the international stage. The initiative aims to support over 100 artists and bands, enabling them to perform at world-renowned music festivals while also facilitating business-matching opportunities and global networking. The project will focus on connecting Thai record labels with international festival organizers in key markets across Asia and Europe, further strengthening the Thai Music Wave as a recognized global phenomenon. Meanwhile, the Content Lab program will refine its incubation curriculum to align with the evolving media consumption habits of modern audiences. The program aims to train and develop at least 170 mid-career professionals, equipping them with the skills needed to compete on the global stage. This effort is not only about nurturing talent but also about laying the foundation for a sustainable content industry ecosystem, ensuring that Thai creators can continuously innovate, produce, and generate long-term revenue. These initiatives are pivotal in preparing Thai artists and content creators for international competition, while also reinforcing a thriving creative ecosystem that fosters sustainable industry growth," Dr. Chakrit concluded. The Content Lab 2025 initiative is now entering its third consecutive year, continuing its mission to develop film and series projects by participants in Thailand's film and series industries. Some of its incubation programs are already set to open for applications, providing opportunities for aspiring and mid-career creators to enhance their skills and take their developing projects to the next level. Meanwhile, this year marks the second year of the Music Exchange project, which is in its final stages of preparation, with details expected to be announced soon. Those interested in participating or following updates on these projects can stay informed via the CEA's website: and the CEA's official Facebook page. Hashtag: #CEA The issuer is solely responsible for the content of this announcement. About the Creative Economy Agency (Public Organization) The Creative Economy Agency (Public Organization), or CEA, is a specialized body tasked with promoting creativity as a key driving force behind the creative economy. The agency focuses on fostering growth across various creative industries, while also encouraging the production sector to apply creative thinking to enhance the value of products and services. This approach aims to elevate the competitive potential of businesses and the country on the global stage. The Creative Economy Agency (Public Organization)
