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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
Malay Mail
18-05-2025
- Business
- Malay Mail
Thai farmers pitch Buriram-born K-pop star Lisa to power fruit exports beyond China
BANGKOK, May 18 — Thai farmers are turning to superstar Lalisa 'Lisa' Manobal to help sweeten the global image of the country's fruit industry. The member of Blackpink and Buriram native was named by growers as their top pick to front a campaign promoting Thai fruits overseas, The Bangkok Post reported today. The suggestion was made during Prime Minister Paetongtarn Shinawatra's visit to Chanthaburi, where farmers pitched Lisa's star power as the key to cracking new markets. They believe Lisa's international influence could raise Thailand's fruit exports to 500 billion baht a year, up from the current 200–300 billion. Lisa, who made history as the first Thai K-pop idol to go global, is known for breaking records with her solo music and securing luxury endorsements with brands like Bulgari and Celine. Growers say her image could make Thai fruits more desirable worldwide, especially beyond China, the country's current top buyer. The prime minister was also briefed on issues like long customs delays, premature durian harvesting, and a shrinking farm labour force. Farmers proposed solutions such as relaxing rules for migrant workers and offering compensation for damage caused by wild elephants. Paetongtarn pledged faster export processing, more government fruit purchases, and research funding to keep Thai produce competitive. She later joined a durian-cutting event and livestreamed with young farmers — but for many, Lisa's star remains the biggest hope for Thailand's fruit fame.
South China Morning Post
12-05-2025
- Entertainment
- South China Morning Post
Rapper Azealia Banks sparks fury in Thailand over transphobic rant about Blackpink's Lisa
A social media firestorm has erupted in Thailand after American rapper Azealia Banks directed transphobic slurs at K-pop sensation Lalisa Manobal – better known as Lisa of Blackpink – triggering a fierce backlash from her Thai fans that spiralled into a racially charged online battle. Advertisement The controversy began on Tuesday, the day after Lisa's appearance at the Met Gala in New York, where she walked the blue carpet in a Louis Vuitton lingerie-inspired bodysuit. Banks responded to a photo of the Thai-born singer with a post on X, formerly Twitter, calling Lisa a 'ladyboy' – a slur often directed at transgender women in Southeast Asia – and declaring: 'Lisa is a man. I'm not walking that comment back.' A tweet on X by US rapper Azealia Banks on Lalisa Manobal, better known as Lisa of Blackpink. Photo: X/@azealiaslacewig She followed up with a series of similarly transphobic posts, including references to a separate controversy over Lisa's outfit, which some speculated featured the face of US civil rights icon Rosa Parks. Although the outfit's designer later clarified that the portraits depicted people from his personal life, not historical figures, Banks claimed the image had been strategically placed to provoke liberal outrage – describing it in a lengthy post as part of a media 'psyop'. Her remarks, widely condemned as transphobic and racially inflammatory, added fuel to the backlash. Banks, a hitmaker with a string of major rap awards to her name, is known as much for her musical output as for her history of provocative and often offensive social media posts – including those targeting the transgender community. US rapper Azealia Banks performs during her concert in Paris on April 12. Photo: AFP But this time, her remarks struck a nerve with Thailand's online K-pop fandom, known for swiftly rallying to the defence of their idols.
Telegraph
07-05-2025
- Entertainment
- Telegraph
The £13 cuddly toys now being sold for thousands thanks to a celebrity craze
The must-have fashion accessory to be seen dangling off your arm this season isn't a Hermès Birkin or a Fendi Baguette. In fact, it's not a designer handbag at all. Instead it's a cuddly, sharp-toothed critter that you can clip to your handbag. Labubu Dolls are the trend taking over both social media and the style set, and fans are shelling out four-figure sums to get their hands on the furry elfin figures. Last week, shoppers queued for five hours outside Pop Mart, a Chinese toy shop near Oxford Circus in London, to snap up the latest Labubus. Depop, the fashion resale site, reports a 376 per cent rise in Labubu searches since December and videos of 'Labubu unboxing hauls' rack up millions of views on TikTok. Although prices start at £13, rare or collectable editions are selling online for as much as £2,500. But beware of what's known as 'lafufus' – that's fake Labubus. The Hong-Kong born artist Kasing Lung designed the gremlin-like creatures which he calls 'The Monsters' back in 2015. Labubu is the rabbit-eared iteration, which has since spawned more than 300 designs. 'I liked to read storybooks and was influenced by ancient European elf legends,' said Lung of his creations. 'Growing up, there were no game consoles or computers, so I had to draw dolls with a pen, so I had the idea of painting fairy tales since I was a child.' Although the dolls have been produced by Pop Mart since 2019, they went viral in April 2024, when Thai singer and actress Lalisa Manobal, who is best known for being in the K-pop band Blackpink, posted an Instagram story to her more than 106 million followers hugging a giant Labubu cuddly toy and wearing a Labubu swinging from her Louis Vuitton handbag. Jeremy Lee, a business director for Pop Mart, says the business was caught off guard by the sudden demand. 'She didn't inform my supply chain that 'Hey, I'm going to do this tomorrow, yeah. Get your stock supply ready,'' he recalls. Since then, these tiny toys have become the must-have accessory for fashion insiders keen to add a playful twist to their designer handbags. Just last month, Valentino handed out Labubu dolls as gifts at its Dubai pop-up. A Pop Mart event at a Los Angeles shopping mall was recently cancelled after chaotic scenes from eager shoppers. Labubu mania has swept up everyone from pop stars Rihanna and Dua Lipa to reality TV personalities Kim Kardashian and Olivia Attwood – and now men are joining in too, as the boom in men's handbags collides with a growing appetite for collectable culture. James Welsh, from Hampshire, a stylist turned YouTuber, has 30 Labubus and estimates that he has spent 'hundreds and hundreds but not quite thousands' on the dolls. 'I think they [provide] some real escapism for millennials, as it's like reverting to your youth with these toys and collectables,' he says. 'They're a way to express who you are. You can show that through the different characters, which add a pop of colour. Fashion is fun, it's not serious, at the end of the day; it's reflective of who you are.' Labubu dolls are the latest obsession in the booming 'kidult' market, where grown men and women are splashing serious cash on toys. In the 1990s, it was Beanie Babies; more recently, Jellycats became so sought-after they triggered a spate of thefts. In February, 35-year-old Ruby Smith from Suffolk was handed a suspended sentence for stealing nearly £3,000-worth of Jellycats from Norfolk garden centres. And this is no niche trend – according to market research firm Circana, adults now account for nearly £1 in every £3 spent on toys. 'During times of heightened uncertainty, such as economic instability, climate fear, and societal disruption, engaging with childlike activities provides psychological relief,' says Dr Carolyn Mair, a fashion business consultant and the author of The Psychology of Fashion. 'Carrying Labubu dolls allows individuals to project a curated image of playfulness, nostalgia and belonging to trend-driven or niche communities.' For Leanne Bayley, 41, a commerce specialist from Warwick, her Labubu doll is 'something fun that sparks joy'. 'I was shopping in Birmingham and the Pop Mart was absolutely heaving, so I thought I'd see what all the fuss was about,' she says. 'People were running in and buying these dolls and there were only two left, so I grabbed one. The woman at the till told me people had been queueing since 5am.' Bayley got home and unboxed the Coca-Cola special, a white Labubu sipping from a can of cola. 'It was red, so it went nicely with the red tote bag I take to work,' she says. 'My office was very divided on it. I'm fully aware it's a bit ridiculous to have a teddy bear hanging off you when you're 41, but I'm really proud that I own it. It's like a badge of honour.' Mair says the Labubu obsession also comes down to their clever marketing. The figurines are sold in what's known as 'blind boxes', so shoppers don't know which character they're getting until they open it. Mair says this can trigger the same dopamine rush associated with gambling wins. 'The thrill of the reveal, coupled with the chance of scoring a rare or limited-edition piece, keeps fans coming back for more,' she says. Rare-edition Labubus are almost impossible to find in shops. One of the most coveted, known simply as 'Secret', has just a 1.4 per cent chance of appearing in a blind box – and is currently up for auction on the online marketplace and clothing reseller, StockX, for nearly £1,600. Gabriella McCoy, 35, a lawyer from Kent, owns four Labubus. She says the blind boxes are a big part of the appeal for her. 'It's like being a kid again with the Pokemon cards and not knowing what you're going to get,' she says. 'I heard about Labubus on TikTok a month ago, and at first I thought they were weird and ugly, but then I really wanted one. I guess I was just influenced into liking them. They've gone to a whole new level now – I've heard of people making little outfits for their Labubus and jewellery for them.' Labubu dolls also tap into this season's growing trend for handbag charms. At New York Fashion Week, Coach styled oversized teddy bears swinging from sleek leather totes, while Miu Miu opted for monogrammed chains and cords, and Balenciaga layered keys, lockets and chunky hardware. Now, the look has filtered down to the high street, with stores such as M&S and Cos offering playful bag charms for summer. It's an aesthetic with roots in the style of singer and actress Jane Birkin, who famously adorned her namesake Hermès bag with ribbons, jewellery and keychains. The Labubu craze speaks to our growing desire for individuality – a way to personalise luxury – but it's also a savvy response to the cost of living crisis. We might not be able to justify a new designer handbag, but a charming new trinket to dangle from it? That feels just within reach. But if your charm of choice is a Labubu doll, be prepared to queue. These 'ugly-cute' critters have turned into a goldmine for Pop Mart – in 2024 alone, the Monsters IP (which includes Labubu) brought in $419 million, marking a staggering 726.6 per cent year-on-year growth. The craze has also catapulted creator Kasing Lung into the spotlight, with his Monsters illustrations gaining serious traction. In March, one of his pieces sold for £33,000. So, if you're tempted to join the Labubu craze, which one should you hope to unbox? The colourways sound almost edible – 'Green Grape,' 'Lychee Berry,' and 'Soy Milk' among them. Limited editions include a Vans collaboration and a whimsically titled 'Lazy Yoga' range. Leanne Bayley, for one, has her eye on a pink one to match her candy-coloured handbags. But how long before Labubus go the way of Beanie Babies – treasured, and then forgotten? One fashion insider tells me the savviest kidults are already moving on to Sonny Angels, Japan's cult naked cherub figurines. You heard it here first…
Yahoo
02-05-2025
- Entertainment
- Yahoo
Nicole Scherzinger, Jon M. Chu and Lisa Among Gold House's 2025 Most Impactful Asian Pacific Leaders
Nicole Scherzinger, Jon M. Chu and Blackpink's Lisa (Lalisa Manobal) are just three luminaries named to Gold House's A100 List, the definitive honor for the 100 most impactful Asian Pacific leaders across industries, including entertainment and media, fashion, business, social impact, sports and more. Chu, 45, is being honored for directing 2024's Wicked, the highest grossing musical adaptation globally. The blockbuster's follow-up, Wicked: For Good, opens on Nov. 21. In addition to Chu, Wicked actors Bowen Yang and Michelle Yeoh are also on the A100 list. Yang was doubly recognized along with cast of The Wedding Banquet, a remake of the Ang Lee queer dramedy. (In another coincidence, Lee was named a 2025 Gold Legend for his contributions to cinema). Scherzinger, 46, is receiving accolades for another Broadway production, Sunset Blvd. The former Pussycat Dolls singer told PEOPLE recently that her career parallels that of her character in the play, a fictional fading film star named Norma Desmond. 'I started at a very young age, and so I can really empathize with Norma; her childhood and her teens and her 20s were taken from her because she was too busy working and too busy being in the industry," Scherzinger said of their similarities. Related: Lucy Liu Recalls It Was 'Lonely' as an Asian Trailblazer in Hollywood, Says She's 'So Proud' of AAPI Entertainment Community Today Another pop star turned multi-hyphenate who made the list is Lisa (Lalisa Manobal). The Thai star, 28, is a member of the top K-pop girl group Blackpink and also starred as Mook in the third season of The White Lotus. Lisa's Blackpink bandmate ROSÉ was also named to the A100, alongside her "APT." collaborator Bruno Mars. Other musicians being honored are Charli XCX, Laufey and Tyla. Small screen honorees include Abdullah Saeed, Asif Ali, Saagar Shaikh and Poorna Jagannathan from the comedy Deli Boys, and Lee Byung-Hun, Lee Jung-jae and Hwang Dong-hyuk from Netflix's Squid Game season 2. The honorees will be celebrated at a slate of events throughout May, culminating with the Gold Gala in Los Angeles on May 10. To see the full 2025 A100 list, click here. Gold House's mission is to foster a cultural ecosystem that unites, invests in, and champions Asian Pacific leaders to power tomorrow for all. Read the original article on People
