Korean cultural content has become deeply integrated into Thai consumers' daily lives, but media experts in Thailand believe that stronger localization efforts could unlock even greater potential for creating more distinctive and entertaining content. This perspective emerged during panel discussions at a major business forum focusing on Thailand-Korea collaboration.
Thai beauty influencer Anna Sueangam-iam explained how K-beauty has fundamentally transformed Thai women's understanding of skincare and beauty. She noted that Korean beauty trends have introduced a more comprehensive approach to skincare among local consumers, completely reshaping how Thai women view beauty as a whole. "Now, Thai women do not view makeup as mere external decoration. They place great importance on skin health, particularly facial skin," Anna said, emphasizing that "K-beauty has long contributed to this shift."
Anna's comments were delivered during the Ignite Thailand-Korea Business Forum, which was co-hosted by the Thai Embassy in Seoul, the Industrial Estate Authority of Thailand, and Herald Media Group, the publisher of The Korea Herald and The Herald Business. The event took place on Monday in Bangkok, bringing together industry leaders from both countries.
The beauty influencer also highlighted how Korean cosmetics' increasing use of herbal ingredients, such as mugwort, has inspired Thai cosmetic companies to adopt more natural formulations and move away from chemical-based products. This shift represents a significant change in the Thai beauty industry's approach to product development.
Anna, who boasts more than 697,000 followers on Instagram, revealed her plans to create innovative content that blends both cultures' beauty aesthetics. "I'm planning to introduce on my Instagram a new makeup style through a blend of K-beauty and T-beauty – mixing the Korean makeup style with Thailand's own unique aesthetics," she explained. This fusion approach could potentially create entirely new hybrid makeup styles that appeal to broader audiences.
Wirat Hengkongdee, director at Thai media company Workpoint Entertainment, advocated for stronger localization of Korean content within Thailand's media landscape. He argued that while Korea excels in unique formats and production techniques, Thailand holds a significant advantage in Southeast Asia due to its cultural resonance throughout the region.
Hengkongdee proposed that Thailand could function as a regional hub for collaborative productions with Korean creators. He pointed out that Thai dramas and films, particularly same-gender romance series, have developed strong followings in neighboring countries including Indonesia, Vietnam, and Malaysia. Additionally, he noted that Thailand's skilled workforce and comparatively lower labor costs could help offset the rising production expenses that Korea currently faces.
As a prime example of Thailand's successful reinterpretation of Korean content, Hengkongdee referenced "The Mask Singer Thailand." In 2016, Workpoint Entertainment purchased the licensing rights for the original Korean program "The Masked Singer," which was first broadcast by Seoul-based network MBC. The company then completely reimagined the show with Thai performers and cultural elements. The Thai adaptation proved highly successful, running for 12 seasons and winning several major entertainment awards in Thailand.
Aiyaphat Wankawisant, CEO of local digital marketing agency Go Online, offered insights into why Korean culture has achieved such significant influence in Thailand. She explained that the key lies in how Korean content seamlessly integrates multiple cultural elements – food, music, fashion, and everyday customs – within single platforms or productions.
"K-content has developed a strong cultural ecosystem, where Korean food, music, fashion and everyday customs appear naturally together within a single TV show or series – and these elements spill over into daily life for Thai viewers," Aiyaphat explained. She elaborated on this cultural integration, noting that "In the morning, they encounter Korean food; later, they listen to K-pop – both of which appear constantly in K-content – and these elements flow into Thai people's daily lives."
Aiyaphat also emphasized the increasingly important role that influencers play in promoting Korean culture throughout Thailand. She described these content creators as serving as cultural bridges between the two nations, helping to facilitate deeper understanding and appreciation of Korean culture among Thai audiences while also providing opportunities for cultural exchange and adaptation.
