Portrayal of Thai Soft Power in Thai Series: A Case Study of I Told Sunset About You

Xin Fan; Salas Supalakwatchana

doi:10.69650/jcdrhs.2025.891

Authors

Xin Fan Bangkok University International, Bangkok University, Pathum Thani, Thailand
Salas Supalakwatchana School of Communication Arts, Bangkok University, Pathum Thani, Thailand

DOI:

https://doi.org/10.69650/jcdrhs.2025.891

Keywords:

I Told Sunset About You, Soft Power, Series, Thailand, Cultural Representation, Portrayal, Cultural Communication, Boys Love

Abstract

This study examines the portrayal of Thai soft power in “I Told Sunset About You”, focusing on its role as a cultural export aligned with Thailand’s “5Fs” strategies (Food, Fashion, Film, Fighting, and Festivals). Through qualitative textual analysis, the research explores how the series integrates Thai cultural elements such as language, cuisine, festivals, and regional settings in Phuket, while addressing universal themes of identity and LGBTQ+ representation. By blending cultural authenticity with emotional storytelling, the series enhances cross-cultural understanding and empathy. Its depiction of Southern Thai identity and nuanced narratives positions “I Told Sunset About You” as a tool for cultural diplomacy, boosting Thailand’s global reputation, tourism, and soft power. The findings underscore the transformative potential of Thai BL media in promoting cultural exchange and inclusivity, contributing to Thailand’s leadership in Southeast Asian media and cultural exports.

References

Baudinette, T. (2019). Lovesick, The Series: Adapting Japanese ‘Boys Love’ to Thailand and the Creation of a New Genre of Queer Media. South East Asia Research, 27(2), 115–132. https://doi.org/10.1080/0967828x.2019.1627762

Fan, X., & Komolsevin, R. (2024). Exploring Cultural Representation: A Case Study of Foreign Cultures in the Chinese Television Program “Informal Talks”. BU Academic Review, 23(2), 60-79. Retrieved from https://so01.tci-thaijo.org/index.php/buacademicreview/article/view/272798

Geun, L. (2009). A Soft Power Approach to the “Korean Wave”. The Review of Korean Studies, 12(2), 123-137.

Global Times. (2020, November 12). Thai Stars on the Rise in China, While South Korean Celebrities Get Cold Shoulder. Retrieved from https://www.globaltimes.cn/page/202011/1206633.shtml

Hammack, P. L., & Wignall, L. (2023). Sexual and Gender Diversity in the Twenty-First Century. Current Opinion in Psychology, 52, 101616. https://doi.org/10.1016/j.copsyc.2023.101616

IMDb. (2020). I Told Sunset About You [The Internet Movie Database]. Retrieved from https://www.imdb.com/title/tt13368804/

Lee, S. T. (2022). Film as Cultural Diplomacy: South Korea’s Nation Branding Through Parasite (2019). Place Branding and Public Diplomacy, 18, 93–104. https://doi.org/10.1057/s41254-020-00192-1

MGR Online. (2020, October 22). Synopsis of I Told Sunset About You [เรื่องย่อ “แปลรักฉันด้วยใจเธอ”]. Retrieved from https://mgronline.com/drama/detail/9630000108346

Miao, X. (2022). Analysis of Thai TV Drama “I Told Sunset about You” Based on Editing Theory. Art Research Express, 11(2), 44–49. https://doi.org/10.12677/arl.2022.112009

Ministry of Foreign Affairs, Kingdom of Thailand. (2024, January 28). Signing Ceremony of the Agreement between the Government of the Kingdom of Thailand and the Government of the People’s Republic of China on Mutual Visa Exemption for Holders of Ordinary Passports and Passports for Public Affairs [Press Release]. Retrieved from https://www.mfa.go.th/en/content/thcn280124?cate=5d5bcb4e15e39c306000683e

Mocarski, R., King, R., Butler, S., Holt, N. R., Huit, T. Z., Hope, D. A., … Woodruff, N. (2019). The Rise of Transgender and Gender Diverse Representation in the Media: Impacts on the Population. Communication, Culture & Critique, 12(3), 416-433. https://doi.org/10.1093/ccc/tcz031

Niwon, S. (2020). Films as French Soft Power: The Case of Thailand (Master’s Thesis). Chulalongkorn University, Bangkok. https://doi.org/10.58837/CHULA.THE.2020.204

Nye, J. S. (2004). Soft Power: The Means to Success in World Politics. New York: Public Affairs.

Otmazgin, N. K. (2008). Contesting Soft Power: Japanese Popular Culture in East and Southeast Asia. International Relations of the Asia-Pacific, 8(1), 73–101. https://doi.org/10.1093/irap/lcm009

Panyawutthitham, T. (2024). Cultural Policy of the Government of Ms. Paetongtarn Shinawatra. Journal of Interdisciplinary Social Development, 2(6), 1-18. https://doi.org/10.14456/jisdiadp.2024.17

Prasannam, N. (2019). The Yaoi Phenomenon in Thailand and Fan/Industry Interaction. Plaridel, 16(2), 63-89. https://doi.org/10.52518/2020.16.2-03prsnam

Prasannam, N., & Chan, Y. (2023). Thai Boys Love (BL)/Y(aoi) in Literary and Media Industries: Political and Transnational Practices. Intersections: Gender and Sexuality in Asia and the Pacific, (49), 1-6. https://doi.org/10.25911/FC44-RB16

Ramadhani, A. S., & Prastuty, L. (2020). The Gay Culture in I Told Sunset About You Series as Depicted by Teh and Oh-Aew’s Character. Alphabet, 3(2), 79-86. Retrieved from https://alphabet.ub.ac.id/index.php/alphabet/article/view/160

Roongsangjun, T. (2023). Soft Power and the Development of Thai Society. Journal of Social Work and Social Administration, 31(1), 89-117. Retrieved from https://so04.tci-thaijo.org/index.php/swjournal/article/view/261046

Rubin, J. D., Atwood, S., & Olson, K. R. (2020). Studying Gender Diversity. Trends in Cognitive Sciences, 24(3), 163-165. https://doi.org/10.1016/j.tics.2019.12.011

Seoul Drama Awards Organizing Committee. (2021, October 21). [2021 Web Mag #8] Seoul International Drama Awards 2021 Winner. Retrieved from https://www.seouldrama.org/eng/bbs/board.php?bo_table=webzine&wr_id=113

Taemphimai, A., Philangam, N., & Pitathasang, P. (2021). Storytelling and Semiotics of the Series “I Told Sunset About You”. Journal of Applied Informatics and Technology, 3(2), 136–154. Retrieved from https://ph01.tci-thaijo.org/index.php/jait/article/view/245125

Tanakasempipat, P. (2025, January 23). Thailand Ushers Southeast Asia’s First Same-Sex Marriages. United Nations Thailand. Retrieved from https://thailand.un.org/en/287920-thailand-ushers-southeast-asia%E2%80%99s-first-same-sex-marriages#:~:text=23%20January%202025,rights%20for%20same-sex%20couples

The Nation. (2023, January 23). TAT Launches New Guidelines to Promote Thailand’s 5 Soft Powers. Retrieved from https://www.nationthailand.com/thailand/policies/40024272?utm_source=chatgpt.com

Tortermvasana, K., Leesa-Nguansuk, S., & Worrachaddejchai, D. (2022, May 5). Asia Falls in Love with Thai Boys Love. Bangkok Post. Retrieved from https://www.bangkokpost.com/business/general/2305042/asia-falls-in-love-with-thai-boys-love#

Vivatanapaiboonlap, P., & Pham, H. (2024, April 1). Thailand’s Soft Power for the Creative Economy. US-ASEAN Business Council. Retrieved from https://www.usasean.org/article/thailands-soft-power-creative-economy?utm_source=chatgpt.com

Wei, Z., & Kesaprakorn, P. (2023). Impact of Personal Characteristics and Storytelling Techniques of Thai Series Y on Young Audiences’ Acceptance of LGBTQ: A Case Study of “I Told Sunset About You”. In The 14th Hatyai National and International Conference, Hatyai University, May 19, 2023 (pp. 76-89). Songkla: Hatyai University. Retrieved from https://www.hu.ac.th/conference/proceedings/#

Zhang, C. Y., & Dedman, A. K. (2021). Hyperreal Homoerotic Love in a Monarchized Military Conjuncture: A Situated View of the Thai Boys’ Love Industry. Feminist Media Studies, 21(6), 1039-1043. https://doi.org/10.1080/14680777.2021.1959370

Zheng, Y. (2022). An Analysis of Success and Popularity of Thai Boy Love Series Among Chinese Fan (Master’s Thesis). Chulalongkorn University, Bangkok. https://doi.org/10.58837/CHULA.THE.2022.85

Zheng, Y., & Common, T. B. (2024). An Analysis of Success and Popularity of Thai Boys Love Series Among Chinese Fans. Communication and Media in Asia Pacific, 7(1), 44-59. https://doi.org/10.14456/cmap.2024.4

Zsila, Á., & Demetrovics, Z. (2017). The Boys’ Love Phenomenon: A Literature Review. Journal of Popular Romance Studies, 6, 1-16. Retrieved from https://www.jprstudies.org/2017/04/the-boys-love-phenomenon-a-literature-reviewby-agnes-zsila-and-zsolt-demetrovics/