An Analysis of the Competitive Environment of the Thai Boys’ Love (BL) Series Industry: Policy Recommendations for Enhancing Global Competitiveness

Abstract

This study analyzes the competitive environment of the Thai Boys’ Love (BL) series industry and to provide policy recommendations for enhancing international competitiveness. The research applies the SWOT analysis framework integrated with Porter’s Five Forces Model. The methodology combines in-depth interviews with nine key informants involved in the BL series industry and a review of relevant literature, research, and statistical data. The findings indicate that the Thai BL industry has strong potential for international expansion and has gained recognition as a regional leader in Asia. Key supporting factors include a highly loyal fan base, internationally recognized actors, and the role of streaming platforms in expanding audience reach. However, the industry faces structural constraints, particularly inconsistent production quality linked to budget limitations and a limited supply of high-quality scripts. The industry is highly competitive, with large producers leveraging capital, distribution channels, and fan bases, while smaller producers encounter costs and low bargaining power. Competitive strategies primarily emphasize content differentiation and fan engagement through main characters pairings (khu’gine) and customized audience activities. The results suggest that enhancing competitiveness requires a focus on script development and production quality through targeted financial support, tax incentives, and measures to strengthen industry credibility.