South Korea found tremendous success exporting soft power via K-pop and K-dramas globally for decades, establishing a strong fan base in Southeast Asia and Thailand, even during the pandemic.
Demand for K-pop entertainment has rebounded strongly following the pandemic as more concerts and fan meetings are held almost every weekend in Thailand, with most selling out quickly despite high ticket prices.
How did K-pop build such a huge market in Thailand?
The Korean wave hit Thailand in the 2000s with a fresh batch of dramas and music, dethroning the influence of Taiwanese and Japanese cultural exports within a few years.
A study of fandom by Hakuhodo Institute of Life…
