Cool Japan turns hot in Thailand anime boomーNHK WORLD-JAPAN NEWS

Key Concepts

• Cool Japan: A Japanese government initiative to promote Japanese culture (anime, manga, food, etc.) globally.
• Soft Power: The ability to influence others through cultural appeal rather than coercion.
• Streaming Services: Digital platforms that have accelerated the accessibility and consumption of anime.
• Multimedia Production: The technical field encompassing character design and 3D animation.

The Growth of Anime Culture in Thailand

The influence of "Cool Japan" has transcended mere pop culture in Thailand, evolving into a robust economic and educational sector. The Thai market is currently experiencing a significant surge in interest, evidenced by the anime festival held in Bangkok from January to March, which saw attendance nearly double to 140,000 participants compared to the previous year.

Cultural Synergy and Relatability

Rujidat Winnipon, a researcher of anime culture, argues that the success of Japanese animation in Thailand is rooted in deep-seated cultural and philosophical similarities between the two nations.

• Emotional Resonance: Winnipon notes that Japanese anime utilizes specific phrasing and storytelling techniques that "touch the heart" of Thai audiences.
• Generational Impact: Paon Honarun, a store owner with 100,000 titles in her inventory, highlights that anime leaves a lasting impression on children, often turning childhood hobbies into lifelong passions and professional careers.

Market Drivers and Consumption Patterns

The expansion of the anime market in Thailand is driven by several key factors:

• Digital Accessibility: The rapid proliferation of streaming services on mobile devices and televisions has made content more accessible than ever.
• Social Media Engagement: Thailand boasts high social media activity. According to research, 22% of Thai respondents—the highest among surveyed countries—report watching anime daily. This high engagement leads to rapid, organic promotion of new series.
• Merchandise Growth: The demand for limited-edition merchandise and physical collectibles is fueling a growing retail market in central Bangkok.

Educational Infrastructure and Future Outlook

Beyond consumption, there is a growing movement toward local production. A local technical college has integrated an anime production course into its multimedia program, currently serving 450 students.

• Skill Acquisition: The curriculum focuses on foundational skills, including character design and 3D animation.
• Strategic Goal: Students aim to gain experience in Japanese studios to master cutting-edge techniques, with the ultimate goal of returning to Thailand to build a domestic industry.
• Industry Challenges: While Thailand currently lacks the established infrastructure of Japan’s mature anime industry, the focus is on building a foundation to eventually produce original content and professionalize the local sector.

Synthesis

The anime phenomenon in Thailand has moved beyond passive consumption to become a significant cultural and economic force. Driven by cultural affinity, high digital connectivity, and a proactive educational approach, Thailand is transitioning from a consumer of Japanese media to a potential future producer. The synergy between Japanese creative output and Thai enthusiasm suggests a sustained period of growth for the industry in the region.