Why queer romance shows are booming across Asia - Asia Specific podcast, BBC World Service

Heated Rivalry & The Rise of Boys Love & Girls Love in Asia

Key Concepts:

• Boys Love (BL): A genre originating in Japan featuring romantic relationships between male characters, initially aimed at a female audience.
• Girls Love (GL): A genre mirroring BL, depicting romantic relationships between female characters, gaining prominence more recently.
• Yaoi/Yuri: Terms originating from Japanese manga used to categorize BL/GL content.
• Bishonen: Japanese term for androgynous, beautiful men, a common trope in BL.
• Escapism: The use of BL content as a form of escapism, allowing fans to enjoy romance without feeling sexualized.
• Cultural Context: The varying levels of LGBTQ+ acceptance and legal frameworks across different Asian countries (Japan, Thailand, China, Singapore, Malaysia, Indonesia, South Korea, Taiwan).

The Origins and Evolution of Boys Love

Boys Love (BL) content originated in Japan around the 1970s, initially as manga created by male artists who often sexualized women. The rise of the feminist movement led to female manga artists creating content featuring romantic relationships between beautiful, androgynous men (bishonen), offering a different perspective and a form of escapism for female readers. This content, often described as “romantasy” or romance fantasy, evolved from manga into dramas and, more recently, reality shows like Netflix’s The Boyfriend.

Dai Ota, the executive producer of The Boyfriend, noted they didn’t anticipate the show’s international success, reaching audiences from young people to those in their 50s and 60s, including both LGBTQ+ individuals and their parents, with a significant female viewership – a common trend in romance reality shows. Ota emphasized their aim for authenticity while acknowledging the show’s potential to educate those outside the LGBTQ+ community.

Thailand’s Adoption and Expansion of the Genre

While initially influenced by Japanese manga terms like yaoi and yuri, Thailand’s Boys Love (BL) scene developed from novels featuring male-male relationships. The adaptation of the popular novel Love Sick into a TV series marked a turning point, prompting increased production and demand. This was driven by the media industry’s need to attract younger audiences who were shifting away from traditional television.

More recently, Thailand has seen a surge in Girls Love (GL) content, beginning around 2022. While GL viewership is slightly lower than BL, it’s rapidly gaining popularity, evidenced by over 100 million views on YouTube and actresses holding fan meetings internationally, particularly in China.

Differences Between Japanese and Thai BL/GL Content

Derek Cai highlighted a key distinction between Japanese and Thai BL/GL content. Japanese BL often maintains a strict separation between the content itself and any overt LGBTQ+ political messaging, being primarily intended as art for a female gaze. Thai BL, however, has evolved to incorporate political themes, including discussions of same-sex marriage and LGBTQ+ rights. A producer from GMMTV stated there were “no limitations” in telling stories in Thailand, allowing for the inclusion of social issues.

Public Perception and Backlash

Despite the growing popularity of BL and GL content, acceptance of the LGBTQ+ community varies significantly across Asia. Thailand legalized same-sex marriage in 2023, while countries like Malaysia and Indonesia are unlikely to follow suit in the near future. In Japan, while the BL scene is energetic, societal acceptance remains nuanced, with a tendency towards politeness and avoidance of direct confrontation.

Backlash exists, particularly from religious groups in Thailand, but the increasing visibility of LGBTQ+ representation in media is seen by fans as a way to raise awareness and challenge societal norms. China has actively suppressed the portrayal of same-sex relationships in media, deeming them “abnormal” and “vulgar.”

Representation and Diversity within GL Content

Mork noted that Thai GL series often feature conventionally attractive, feminine-presenting actresses. While acknowledging this trend, she also pointed to emerging diversity, with recent series featuring characters with more masculine presentations and plans for a 2026 series focusing on a transgender woman. This shift reflects a growing awareness of the need for broader representation within the LGBTQ+ community, though the majority of GL content still prioritizes conventionally attractive aesthetics, driven by market demands for mass appeal.

The Role of Streaming Services and Social Media

Streaming services and social media have been instrumental in the global spread of BL and GL content. They provide accessibility beyond traditional television, allowing viewers to choose content that resonates with them. Social media platforms facilitate the creation of online communities, enabling fans to share and discuss their favorite shows, contributing to their viral popularity. This increased visibility is hoped to foster greater acceptance of LGBTQ+ individuals.

The Future of BL/GL and LGBTQ+ Acceptance

The potential for BL and GL content to pave the way for greater LGBTQ+ acceptance in Asia remains uncertain. Acceptance levels are heavily influenced by individual countries’ laws, religious beliefs, and societal norms. While Thailand and Taiwan are more progressive, other nations remain resistant to change. The continued growth of the genre, coupled with increased representation and visibility, may contribute to shifting attitudes, but significant challenges remain.

Notable Quote:

• Dai Ota (Executive Producer, The Boyfriend): “We didn't expect it to become so popular overseas, but we're very excited that it did… We wanted The Boyfriend to be authentic, but given this is Japan's first same-sex dating reality show, we knew that it would get media attention. So we wanted to make sure it also appeals to the non-LGBTQ community who can learn something new.”

Data/Statistics:

• YouTube views for Thai GL content: Over 100 million.
• Thailand legalized same-sex marriage in 2023.
• For a better part of a decade, media regulators in China have prohibited the portrayal of same-sex relationships on TV and web series.

Synthesis/Conclusion:

The rise of Boys Love and Girls Love content in Asia represents a complex phenomenon. Originating in Japan as a niche genre, it has flourished in Thailand and gained international popularity through streaming services and social media. While the content offers escapism and romance, its potential to promote LGBTQ+ acceptance is contingent on the specific cultural and legal contexts of each country. The increasing diversity in representation and the willingness of producers to address social issues suggest a positive trajectory, but significant challenges remain in overcoming societal biases and achieving full equality.