Opportunities and Challenges for the Thai Content Industry Penetrating the Japanese Market

Abstract

This paper examines the opportunities and challenges for the Thai content industry in penetrating the Japanese market. The objective is to identify strategic opportunities and unique challenges, focusing on cultural, economic, and market-specific factors. Employing a mixed-methods approach, the study analyzed secondary data on the Japanese entertainment industry and conducted in-depth interviews with key stakeholders. Findings indicate that while Japan's diverse media landscape and growing interest in international content present significant potential, especially for Thai Y-series (BL), the market is highly competitive. Challenges include language barriers, limited distribution channels, and complex regulations. Analysis using Porter's Diamond Model reveals strengths in Thailand's unique cultural offerings and creative talent but highlights weaknesses in market access and coordinated promotion. Recommendations include government-led initiatives fostering cultural exchange and collaborations with Japanese companies, alongside private sector strategies focusing on targeted marketing and subtitling for broader audience reach. A long-term, multifaceted approach is crucial for the Thai content industry to successfully navigate the complexities of the Japanese market and achieve sustainable growth.