Tales from Thailand: the Power of Boys’ Love

How does Thailand use boys’ love to showcase modern masculinity?

Last July 2025, when Be On Cloud released the trailer for Shine, a Thai historical drama series starring Apo Nattawin and Mile Phakphum, fans worldwide were abuzz with anticipation.

Set between 1969 and 1971—a period of economic development, political tensions, and cultural rebellion in Thailand—Shine stars Apo as Trin, an idealistic and principled economist; and Mile as Tanwa, a free-spirited hippie and the frontman of the band Moonshine. Their lives intertwine and radically change when they meet Moira, a glamorously unapologetic widow, played by Nok Sinjai. 

Not only did the trailer mark the powerhouse duo’s reunion after three years since the action romance drama KinnPorsche: The Series, it also showcased an ensemble cast, set design, vintage costuming, and musical scoring that reiterated the huge investment that went into its creation. Beyond its home production company, Shine also received support from Thailand’s Ministry of Commerce, reiterating the country’s continuing push for the boys’ love (BL) genre as a form of ‘soft power.’

In a way, Shine represents how far the genre has vastly evolved in Thailand. In 2007, when the movie Love of Siam was released, it was initially promoted as a teenage love story between boys and girls; hence, its romance plot between two guys was met with controversy. Regardless, the movie enjoyed critical and commercial success, gaining a cult following and breaking barriers in Thailand at the time. 

After Love of Siam, similar stories largely remained within the domain of Thai web novels until around the early 2010s. 2014 saw a turning point in the genre when Love Sick: The Series aired, marking the first time that the relationship between men was at the forefront, not a subplot, of a show. In 2016, SOTUS became Thailand’s first global BL hit, largely due to its unique portrayal of Thai college life and its free availability on YouTube.

Thailand continued producing more BL shows, but it wasn’t until amid the pandemic when the genre exploded into a global phenomenon. In 2020, Thailand launched 2gether: The Series, introducing Vachirawit Chivaaree (Bright) and Metawin Opas-iamkajorn (Win). With audiences stuck at home and looking for a feel-good show to binge, the romantic comedy appealed worldwide with its fake lovers to real couple premise.

Two years later, Apo and Mile debuted in KinnPorsche, an action drama that combined a mafia storyline with romance and emotional depth. The quartet would later on propel the genre to wider global renown, and the fashion industry took notice. Each became global ambassadors for luxury labels and mainstays at global fashion weeks. The combined star power of these men and the rising popularity of their fellow actors and their respective shows have generated millions of dollars in revenue and media values for the Thai entertainment industry and the various brands that these actors represent.

But beyond fashion and entertainment, boys’ love shows have helped spark social and cultural changes within the region. The genre’s portrayal of emotional and vulnerable men (and the unique relationships that arise between such characters) has allowed audiences to witness a different kind of masculinity—one that isn’t bound by overt displays of toughness or the suppression of emotions. Countries like the Philippines, Taiwan, South Korea, and even China have increased their production of similar shows, signalling increasing openness to the genre.

Boys’ love is a genre that has empowered Thailand—and by extension, Southeast Asia—to take up space in the global cultural conversation, much like how Japan took over with animé and South Korea had the world ride the Hallyu wave. But more importantly, it has allowed people to understand the complex relationships among men, showcasing that emotional depth and sensitivity are integral parts of modern masculinity.

Photos courtesy Be On Cloud