Bangkok: The Thai-Chinese Journalists Association, in collaboration with the Thai-Chinese Media and Business Administration Institute, organized a special lecture under the 'Young Executive Program 3' for the academic year 2026 at the M Group Building on Saturday, February 28, 2026. The event was supported by the Embassy of the People's Republic of China in Thailand, the Thai-Chinese Chamber of Commerce, and China Media Group. The event featured two distinguished speakers: Assoc. Prof. Dr. Sanpach Jiaranannont, Deputy Dean for Quality Assurance and Research at Ban Somdej Phraya Rajabhat University, and Dr. Nattha Komolwatin, News Director from THE STANDARD. Over 40 executives from various industries and media representatives attended the event.
According to Thai News Agency, in his first lecture on Thai-Chinese entertainment, Assoc. Prof. Dr. Sanpach Jiarananon highlighted a significant shift in the entertainment industry driven by consumer behavior and technology, particularly the rise of vertical dramas or micro-dramas, which originated and experienced rapid growth in China. This change is not just a shift from horizontal to vertical aspect ratio, but a revolution in storytelling methods, transforming content into fast-paced, concise, and easily accessible content. Each episode is only 1-3 minutes long and designed with a hook every 10 seconds to appeal to younger generations who have shorter attention spans and demand immediate entertainment without complex plot developments.
The key to the immense popularity of vertical-format Chinese dramas in Thailand lies in their portrayal of stories-joy, sorrow, conflict, and humor-that clearly reflect fundamental human interests. These themes include struggle, revenge, time travel, and sudden shifts in social status. Furthermore, the business model is appealing with its tiered payment system, making it less of a financial burden compared to monthly subscriptions. While AI is now being used in production and translation to speed up content delivery, preserving the essence and nuances of the language remains crucial for human interpretation and refining the emotional depth to truly connect with Thai consumers.
In terms of production, China has a significant advantage due to its large studios and assembly line production systems, enabling it to produce dozens of episodes in just a few days. Meanwhile, Thailand is seeing major television stations adjusting by reducing the proportion of traditional dramas and focusing more on online content, particularly the growth of niche series that can build a large fan base with high purchasing power and even transcend the Chinese market. This reflects the blurring of the lines between film, television dramas, and online content, and the future success of the entertainment industry will depend on keeping pace with evolving consumer screen usage habits.
In her geopolitics presentation, Dr. Nattha Komolwatin provided a deeper overview of Thai-Chinese relations through the topic of "50 Years of Relations," amidst a world clearly divided into two superpowers: China and the United States. Competition in the current era is no longer limited to trade tariffs as in the past, but has expanded to include advanced technological warfare such as semiconductor chips, artificial intelligence, and quantum computing, as well as a struggle for influence in various security arenas. These directly impact supply chains and economic policies of ASEAN countries, including Thailand.
Thailand currently faces a critical need to balance its interests with both superpowers. While the United States remains a key ally in security and military training, China has emerged as Thailand's number one trading partner and major investor in future industries, particularly the electric vehicle (EV) market, where Chinese brands dominate. China also invests in digital infrastructure and clean energy. However, challenges include the influx of cheap Chinese goods through e-commerce platforms, impacting small domestic businesses, and transnational cybercrime, a significant issue requiring collaborative solutions from both countries.
Finally, Dr. Nattha emphasized that on the occasion of the 50th anniversary of diplomatic relations between Thailand and China this year, Thailand's crucial challenge is not choosing sides, but rather building bargaining power and managing risks wisely. Thailand must accelerate the diversification of its economic base and maintain its technological sovereignty to avoid becoming merely a battleground for superpowers. Sustainable relationships over the next 50 years must be based on an understanding of the dynamics of a new global landscape that is no longer free and borderless, but rather a world of choosing alliances and creating balances to safeguard the interests of the people and national sovereignty.