Portrayal of Thai Soft Power in Thai Series: A Case Study of I Told Sunset About You

This study examines the portrayal of Thai soft power in “I Told Sunset About You”, focusing on its role as a cultural export aligned with Thailand’s “5Fs” strategies (Food, Fashion, Film, Fighting, and Festivals). Through qualitative textual analysis, the research explores how the series integrates Thai cultural elements such as language, cuisine, festivals, and regional settings in Phuket, while addressing universal themes of identity and LGBTQ+ representation. By blending cultural authenticity with emotional storytelling, the series enhances cross-cultural understanding and empathy. Its depiction of Southern Thai identity and nuanced narratives positions “I Told Sunset About You” as a tool for cultural diplomacy, boosting Thailand’s global reputation, tourism, and soft power. The findings underscore the transformative potential of Thai BL media in promoting cultural exchange and inclusivity, contributing to Thailand’s leadership in Southeast Asian media and cultural exports.