Tyrande's wind can't blow into the internal entertainment?

Text | Xiaoyu

Tyrande's wind blowing into the inner entertainment?

In May, Qingdao Aikesh Airport Music Festival invited Billkin Ma Qunyao to participate, and the chorus of 10,000 people at the scene responded enthusiastically. Some organizers smelled a business opportunity, and then the festival lineup continued to involve Thai stars.

Dengfeng Songshan Music Festival has BKPP, Aikong Sizi, HYBS, Tianjin Bubble Island Music Festival has PP krit Lin Yikai, Guiyang Z Era Mountain Lake Music Festival has Nanon Huang Lerong, online rumors Rogef, Nunew Lin Jingyun and other Thai stars will also appear in Hangzhou, Ulan Butong and other music festivals.

For a time, the Thai circle concubine was comparable to the New Year. And what made them cheer was not only that, but also Rogev appeared in the guest list of Phi Ge 3, and the Gulf meeting Qingdao station was approved.

As the impact of the epidemic has subsided, the frequency of cultural and entertainment exchanges between China and foreign countries has increased again. The risk of cross-border recording has been reduced, while domestic film and television dramas and variety shows have gone out, foreign stars have also gained more opportunities to perform in the mainland. The wind of Korean entertainment has been blowing for a long time, and it is expected that Tai Xing's turn will benefit.

However, it may be too early to say that "the wind of Tyrande has blown into the internal entertainment".

There were many Thai stars who had previously intended to come to China for development. There are Mike, Push, Xu Zhixian, etc. who aim at the actor route, and Yang Yunqing, Zheng Naixin, Gao Qingchen, Yin Haoyu, etc. who have become idols and debuts, and there are countless short-term activities, but no one really gets a ticket to the top club. Compared with the period of the Korean Wave, Taifeng seems to be a little unconvinced in domestic entertainment.

01

Objectively existing cultural differences

The popular "Korean restriction order" has lasted for seven years, but Thai Entertainment, which also favors the Chinese market, has not been able to take the opportunity to dominate the country. The reason for this is that the cultural differences between each other cannot be ignored.

The recent acting experience and fan composition of this batch of Huatai stars is a testament to this. Most of their famous works are gay themes, and the Chinese fans they circle are mainly young audiences who can get this type of CP, and their public influence in domestic entertainment is limited.

The popular BKPP is the double abbreviation of Billkin and PP krit, who became popular with the Thai drama "Interpret My Love with Your Heart". The four sons of Ai Kong are the four male protagonists of "Love in the Air", and the masterpieces of Nanon, Nunew, Rogeff and Gulf are "Two Little Nothing", "Sweetheart Pie", "Gangster Young Master Falls in Love with Me" and "Living with Love", all of which are Thai rot series dramas.

Beauty itself is a niche culture, coupled with the large scale of these works, which leads to a small audience for their domestic entertainment. "Interpret My Love with Your Heart" has been the most well-known Thai drama in recent years, with more than 220,000 Douban netizens giving it a high score of 9.3, while the number of ratings of several other dramas has not reached the order of 100,000.

Compared with the field of domestic dramas, "Chen Qingling" has more than 1.74 million ratings, and "Mountain and River Order" has more than 580,000 ratings. In other words, Thai rotten dramas with similar nature should not yet touch the ceiling of the corresponding domestic entertainment market, and there is still a lot of room for growth.

However, it is obviously not an easy task to make a breakthrough.

Different from the delay of the main "socialist brotherhood", Taifu not only has a large plot scale, but also has nothing to do with "introverted" outside the play. Some dramas will start to lay the groundwork before filming, allowing actors to overlap in private activities and interact frequently through social platforms such as INS. During the broadcast period, in activities such as meet-and-greets, live broadcasts, and interviews, intimate physical contact and sweet interaction between the two are indispensable. After the drama is broadcast, CP will not be unbound, and more will follow the second and third pairs to play couples.

It has to be said that the dedication of Thai stars is particularly easy to make medium fans on the head, but the lack of an effective channel for purifying only fans and expanding only fans also means that it is difficult for individual actors to go further in domestic entertainment. After all, "going to the sea" is not a good word in domestic entertainment, and the large scale is also contrary to the aesthetic cognition formed by most people for a long time.

"Living with Love" CP is open and is currently unbound

In terms of language, writing, faces, customs and other aspects, the mainland's acceptance of Thailand and even Southeast Asia as a whole is not as good as that of Japan and South Korea. Yiding Media is the first company in China to introduce Thai dramas, and its senior management once said, "Chinese watching Japanese dramas and Korean dramas is under the East Asian cultural system, and there are more empathy points." When watching Thai dramas, there is no way to resonate a lot. ”

Of course, not only Thai corruption, but also popular themes such as Thai supernatural horror, family ethics, idol love and other popular themes exist between the domestic entertainment market.

02‍

Production, star making, subject matter

Earlier, most of the Thai male stars who came to China to develop were Thai puppets, and the way to open up the Chinese market was to appear in mainland dramas, and at the same time participate in the recording of various variety shows and evening activities. Among them, there are not no high-quality resources, but these Thai stars always lack some strength and have a little luck.

Mike is one of the well-known Thai male stars in domestic entertainment, which stems from his participation in a large number of events in China. In 2014, the Thai version of "Full House" made him a hit. Subsequently, he began to have a clear layout of internal entertainment, and successively starred in dramas such as "Heartless Mage", "The Legend of the Green Hill Fox", "Dear, Princess Disease", "Delicious" and movies such as "Never Expected: Journey to the West" and "Face Like Peach Blossoms", and also participated in popular variety shows such as "Chinese Restaurant" and "Brother Who Broke Through Thorns".

After him, there is Xu Zhixian, who has successively starred in dramas such as "If, Love", "Moe Wife Eater", "Alien Girl Chai Xiaoqi" since 2017, and Push Push has only been active in China for a short time, and starred with Song Yi in the online drama "Counterattack Star Bright Road".

But whether it is Mike and others who walk on two legs in China and Thailand, or more Thai stars who only rely on Thai dramas to radiate Chinese audiences, their public recognition in domestic entertainment is not as good as Song Hye Kyo, Song Joong Ki, Lee Jong-suk and other Korean actors.

Back in the TV era, Thai dramas have had a glorious period in the mainland market that is enough to wrench the wrist of Korean dramas, mainly thanks to channel advantages.

Back in 2002, CCTV8 Overseas Theater broadcast the first imported Thai drama "Pretty Maid". In the next six years, major TV stations focused more on introducing Korean dramas. However, since 2008, low-priced Thai dramas have attracted the attention of many local stations, especially Anhui Satellite TV, and have successively introduced classic Thai dramas such as "Battle of Angels", "Love and Hate", "Battle of Glass Diamonds" and "Golden Maid".

Although the quality is uneven, like Korean dramas such as "City Hunter", "Full House" and "My Name is Kim Sam Soon", these Thai dramas are the childhood memories of many young audiences today. They also made the faces of major actors such as Jessie Dabang, Pong, and Aff a household name on the mainland.

With the advent of the era of online broadcasting, the channel advantage brought by TV stations to Thai dramas has disappeared, and the radiation of Thai dramas to China has weakened. At the same time, the rapid development of the mainland entertainment industry has further squeezed the market share of Thai dramas in China.

Of course, this is not only the hindrance of Thai Star, but also Han Xing. It's just that Korean dramas rely on the right direction of evolution, which can still allow Korean stars to brush their presence in the Chinese market.

On the other hand, Thai dramas, which are still exporting traditional love, family and other themed dramas, are far inferior to Korean dramas and domestic dramas in terms of production level and star-making level, and it is difficult to attract a large number of Chinese audiences. Even if there is a plot with a big brain hole or a very bloody dog out of the circle, it will only be regarded as Internet fun by netizens, and they will not specifically go to chase the drama, resulting in limited influence of the corresponding actors.

On the other hand, both South Korean and Thai traditional themes have a trend of decline, and both countries caught the trend of streaming Netflix in 2016. Adhering to the principle of localization, Netflix focuses on class antagonism and the gap between the rich and the poor in the Korean market, including "Kingdom", "Squid Game" and "Dark Glory". The proposition of the Thai market has become religion and spirituality, and dramas such as "Forbidden Girl", "Desperate Island" and "Marriage on the Other Side" have been launched.

The two contents are placed in the Chinese market battle, and the high and low views are high. "Forbidden Girl" was also popular with mainland audiences when it was broadcast, but the suspected humiliation was boycotted by a large number of viewers, and more supernatural dramas did not show the quality of becoming a national hit.

See the real chapter with the works, even if Han Xing does not come to China for activities, they can maintain their popularity in domestic entertainment, and Tai Xing is slightly inferior in this regard.

03‍

The irreplaceability of the idol industry

In addition to dramas, the developed idol industry is also an irreplaceable entertainment content for K-pop in domestic entertainment.

After some Thai stars debuted as idols in Korea, they helped them gain Chinese fans more easily, such as BLACKPINK's Lisa and (G)I-DLE's Minnie. When the domestic entertainment draft was on the rise, Lisa participated in "Youth with You 2" as a mentor, but this type of Thai star has little to do with Thai Entertainment, and the influence generated mainly belongs to Korean Entertainment.

Speaking of domestic entertainment talent shows, while Korean idols come as mentors, there are also Thai young artists who are selected.

In the 2018 Tencent Video talent show "Creation 101", Yang Yunqing and Li Ziting, who joined Rocket Girl 101 with eighth and ninth places respectively, are both Thai-Chinese. Hard Candy Girl 303 member Jung Nai Xin, INTO1 members Ko Qingchen and Yoon Ho Woo are also from Thailand.

These limited groups have expired and disbanded, but Thai members still choose to develop in domestic entertainment. Like local idols, they mainly release albums and run variety shows, and some will also enter the group to film. For example, Zheng Naixin, starring in the sweet pet online drama "Please Confess First" is being broadcast on Tencent Video, and participated in variety shows and evenings such as "Chaoyang Song Center", "100% Open Mai", "Mountain and Sea Fantasy Night" and so on.

But what they have to face is that when they debut, they are not in a high position, and the traffic is difficult to match the head idol, and domestic film and television companies and video platforms are naturally more willing to give local popular artists opportunities. Especially on the track of actors, the magnitude of resources that these idols from Thailand have the opportunity to touch is estimated to be difficult to reach the level of artists such as Yang Chao, Yu Shuxin, Wu Xuanyi and so on.

Although the expansion of Korean entertainment is much stronger, Taixing also has some unique advantages in the hearts of domestic entertainment netizens.

Tai Xing, who has been working in China for a long time, is very serious in learning and Chinese, and after witnessing artists such as Zheng Naixin, Gao Qingchen, Yin Haoyu and other artists from language barriers to smooth communication, many netizens feel that their dedicated attitude is worthy of praise. Among the artists who came to China for a short time, Aikong Sizi specially sang Chinese songs at the Songshan Music Festival and won the friendship of the Internet. There are also down-to-earth business methods, frequent expressions of gratitude in words and actions, etc., which are all two-way trips that Chinese fans enjoy.

In any case, Taixing has always had a market in domestic entertainment, but the scale is in a state of flow. I don't know if this wave of Thai stars who came to China to work can expand this market a little more.