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sawadeekannyeong · 3 years

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Thailand: Southeast Asia’s unexpected epicentre of K-pop

How Thailand contributes to South Korea, and how South Korea gives back in return

i. Intro

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Video: Clip from Thai entertainment show hosted by Moddam Kachapa. (Source: YouTube)

On September 11, 2021, Thai MC Moddam Kachapa talked about the solo debut success of Blackpink’s Lisa.

“This is what we call world class, truly world class, it’s finally happened to our country.”

Lisa (real name Lalisa Manoban), a K-pop idol who was born and raised in Thailand, got her start under YG Entertainment in 2016, as a member of girl group Blackpink. The group itself has achieved worldwide success, even being credited by South Korean president Moon Jae-In for spreading K-pop content across the globe. Lisa is the only member of the group who is not Korean, and the third to break out into solo endeavours.

Her debut single album Lalisa was considered a huge success. With 736,000 copies sold in South Korea within the first week, it broke the all-time record for most sales in a single week for any release by a female musician — leaving her more than worthy of a celebration.

But in acknowledging Lisa’s success, Kachapa discredited the success of other Thai K-pop idols in the industry: namely, 2PM’s Nichkhun and GOT7’s BamBam.

“We’ve never seen a (Thai) superstar go this far - back then we had Nichkhun, but he wasn’t successful to this degree. We also have BamBam, but he too didn’t manage to get this far.”

Photo: Screenshots of netizens’ tweets regarding Kachapa’s statements. (Source: Twitter)

His statements struck a chord with long-time fans of both artists, who felt there was no need to bring them down in order to praise Lisa. Many even acknowledged that the three are friends, and did not see one another as competition.

Photo: BamBam, Nichkhun and Lisa with one another. (Source: various)

This incident proves one thing – Thai fans of K-pop are proud of all the success their own citizens have achieved, and actively acknowledge that debuting in the K-pop industry is an achievement to laud over. It reflects the level of respect Thai netizens have for K-pop, revealing just how popular K-pop is in Thailand.

ii. The import of Thai idols

A survey conducted with 500 Thai citizens in 2019 revealed that 45.6 percent of respondents considered K-pop to be very popular in the nation, with an additional 27.2 percent considering it to be quite popular. The Korean Wave, specifically the rise of K-pop, has been present in Thailand for more than decade now.

The import of talents like Nichkhun, BamBam and Lisa are both a result of this rise, and also help to maintain this popularity. The respect they are treated with in their home country is nearly unparalleled.

Nichkhun (2PM)

In 2005, when he was just 17, Nichkhun was scouted by JYPE Entertainment representatives while at the Los Angeles Korean Music Festival with some friends. He admitted to having no knowledge of Korean culture, and did not understand why he was scouted.

“I didn’t know any singers, I didn’t know what JYP was and when I was scouted, I was really skeptical about it because I don’t really speak Korean, I didn’t know anybody there.”

The Los Angeles Korean Music Festival (now known as the Korea Times Music Festival) was launched in 2003 to give Korean-Americans living in Southern California a taste of “home”. The festival grew increasingly popular among non-Koreans, due to the widespread recognition of Korean culture in the United States, and in 2013, 95 per cent of tickets were purchased by non-Koreans.

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Video: 2PM performing at the 2014 Los Angeles Korean Music Festival. (Source: YouTube)

The booming presence of the Korean community in Southern California and the rise of Hallyu in the United States were both factors that contributed to Nichkhun’s recruitment into JYPE. His debut as a member of 2PM in 2008 cemented his status as the world’s first K-pop idol from Thailand.

He is incredibly popular in his home country, earning the nickname “Thai Prince” for his good looks, wealth and talent. He also acknowledges that as a foreign K-pop idol, he helps to globalise K-pop, and spread awareness of it beyond just South Korea.

I think I’m the international bridge that connects the group to places outside Korea. If the group were only Korean members, the reach would be very Korean. But because I’m there, I make the group a little more international.

BamBam (GOT7)

BamBam (born Kunpimook Bhuwakul), is a member of GOT7, formerly under JYP Entertainment. Growing up in Thailand, his interest in Korean culture was primarily because his mother was a huge fan of singer Rain. The two of them even attended some Rain concerts together in Thailand, a testament to the singer’s popularity in the region.

BamBam actively took part in K-pop competitions growing up in Thailand, like a Rain cover dance competition, and the Thailand LG Entertainer Competition (which 2PM’s Nichkhun and Blackpink’s Lisa were coincidentally both present at).

Photo: BamBam, Nichkhun and Lisa at the Thailand LG Entertainer Competition. (Source: YouTube)

At 13, BamBam passed the JYP World Tour Audition in Thailand and subsequently moved to South Korea to become a JYPE trainee. Debuting with GOT7 in 2014, his popularity in Thailand soared and BamBam went on to receive the nickname “Thai Prince”, just like his predecessor Nichkhun.

He endorses many brands in Thailand, including mobile network operator AIS, Yamaha, and Vivo.

“Someone had called me “nation’s treasure” before. I felt really good when I heard it. I want Thai people to be proud of me. I am proud of being Thai. I always say it wherever I go. We’re K-pop idols or whatever, we’re still Thai.”

Lisa (Blackpink)

Lisa’s story of how she debuted is similar to that of BamBam’s. In 2010, she attended an open audition held by YG Entertainment in Thailand, and was the only winner out of approximately 3000 contestants. Moving to South Korea at the mere age of 13, she proceeded to become YG’s first non-Korean trainee.

Since Blackpink’s debut in 2016, the group has achieved constant success. Lisa’s fame is nearly unparalleled – she is the most followed K-pop idol on Instagram, boasting 61.9 million followers (as of October 2021).

The star, who like Nichkhun and BamBam is highly respected in Thailand, made sure to boast her Thai roots in her debut single.

"I wanted my album to give a Thai feel as its gem, and YG's producer, Teddy, arranged the lead track in the way I expected. I also sported Thai outfits in its music video and made traditional Thai dance movements.”

The ever growing globalisation of K-pop, like Korean music festivals and idol auditions held in other countries, contribute to the growing pool of non-Korean K-pop idols. K-pop is becoming increasingly accessible, not just for fans, but for those aspiring to join the industry.

Other Thai idols have sprouted in the K-pop industry since, like NCT’s Ten, CLC’s Sorn and G-Idle’s Minnie. All of them contribute to growing cultural relations between Thailand and South Korea, as South Korean President Moon Jae-In said himself.

“ In particular, the peoples of our two countries are curious about each other and share a mutual affection. A number of talented young Thais are making a name for themselves on the world stage as members of K-pop acts, including Nichkhun of 2PM and Lisa of Blackpink.”

iii. Getting what you give

Where K-pop has benefitted from Thailand, Thailand has benefitted from K-pop.

All of the “Big 3” labels – JYP, YG and SM – have expanded their businesses to Thailand: JYP launched JYPE Thailand in 2010, its official Southeast Asian branch. The following year, SM launched a joint venture called SM True with Thailand’s The Visions Group. And just this year, YGMM was launched as a joint venture between YG and Thailand’s GMM Grammy.

Korean music festivals and conventions are also commonplace in Thailand. In 2011, to celebrate its 50th anniversary, South Korea’s Munhwa Broadcasting Corporation (MBC) held the MBC Korean Music Wave in Bangkok. It featured the biggest groups of the time, like TVXQ, Miss A, Girls’ Generation and SG Wannabe, and was hosted by 2PM’s Nichkhun, alongside Yuri and Tiffany from Girls’ Generation. MBC Korean Music Wave returned to Thailand two more times, and its last iteration received a turnout of 20,000 fans.

Photo: Tiffany, Nichkhun, and Yuri at MBC Korean Music Wave in Bangkok 2011. (Source: Soompi)

More recently, in 2018 and 2019, Thailand became the only Southeast Asian country to host KCON. The convention, held to celebrate all forms of Korean culture, originally began in 2012, in the United States, and has since expanded to eight countries. Thailand’s KCON was hosted both times by 2PM’s Nichkhun, and saw performances from artists like Stray Kids, Iz*One and GOT7.

Photo: GOT7 at KCON 2018, including BamBam (3rd from right). (Source: Tofupop Radio)

Now, the COVID-19 pandemic might have halted K-pop concerts and conventions in Thailand for the time being, but the craze shows no signs of stopping. The K-pop phenomenon has trickled its way down to Thailand’s grassroots, benefitting blue collar workers like tuktuk drivers and roadside hawkers.

Photo: Thailand’s popular tuktuks are now adorned with K-pop idol advertisements. (Source: Reuters)

The drivers of Thailand’s distinctive tuktuks have been hit financially by the pandemic, with most of their income normally coming from excited tourists. According to Reuters, avid K-pop fans have been turning to these tuktuks as a way to advertise their favourite idols. As part of a larger anti-government protest, teenagers stopped paying for their K-pop idols to be advertised on public transport, and instead mobilised tuktuks to celebrate birthdays and album launches.

Samran and many others now drive their empty tuk tuks around Bangkok with a banner of a different K-pop sensation each month, stopping for young Thai fans to take pictures and use their service, often with tips.

Similarly, meatball vendors in Lisa’s hometown of Buriram in Thailand have seen a rise in sales of up to 1000 per cent since an unexpected shoutout from her. In an interview on popular Thai talkshow The Woody Show, Lisa mentioned missing the meatballs sold near the train station in her hometown.

Photo: Meatballs being sold in Lisa’s hometown in Thailand. (Source: Bangkok Post)

“People buy and eat them right there at Buriram train station. They’re really popular. The highlight is the sauce found only in Buriram.”

Business had struggled for these vendors as a result of the pandemic, with many people afraid of eating out. Some vendors even had to shut down stalls.

"Now some shops have about 2,000 orders a day. This is unprecedented and business is even better than pre-Covid 19," said Bordin Ruengsuksriwong, the provincial Tourism Industry Council president.

It is no doubt that when pandemic restrictions ease up, more Thais will find themselves flocking to South Korea to follow in the footsteps of Nichkhun, BamBam and Lisa, while K-pop groups will be marking Thailand down in their tour dates.

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