The Hong Kong consumers' perceptions of Boys' Love dramas and their attitudes toward Thailand and the gay community

Abstract

This research aimed to explore Hong Kong consumers' perceptions and attitudes toward Thai Boys' Love (BL) dramas, Thailand, and the gay community. To conduct the research, a qualitative approach is used with the instrument of in-depth interviews. A total of twelve Hong Kong consumers participated in this study. They are aged between 18-30 years old. The results depicted that Over-the-top (OTT) streaming platforms and reference groups contributed to the distribution and exposure of Thai BL dramas in the Hong Kong market. Aesthetic elements, actors, storyline, and Thailand culture are the elements that attract participants to watch Thai BL dramas continually. With their consumption, they found differentiation between Thai BL dramas and other countries' production based on storyline and story setting. Besides, they receive positive messages related to homosexual relationships through Thai BL dramas. Participants owned favorable beliefs regarding Thailand and Thai BL drama in terms of inclusion and gender diversity. Traveling intention is shown by the participants to Thailand. They also connected emotionally with the romantic plots and the cooperation between leading male roles. Moreover, participants revealed favorable beliefs and positive feelings toward the gay community.