Abstract:
The Thai Boys Love series has gained popularity since the 2010s, notably in China. Chinese fans have demonstrated their ability to popularize the Thai Boys Love series by translating and reediting the material, as well as by purchasing goods promoted by their favorite celebrities and going to events hosted by the brands. This research aims to examine the success and popularity of the Thai Boys Love series among Chinese fans and to analyze Chinese fandom and fan economy, as well as their economic effect. As a result, this research used a mixed methodology that included textual analysis on the text of two series, I Told Sunset About You and KinnPorsche the Series, focus group discussions with two groups of 8–9 participants aged 16–26, and a questionnaire survey that has garnered 401 valid data.
The investigation conducted has shown that the series' settings, including the filming locations with Chinese elements and the plot's color and tone settings and alterations, are significant. Chinese fans have to choose cloud connections shared on Wechat by the official accounts of fan subbing groups and other unproven platforms. Meanwhile, the most significant elements influencing their choices are gorgeous scenery and attractive story settings. The research, which used Caremate and Srichand as examples, revealed that attitude towards advertisements influenced by the endorser's attravtiveness, the product's fit, and congruency has a substantial impact on attitude toward the brand, which mostly affects purchasing intentions. Regarding the intention to attend events, attitude influenced by valuable souvenirs has largely also demonstrated their significance among subjective norms, perceived behavioral control, and itself.
