포스트 한류의 문화 동역학: 태국 웹툰과 콘텐츠의 순환 및 재생산
Post-Hallyu Cultural Dynamics: Thai Webtoons and the Circulation of Content
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This study examines the cultural dynamics of content circulation and reproduction through a comprehensive analysis of Thailand’s webtoon industry, which has emerged as a key case in the digital transformation of East Asia’s cultural industries. While Korean webtoons (K-Webtoons) have achieved global success, Thailand has evolved from a content consumer to a co-producer, developing its own original IPs and redistributing them globally. The research integrates both industrial and cultural perspectives, analyzing market growth, platform ecosystems, OSMU (One Source Multi Use) strategies, genre specialization (particularly BL), government policy support, and copyright measures. Furthermore, it explores how webtoons operate not only as digital storytelling formats but also as sites of transnational collaboration, participatory fandom, and cultural co-creation. By focusing on the Thai case, the study demonstrates how post-Hallyu cultural flows are being reconfigured from unidirectional export models toward mutual collaboration and co-authorship. It concludes by offering two key insights: the increasing global viability of localized content, and the strategic potential of platform-based cultural co- development between countries like Korea and Thailand.
Abstract
This study examines the cultural dynamics of content circulation and reproduction through a comprehensive analysis of Thailand’s webtoon industry, which has emerged as a key case in the digital transformation of East Asia’s cultural industries. While Korean webtoons (K-Webtoons) have achieved global success, Thailand has evolved from a content consumer to a co-producer, developing its own original IPs and redistributing them globally. The research integrates both industrial and cultural perspectives, analyzing market growth, platform ecosystems, OSMU (One Source Multi Use) strategies, genre specialization (particularly BL), government policy support, and copyright measures. Furthermore, it explores how webtoons operate not only as digital storytelling formats but also as sites of transnational collaboration, participatory fandom, and cultural co-creation. By focusing on the Thai case, the study demonstrates how post-Hallyu cultural flows are being reconfigured from unidirectional export models toward mutual collaboration and co-authorship. It concludes by offering two key insights: the increasing global viability of localized content, and the strategic potential of platform-based cultural co- development between countries like Korea and Thailand.