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halliescomut · 11 months

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Thai BL: The Fanservice Problem...

Now here's the thing... I'm not here to offer solutions, though I do have proposed ideas that I may include at the end, but more just to breakdown my thoughts on fanservice in Thai BL.

First, we'll start with a general definition of fanservice:

I think that the connection to print media originally is important when we're looking at modern BLs series and movies, as they have a base in print media. In Thailand you have niyaai waai (“Y” novels), kaatuun waai (“Y” comics), as well as the Japanese Yaoi Manga and Korean BL Manwha that are very literally the basis for numerous series, in addition to original story BL series.

In terms of the fanservice we see in relation to Thai BLs...that goes a step further, moving out of the fictional world and into the real one. The fanservice we're now talking about is actors whose characters are couples often being paired for promotional events and they are expected to on some level act similarly to their onscreen characters. This includes individual character behavior, but also having the two actors behave in a way that could be (and is intended to be) read as romantic by fans. This includes a lot of different actions, but skinship (which I'll breakdown later), general chivalrous behavior (like serving your partner first), going on 'dates' specifically with the intention of presenting those experiences on social media. The important part about fanservice in this context is that it is always done with the intention of being seen by fans. It doesn't matter if it's a publicly streamed and hosted event, or just an Instagram post, if it's made public by the actor, or their company, it's intentional and it's likely fanservice.

What is the purpose of fanservice then?

Profit, essentially. For these companies, who both produce BL, but also often represent these actors as a talent management agency, there's a profit to be increased by presenting actors in this way. Having these 'couples' become popular to fans means continued view of future series, but also means that they can set contracts to have them promote various products. You will see the actors often promoting the same products that are used in product placement in their series. A brief list off the top of my head: the Lays chips, whatever that flavored water or juice they're always drinking in Wabi Sabi shows, Epson printers (I think it's Epson), various skin-care serums, L'Oreal hair color, the menthol inhalers, the list is likely endless. In the series, product placement gives them direct funds to actually make the shows, but by having the actors promote the same products, these companies are getting a percentage of that payment also because they are also working as representation for the actor.

To make easy numbers, while Gemini's contract might have been $1000 for this post promoting this brand of Ramen, because GMMTV set-up that partnership/contract, and they represent Gemini as talent, they'll get $200 for themselves, Gemini takes home $800 minus taxes. Again, these are made up numbers and I truly hope that no one is actually getting a 20% commission, but I trust none of these companies, so I honestly wouldn't be surprised if it was higher.

But because this is genuinely how a good majority of production companies gather capital to be able to make shows, the more popular a ship is can directly equal out to how many ad partnerships they can create for them, as well as the price they can charge. In order to give an approximate view, I chose two actors from the same company, Domundi's Zeepruk and Tutor. Because of Zee's vastly higher popularity and the wide difference in follower counts I wanted to have a third actor for comparison, and so I chose PP Krit. It's not an exact match across the board, but I think gives a good view of scale. Here is the break down of their last 30 Instagram posts:

Now I'll start with some definitions of how I categorized things. Ads are things that have clearly been shot specifically to promote a product, and often have instructions in the captions on where to purchase, or specific benefits about the products. Sponsored posts are any posts where they tag a brand in the caption, but it doesn't have the detail of the Ad posts, or posts of them at a place or event where they were invited to attend by the brand for the purpose of being photographed there. Self-promotion is trailers, photos from their series, or fan events. And finally candid is any pictures that are just there for the fun, thirst traps, vacation pics, pics from behind the scenes of events, and while few of these are actual 'candid' pictures, they're not for the purpose of promoting a 'brand' in particular (outside of the fact they are all clearly intend to promote the 'brand' of the actor). The Couple+ 'whatever' is the same as listed above, but is for any posts that include the other half of their acting pair (meaning Yim, Nunew, and Billkin). The Couples Candid is only found once on a post from Tutor, and is clearly taken when they were filming their Tiktok BL short, but there's no tags for the short series, nor instructions on where to watch it, so I'm calling it a candid post. For PP Krit, there are two posts that I'm categorizing as 'Self-Sponsored' as one is for PP's own brand (Caremate) and the other is for a Car Repair shop owned by a family member. Later when I do math with this information those posts won't be included in the 'potential profit' as I can't guarantee he was paid, and if he was I doubt he charged his standard rate.

Looking at Tutor 7/30 of his latest Instagram posts are ads/sponsored and 5 of the posts are 'couple' posts, meaning they also feature Yim. For Zee 10/30 are sponsored and 5 of those are 'couple' posts also featuring Nunew. It's also relevant that the earliest post I counted of Zee is from April 8, 2023, for PP is April 6, 2023, and the earliest one from Tutor is from December 6, 2022. Given that we have about 30 posts from Zee in 2 months, I'm simply not going to scroll back to December to see what the comparison is time wise, but if the ratio remained the same 10/30 in 2 months, that would equal 30/90 over 6 months, with 15 being 'couple posts'. So you can see the difference made in terms of money brought in by more 'popular' actors. If we stick with our $ 1000 per post cost for individual posts, and double that for 'couple posts' ($ 1000/per actor) that's $ 45,000.00 total brought in and $ 9,000 kept by Domundi as commission. For Tutor, in the same 6 month span, he (and partially Yim) brought in $ 12,000, with Domundi keeping $ 2,400 as commission. That's a marked difference for Domundi. And completely ignoring the very high likelihood that Zee is probably bringing in 2 to 3 times what Tutor his because of his popularity and longer time in the industry. If we look at those same number with PP, he has 15/30 posts that are Ad/Sponsored, at $ 1000 per post that's $ 15,000 directly in PP's pocket essentially, since he has his own independent company that represents him. Which causes it's own complications, as he has many more sponsored and ad posts on his company account, many of which he also appears in with Billkin. (Sidenote: I actually find it fascinating that there's no sponsored/ad posts featuring Billkin on his personal account, in fact it's surprisingly rare for him to post Billkin on his account at all outside of stories, at least recently.) So all of this to say, you can see how having these actors promoted in pairs is more profitable for the company as far as ad promotion.

The additional benefit is we're looking at is fans being able to follow pairs through different stories. Like many fans of media, we will often find actors we enjoy, and then proceed to actively work to watch different projects they are in because we like them, find them to be incredibly talented, think they're handsome, etc. This general expectation is capitalized on by companies by having pairs act opposite each other in multiple stories. At this point for ZeeNunew and TutorYim, we've seen both in the Cutie Pie series, but both also have future work to look forward to. I've previously mentioned the BL Tiktok shorts with TutorYim, and they are going to be the leads in Middleman's Love, which is due to come out at the end of the year. ZeeNunew have a new film, After Sundown, as well as new series The Next Prince, and will be returning as Lian and Kuea in Naughty Babe as second leads. All of these future shows and series are produced by Domundi, meaning they will get a portion of profits from appearances, merchandise, etc. that goes along with those series, as well as the potential ads or product placement in the shows. There’s also a high likelihood that product placement in Naughty Babe will garner a higher price, as it’s a spin-off of an already popular show with already popular actors, where Middleman’s Love, as the first series showing Tutor and Yim as leads, would be ‘cheaper’.

Fanservice as perceived by Fans

Now this can be difficult to break down, because it all depends on the fan. Fanservice as a concept is widely understood by Thai fans. They actively recognize that it exists, and they enjoy it. Other East Asian countries also recognize that Thai BL employs fanservice, and while they accept and enjoy it, they generally do not want to see the practice taken up by BL actors in their own country. In fact, it’s generally rare for actors in BL series in Japan, Korea, Taiwan, etc., to have actors paired for multiple series, outside of appearing as the same characters over various series. The first to come to mind is the characters of Bo Xiang and Zhi Gang from HIStory 3 having in a small guest appearance in HIStory 4, played by the same actors, Wilson Liu and Zhang Han Yuan. Because they are rarely kept as an acting pair, fanservice outside of the actual scripted media is not expected and would have little benefit.

Moving away from East Asian, very particularly to Western, audiences where fanservice is something that many media consumers ONLY expect to see in the media itself, never outside of it. Speaking as a western fan myself, I was genuinely surprised at the amount of ‘bonus content’ that is the expected norm with Thai BL’s. The fan meets, sponsored events, concerts, the vlogs and excursions, the behind-the-scenes content, all of it is generally beyond what I am used to as an avid media fan. Director/or actor commentary, behind the scenes documentaries, while popular generally fell out of favor with the decrease in popularity of physical DVDs, as it was originally intended to be a selling point of purchasing DVDs instead of VHS. (But honestly, that’s a different post.) And observing the behavior as someone with the perspective of a western fan, it is both the requisite behaviors of fanservice, as well as the difference in cultural norms, that causes confusion and blurs lines. The number one thing that is seen as surprising by western fans of East Asian media, is skinship, particularly skinship between two men.

The concept of skinship isn’t directly unfamiliar to western people but is generally something that occurs between direct family members (parent-child or siblings) or between romantic couples. In East Asian culture it’s moves beyond familial and romantic bonds to include all platonic bonds as well. You can expect to see skinship practiced between any two people who are close and feel affection for each other. So, in the context of fanservice and Thai BL acting pairs, not every occurrence of skinship (hugs, holding hands, sitting especially close, playing with hair, fingers, etc.) is fanservice, but it is a tool in the fanservice armory. Given that it is a cultural norm, and that many of these actors are at least well known to each other and friendly, it is likely an easy one to enact in the name of fanservice.

Watching these interactions through a western lens however, causes the viewer to more easily see the behavior in a romantic context. And there’s honestly a lot of factors that play into that, the biggest being ‘masculinity ideals’ where most western cultures don’t promote or encourage men to show affection outside of family (generally strictly parents or children) or romantic couples. Then you also have good ol’ homophobia, men don’t want to show too much affection towards other men for fear of being seen as gay. And this is a very broad sort of description, as the ‘norms’ for what is acceptable platonic contact will of course differ in immigrant families, or indigenous communities, or among black Americans, even just geographically. I’m just a white person speaking from their own experience and observation, though I do have the benefit of knowing, working with, and interacting with a remarkably wide variety of humans.

Why is Fanservice a ‘Problem’?

If it’s widely understood that fanservice is an extension of the acting, that it’s very often something required by contract, that it’s not an indicator of a romantic or sexual relationship, then it’s not a problem. But that’s not widely understood. And that lack of understanding or even the preference of fans to ignore that knowledge has created a problem in the Thai BL industry. We’ve watched over the last several months personal attacks on actors for ‘queerbaiting’ (which is a term intended ONLY for fictional characters), fan clubs being upset over actors going to appearances alone or without the other half of their acting pair, personal attacks on close friends of actors (very particularly female friends), and even the attacking of an employee and friend of an actor for ‘pushing the fanservice agenda’. What is intended to be cute and fun, is turning into something that is having real life negative effects, both on the actors themselves, but also people connected to these actors. It’s also spreading beyond Thai BL, with fans (mostly western fans) being upset at non-Thai actors for not engaging in fanservice.

Fanservice, by virtue of it being monetizable, also indirectly exploits the Queer community. This is something that’s recognized and often brought up by western fans, as culturally, we’ve reached a point where the expectation is that Queer media will cast Queer actors in roles. This is done specifically in an attempt to help Queer actors to get more roles in the entertainment industry in general (which is a worthy goal) but is also only considered in the context that while being an out Queer person in the West is easier/safer than in many other places around the world. Many Western nations have not only marriage equality, but anti-discrimination laws that give additional protection to Queer people. And even with these laws there are still hundreds of thousands of Queer people who don’t feel comfortable being openly out in all aspects of their lives. In many East Asian countries, legal protection against discrimination is not guaranteed, and even in those countries with anti-discrimination laws, there’s often caveats. And that’s completely setting aside societal discrimination, which would be a top concern for these actors. Taking Thailand specifically, homosexuality isn’t illegal, but there are no laws in place for marriage equality or even the recognition of same-sex relationships. While there are anti-discrimination laws in place, those rest on the ability of a Queer person to PROVE discrimination, which opens its own can of worms.

So, what I’m saying in regard to monetizing or exploiting the Queer community, is that it is understandably frustrating for actual Queer people in Thailand to see actors ‘performing’ queerness through fanservice, and being rewarded for it, while many regular citizens are living in situations where being out could be damaging to their livelihoods, cause loss of friendships or family relationships, and even put them in physical danger. Now, are some of these actors part of the Queer community? We know for certain that some are, we know for certain that some aren’t, but the vast majority we don’t have any concrete knowledge of their sexuality or Queer identity (and we are NOT entitled to it!). But it would be understandable and reasonable, given the current political and societal landscape of many of these countries, that any actor would have to very seriously consider potential ramifications of being out. Like any Queer person anywhere, there’s a laundry list of considerations that have to be addressed. Top of the list is ‘Would I be physically safe if I came out?’ but you also have to consider possible negative effects on your career, the potential limitations if you want to move outside of BL to mainstream content. We also have VERY clear examples of societal discrimination and hatred towards openly Queer actors, both from ‘local’ fans as well as international fans. But we do very often see BL actors being openly supportive of their local Queer community, promoting proactive voting in elections, and even this past week making appearances at PRIDE events. This is in addition to potential work they are doing quietly to support the community, like donating to non-profits that work to assist or advocate for Queer people, both individually and as a whole.

So, What’s the Solution?

I have no idea. I stated in the very beginning that I’m not here to give solutions. (That’s above my pay-grade.) But I do have some ideas. Now, these are not going to be the easiest for many BL fans to hear, I’m sure. They bother me too, to be honest.

I think an excellent first step is to have companies be upfront about whether fanservice is part of actor’s contracts. We know for a fact that BOC does not contractually obligate fanservice, but any other production or management company that works in BL more than likely does, though the scale and level of expectation may vary. I don’t 100% know if this would actively work, at least initially, because the actors themselves are aware that fanservice can help to raise their popularity, which enables them to be contracted for ads, sponsored social media posts, and appearances, which is how most of these actors make the majority of their money, NOT through the pay they receive for their actual acting work. So, they may perform fanservice as it’s currently known even if it’s not contractually required, but I do at least prefer the actors being in control of the level of fanservice they take part in, if any.

A second step, or option, is to have companies not solely send actors to events in their ‘pairs,’ and not keep them in the same pair for multiple series. I think if a company took the step and intentionally mixed up their ‘pairings’, specifically those from lead roles, then we would see less direct attachment to the ‘pairs’ and more to the actors as individuals. This could help in the long term prevent the fallout we’ve recently seen from acting pairs “breaking up,” very specifically the hateful attacks we’ve seen directed at the separate parties. But I think it could also prevent the fans from ‘choosing sides’ as I’ve also been seeing frequently in online BL spaces. In other direct online discussions, I’ve likened it to having a friend couple break up, and all of the other friends in the group essentially have to pick a side. Sometimes, you knew one person before they were a couple, and you stick with them. On occasion, one of the people will have done something terrible, and even if you knew them first, you stick with the other person. But often these are people who became your friend already a couple, and neither really did anything wrong, they just grew apart…so is it right to throw one aside in favor of the other?? Or is it more reasonable and realistic to maintain friendships with both separately? In a similar fashion, when BL pairs go their separate ways, isn’t it more reasonable to continue to follow them separately, assuming you find them both to be equally talented, versus putting one aside?

As a supplement to my suggestion of not maintaining static pairings I made this lil picker wheel with the actors at GMMTV...

…to be honest I’m quite intrigued by the idea of First and Gun. Both are phenomenal actors. I can picture the vibe of a potential story, based mostly on my desire to see Gun as a homme-fatale. PICTURE IT: Gun is a sultry assassin, beautiful and deadly, First is the ever-weary federal agent on his tail…but he begins to find an interesting connection amongst Gun’s ‘victims’, they’re all users and abusers, arguably far more detrimental to society than Gun himself. As he tracks down Gun and learns more about him…he begins to fall for him. In the end…does he stay true to the commitments he made to his country, or does he breaks those promises in favor of following his heart??

Anyway...this was 3,500 words. Hopefully some of them made sense. PLEASE share your thoughts, if you have any on this subject. I'd be especially interested if you are outside of the US.

#Thai BL #Fanservice #BL Drama #ZeeNunew #TutorYim #BillkinPP #First Kanaphan #Gun Attaphan #I don't know what other tags to put #But I hope you appreciate this #It took me 6 hours #Love Y'all #Tong Thanayut #Domundi #GMMTV #WabiSabi #Be On Cloud #Me Mind Y #Dee Hup House

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