Key Success Elements of Chinese Xianxia Series on Thai Streaming Platforms: A Qualitative Analysis (2022–2023)

Abstract

Background and Aims: This research explores the reasons why Chinese Xianxia series have become so popular on Thai streaming platforms. While previous research has primarily examined the acceptance of Chinese films and series in Southeast Asian countries such as Malaysia and Indonesia, there has been no in-depth research on Thailand, leaving a significant research gap. The aims are twofold: (1) to analyze the characteristics of successful Chinese Xianxia series on Thai streaming platforms, (2) to identify the elements that contribute to their popularity among Thai viewers.

Methodology: This research adopts a qualitative approach using content analysis and in-depth interviews (n = 4). The content analysis focuses on four Chinese Xianxia series released between 2022 and 2023, examining their plot, character development, visual effects, casting, and the integration of traditional Chinese cultural elements. In addition, we conducted in-depth interviews; the sample comprised four Thai viewers who serve as administrators of fan club groups with over 900,000 members. They were selected for their deep knowledge, long-term engagement, and active participation in fan culture. All of them have watched the four selected Xianxia series, focusing on understanding the reasons behind the popularity of Xianxia series in Thailand. Data were analyzed thematically to link content analysis with viewers' interpretations.

Results: Analysis shows that rich eastern fantasy stories, powerful character development, high-quality visual effects, traditional cultural themes, and the participation of popular actors are the core characteristics for the success of Xianxia series. The interview results show that the global coverage of OTT platforms, the fresh and youthful narrative styles, and poetic symbolic expressions of emotion (e.g., in Immortal Samsara, the hero cannot fall in love with the heroine due to his special identity, and his love for the heroine is conveyed through the actor's eyes. Even without direct lines, a large number of emotional scenes still allow the audience to feel the deep feelings between the protagonists. The emotional expression that is different from most Western series makes the Xianxia series more attractive. As well as effective online promotion and fan interaction, they have further enhanced the popularity of the Xianxia series.

Conclusion: The success of the Chinese Xianxia series in Thailand stems from the interaction of cultural resonance, strategic distribution, and genre innovation. However, the limitation of this research lies in the small sample size of the interviews (n=4) and their concentration on administrators from core fan groups, which may fail to reflect the views of first-time viewers. Despite this, the findings highlight that when cultural narratives are effectively localized and promoted, they can facilitate cross-cultural communication and enhance China's cultural soft power.