The Development of Chinese Pop Music Based on Stylistic Trends and Audience Preferences among the Thai People

บทคัดย่อ

The objectives of this research are 1) to outline dominant musical characteristics associated with widely consumed Thai pop songs in the digital streaming era; 2) to examine how stylistic elements have evolved across different time periods; and 3) to interpret the relationship between musical style and audience listening behavior within platform-based environments. This research was a qualitative descriptive research design supported by quantitative indicators. The research population comprises Thai popular songs that achieved sustained popularity between 2016 and 2025. Data were collected from five major music platforms–YouTube Thailand, Joox, Spotify, Apple Music, and Popnable. Thirty representative Thai-language pop songs were selected through a three-stage sampling process based on chart recurrence, streaming volume, chart longevity, and cross-platform visibility. Data analysis integrates qualitative listening analysis with descriptive platform indicators. Musical components–including melody, rhythm, tempo, instrumentation, production texture, and lyrical expression–were systematically examined, while chart duration and replay tendencies were used to support interpretations of audience preference. The songs were further categorized into two periods (2016–2020 and 2021–2025) to facilitate temporal comparison of stylistic tendencies.

The research result was found that 1) Thai popular music from 2016–2020 was largely dominated by pop ballads and soft rock styles, marked by melodic clarity, warm acoustic timbres, and emotionally direct lyrical expression, reflecting audience preference for familiarity and emotional accessibility. 2) Between 2021 and 2025, stylistic expansion became evident through the increased integration of R&B, rap, and electronic elements; however, these features primarily enriched existing emotional and melodic structures rather than replacing them. 3) Across the decade, audience preference was closely aligned with digital platform listening patterns, favoring mid-tempo songs with introspective moods, clear melodic profiles, and high replay suitability.

The conclusion of this research is that Thai popular music has developed through aesthetic continuity combined with selective stylistic expansion, with audience preference shaped more by emotional resonance and listening comfort than by genre novelty.