Report: Thai Night in FILMART Hong Kong 2025

Following the Korean Wave's success, Thailand is actively pursuing a soft power strategy to enhance its global influence and competitiveness, particularly in the creative economy. This involves promoting Thai culture, Thai cuisine, Thai Fashion, Thailand Festivals and Thai entertainment to attract tourism industry and investment, similar to South Korea's approach but focus on Thai cultural elements, especially horror films and BL drama.

The gala celebration was held at JW Marriott in Hong Kong, celebrated the success of Thai film and entertainment on the global stage. The event highlighted Thailand's strong film industry, skilled filmmakers, and potential in the international market. It also served as a platform for networking and fostering collaborations between Thai and international industry leaders.

Hana Aunyapat

Naam Jutamas

Naam Jutamas and Hana Aunyapat, the actress from a hit GF drama "B-friend" at the Hong Kong's FILMART 2025. B-Friend the Series is a Thai GL (Girl's Love) drama, also known as "B-Friend: Jettana (Mai) Luem" in Thai. It focuses on the story of "Lalin" who takes over the family business after her parents' passed away, and her encounters at her resort with "Dawan", a girl with amnesia, and Lan, an old friend. The series explore the development of their relationship and the unspoken feelings that arise in Khao Yai, one of the most popular resort towns in Thailand.

FILMART is organised by the Hong Kong Trade Development Council (HKTDC), the Hong Kong International Film and TV Market (FILMART), successfully concluded in March 2025. The 2025 edition showcased a wide variety of cross-regional, cross-media and cross-industry content from over 760 exhibitors from 34 countries and regions.

The market gathered more than 7,600 industry practitioners from 42 countries and regions, highlighting the growing international presence that connects global industry players. Participants engaged in key sectors such as film and television production, distribution, sales representation, service provision, and investment, thereby enhancing opportunities for cross-border collaboration and strategic partnerships.

Report: inStyle Asia