Get ready for a tidal wave of Asian entertainment! iQIYI is doubling down on its investment in Thailand, and the implications are HUGE. But here's where it gets controversial... can a streaming platform truly capture the essence of local culture while simultaneously pushing its own content agenda? Let's dive in.
iQIYI International recently hosted "iJOY 2026 Thailand" in Bangkok, a dazzling event that showcased the platform's impressive growth and ambitious plans. It was more than just a presentation; it was a statement. iQIYI is betting big on Thailand, and they're pulling out all the stops to become the dominant player in the region.
The event served as a review of iQIYI's accomplishments in the Thai market over the past year, highlighting significant growth in both membership numbers and revenue. In fact, Thailand has become iQIYI's top-grossing overseas market – a testament to the platform's successful localization strategy and the insatiable appetite of Thai viewers for quality Asian dramas and shows. Over 40 Thai dramas launched on iQIYI Thailand this year, many of which were iQIYI originals, demonstrating their commitment to supporting local production.
Looking ahead to 2026, iQIYI is planning to ramp up its investment in Thailand even further, aiming to double the number of its original Thai dramas. And this is the part most people miss... This isn't just about creating more content; it's about fostering a sustainable ecosystem for Thai creators and talent. They're also advancing the "iQIYI Starship Program," a fascinating initiative designed to bring Chinese and Thai artists to a global audience. Imagine the possibilities! This program aims to cultivate cross-cultural collaborations and introduce fresh faces to the international stage, co-developing premium productions with leading local studios. Think of it as a cultural exchange program on steroids, designed to boost the careers of Asian artists worldwide.
But iQIYI isn't just focusing on Thai content. The event also unveiled iQIYI International's 2026 lineup of major C-Dramas (Chinese dramas), spanning a diverse range of genres. Get ready for a feast of period fantasy, romance, suspense, and adventure! Titles include "The Legend of Rosy Clouds," "How Dare You!?," "Fate Chooses You," "Southern Anecdote," "Overdo," and "Chasing Jade." These dramas are designed to appeal to a broad audience, showcasing the versatility and creativity of Chinese television production.
Take, for example, "Fate Chooses You," directed by Guo Hu and starring Ren Jialun and Wang Herun. This fantasy love story follows a cursed war spirit reborn to join forces with a cultivator in pursuit of redemption. It's a classic tale of love, loss, and second chances, with a healthy dose of supernatural elements thrown in for good measure. On the other hand, "How Dare You!?," starring Wang Churan and Cheng Lei, is adapted from Qi Yingjun's popular novel and stands out for its comedic fusion of time-travel and modern workplace themes. Imagine a "Back to the Future" scenario meets "The Office" – that's the kind of quirky, lighthearted entertainment "How Dare You!?" promises to deliver.
Adding star power to the event was the surprise appearance of Esther Yu, the new iQIYI International Global Ambassador, along with her co-stars He Yu and Thai actor Mike Wu. They were there to introduce "Speed and Love," the new flagship drama under iQIYI's Heartbeat Theater. This drama centers on racing and personal growth, exploring themes of trust, ambition, and self-discovery. Expect high-octane action sequences, compelling character arcs, and a healthy dose of romance.
LiKaichen, Vice President of iQIYI and Head of APAC and MENA, officially announced Esther Yu as the new iQIYI International Global Ambassador, following in the footsteps of Bai Lu and Chen Zheyuan. This appointment underscores iQIYI's commitment to promoting Chinese-language entertainment on a global scale. As part of the "iQIYI Starship Program," Esther Yu will participate in numerous cross-border activities, further expanding her reach and influence.
But the focus wasn't solely on Chinese dramas. iQIYI also announced its 2026 Thai content lineup, created in collaboration with top local studios such as GMMTV, Mandee Work, Idol Factory, Copy A Bangkok, and others. This lineup includes titles like "Burnout Syndrome," "Duang with You," "Peach Lover," and the "4 Elements" series, demonstrating iQIYI's commitment to supporting local talent and producing content that resonates with Thai audiences. The drama "Interminable" already premiered on November 7th, giving viewers a taste of what's to come. The main cast and production team of several other upcoming dramas, including "Unknown Lovers," "Lust," "GELBOYS 2," "Identity Zero," and the "188 Series," also graced the stage to present their projects and share behind-the-scenes insights.
Another major highlight of the event was "Running Man Thailand," jointly produced by iQIYI and Korea's SBS Studio Prism. This show features seven popular Thai celebrities – Daou, Nunew, Phuak, Oat Pramote, Ink Waruntorn, Jeff Satur, and Tay Tawan – as the main cast. Filming is expected to begin at the end of 2025, with a premiere slated for 2026. The appearance of the main cast and producers at the event underscored iQIYI's expanding footprint in global entertainment collaboration. This collaboration between iQIYI and SBS Studio Prism is a prime example of how streaming platforms are increasingly partnering with established media companies to create high-quality, internationally appealing content.
Through iJOY 2026 Thailand, iQIYI has reaffirmed its long-term commitment to innovation and cross-border creativity. The platform is positioning itself as a driving force in shaping Asia's entertainment ecosystem and expanding the global influence of Chinese-language content. But here's the real question: Can iQIYI successfully balance its global ambitions with the need to respect and preserve local cultures? Will its investment in Thai content truly empower local creators, or will it simply serve to promote iQIYI's own brand? What do you think? Share your thoughts in the comments below!
