Thai films and series are expanding far beyond Southeast Asia, creating an unprecedented global phenomenon that captivates audiences worldwide.
This success is no accident but stems from precisely capturing Thailand’s unique charm or "signature" essence.
Thairath Online spoke with Malobika Banerjee, Vice President of Content at Netflix Southeast Asia, a female executive passionate about Thai content, revealing the fascinating background of the latest major legal drama series, “The Evil Lawyer,” now streaming globally.
Before taking the helm of regional content, Malobika fondly recalled the first Thai work that drew her into the industry—the legendary film “My Girl.”
“A colleague recommended it, knowing I liked romantic comedies, but the film beautifully transports viewers back to the 1980s. As a foreigner, I felt the memorable essence of Thai nostalgia, and I was even more impressed learning it was a historic collaboration of six directors that laid the foundation for the major studio GDH.”
Taking off her executive hat, on relaxed days Malobika enjoys rewatching Thai content like “Hunger,” impressed by its storytelling about the fine dining world reflecting modern ambition and pressure, as well as the charming rom-com “Ready, Set, Love,” which is another favorite.
From the perspective of a content director, what is Thailand’s "signature" that other countries find hard to replicate? Malobika sees it as “the balance between emotional authenticity and entertainment.”
“Thais have a great sense of humor and can find comedy even in tense situations. There’s also a sweet caring nature—asking if someone has eaten, sharing food, playful teasing within families. These cultural realities, while other nations might imitate them, won’t feel as natural or charming as content created by Thais themselves.”. . . (fragment) “and charming as content truly made by Thai people.”
Another appeal is the binge-watching culture, which Netflix intentionally offers worldwide. Releasing full seasons at once sparks conversations and social buzz. The challenge for creators is crafting stories so engaging that viewers willingly sacrifice sleep to watch the next episode.
Successful original Thai content like Hunger, Sueb Sandan, Sathu, and Express War share a core theme: the struggle for power, ambition, and social status. The latest series, The Evil Lawyer, intensifies this theme within the courtroom.
This project stems from the Content Lab initiative by CEA, led by award-winning director Kai-Nathaphol Boonprakob of Express War, alongside creators Sam-Jakrin Thepwong and Sun-Songphon Chantrasom, who conducted over two years of in-depth legal research to explore questions beyond right and wrong.
Additionally, Ying-Ratha Phongam takes a pivotal role as "Jittri," a rebellious female lawyer who uses "the devil’s ways" to fight a corrupt system, while Nat Kitcharit plays "Mek," a passionate young lawyer entangled in darkness and becoming a suspect himself, prompting viewers to ask, “What would you do?”
Supported by talented actors like Prim-Ajariya, Kob-Tongsit, Tom-Pholawat, Tu-Phopthorn, and Paophet Charoensuk, the series realistically exposes the power industry and will premiere globally on 11 June, inviting fans to follow along.
Thai content’s power extends beyond screens and social media trends—it also drives tourism. Malobika shared,
“I was previously familiar only with bustling Bangkok, but after watching films like ‘Kidthung Wittaya’ and ‘One for the Road,’ it inspired me to take a road trip late last year.”
She traveled to Chiang Mai, Chiang Dao, Nan, and Lampang, staying in homestays and experiencing beautiful nature and culture. She confessed, “Without seeing these films and series, I would never have had these memorable experiences myself.”
Today, Thai content no longer stays regional but challenges global audiences. Netflix’s latest data clearly confirms this success: 750 million hours viewed worldwide as of January 2026, with 34 Thai titles reaching Netflix’s Global Top 10 chart.
It also made history with Hunger as the first Thai film to top the Non-English Global Top 10 chart, ranking No. 1 in over 50 countries, earning Chutimon Chuengcharoensukying Best Actress at the International Emmy Awards. The Red Line remained on the Global Top 10 for three weeks, reaching the top 10 in 34 countries.
The phenomenon of My Dearest Assassin became the first Thai film to hold the No. 1 spot worldwide for two consecutive weeks and charted in 62 countries.
These figures prove that stories deeply reflecting local identity are the most universal and relatable to audiences globally.
Looking ahead, Malobika believes “We can go as far as the horizon,” continuing to focus on local context while adding bigger twists and scale. In 2026’s lineup, viewers can expect intense action films starring Nadech Kugimiya, grand dramas like Plerng Phra Nang on an unprecedented scale, and thrilling drama series like Phap Luang Tai.
“Our hope is that ‘The Evil Lawyer’ will be a tremendous success and open doors for Thai series to reach even higher audiences. Finally, on behalf of the creators and partners, I want to thank Thai fans for journeying with us and embracing Netflix’s content. We will use your feedback and encouragement to innovate on a scale never seen before, creating wow moments for Thai and global viewers,” Malobika Banerjee concluded.
Photo: Saran Pongsawat