Mad Unicorn

Source: Netflix

‘Mad Unicorn’

Netflix invested $200m in Thai content from 2021-2024, making significant contributions to the local creative economy, tourism and global recognition, according to its first impact report in the country.

The streaming giant created more than 20 original Thai shows and films, and employed more than 13,500 local cast and crew during the period, generating more than 750 million viewing hours on Netflix. In addition, more than 15 Thai originals have made it to Netflix’s global top 10 non-English list, including Mad Unicorn, Master Of The House and Hunger.

The impact report was unveiled at a media event in Bangkok today (August 20) where government officials, filmmakers, and Netflix executives explored the future of Thai storytelling through a panel discussion.

“Thai films and series are more than entertainment. They are a window into our culture, our perspectives, and the way we tell stories,” said Prabda Yoon, producer-writer of Netflix series Bangkok Breaking and Dalah: Death And The Flowers. “Original titles produced with Netflix let us share our voice while pushing Thailand’s creative boundaries. When our stories are authentically Thai, they connect deeply at home and captivate audiences around the world

Further panellists included Ruben Hattari, Netflix’s director of global affairs for Southeast Asia, and Chakrit Pichyangkul, executive director of Thailand’s Creative Economy Agency (CEA). The benefits of expanding incentives to attract local and international productions were also highlighted, alongside continued investment in talent development and emerging technologies.

In 2023, Netflix launched Reel Life Camp, a workshop which has trained more than 145 aspiring Thai film and TV creators. This year, the workshop will connect participants with experienced filmmakers for mentorship and train them in set management, production finance and post-supervision.

Netflix’s local production team also delivers training programmes to enhance the technical capabilities of more than 500 production professionals, including editors, VFX artists, and on-set data managers.

Netflix Thailand’s investment in local talent aligns with the government’s One-Family-One-Soft Power (OFOS) policy. These efforts support the broader national objective of creating 20 million jobs and generating $123bn (THB4tn) in revenue, contributing to the growth and global reach of Thailand’s creative sector.

The report further shows that Netflix productions drive tourism in Thailand’s lesser-known destinations. For instance, mystery series Master Of The House increased visits to Chateau De Khaoyai in Nakhon Ratchasima; crime drama The Believers sparked local interest in Wat Sam Pasleo in Suphanburi; and miniseries Thai Cave Rescue turned Tham Luang Cave into a booming tourist attraction.

This year, Netflix has nine local originals on its slate, comprising six films and three series. These include Ziam, starring Mark Prin, in which a Muay Thai fighter fends off zombies; and the second season of The Believers, diving deeper into the intersection of faith, Buddhism, and local politics with a new twist.

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