Cannes 2025: Asian cinema in the spotlight

The 2025 edition of the Cannes Film Festival confirms a trend that is now impossible to ignore: the rise of Asian cinema. From the official selections to the aisles of the Marché du Film (Film Market), Asian productions are making their mark. South Korea, Japan, China, the Philippines, Vietnam and, above all, Thailand are leaving a lasting impression and attracting ever-larger audiences.

Thailand has a strong presence at Cannes 2025, combining a cutting-edge artistic selection with a clear commercial strategy. On the artistic front, Ratchapoom Boonbunchachoke's A Useful Ghost is being presented at La Semaine de la Critique (Critics' Week). This dark fantasy comedy is co-produced by France, Germany and Singapore, among others.

At the Marché du Film, the Thai delegation brings together twelve companies from the audiovisual sector, including:

👉 GDH 559, Kantana Motion Pictures, Idol Factory, The Monk Studios, Film Frame Productions, M Distribution, Waga Creative, Plah Blah Blah Productions, Tifa Studios, Mono Streaming, Night Edge Pictures and Sahamongkol Film International.

These companies are presenting more than 200 films, series and animations with the aim of attracting international buyers and concluding co-production agreements.

The Boys' Love phenomenon

One of the highlights of this delegation is the promotion of the rapidly growing Boys' Love (BL) genre. Thai BL series are attracting a growing international audience and are a soft power lever for the country. With more than 340 BL series already produced, Thailand has developed an entire economic system around this genre.

They are in high demand among audiences in Europe, North America and South America. It is therefore no surprise that they have attracted the interest of many investors.

Interview with Waga Creative

Among the companies present at the Marché du Film, Waga Creative is attracting attention with its series Make a wish. We spoke with the team to find out more:

Can you tell us about the series you are presenting at this year's Marché du Film ? How do they stand out among other content in the Boy's Love genre?

The series “Make a wish” (Seasons 1 & 2) stands out from typical Boys’ Love (BL) content in several key ways, especially through its unique blend of fantasy, paranormal elements, and romantic comedy — a combination that is still relatively rare in Thai BL dramas. Its main points of distinction include:

• The “Angel–Afterlife” Concept : The protagonist is an angel assigned to help humans let go of unfinished business before they die. This storyline integrates spiritual themes like karma and the afterlife with love, hope, and emotional healing — topics not commonly explored in traditional BL series, which often focus on everyday romance or university life.

• A Narrative Rooted in Giving, Not Just Loving: Love in this series goes beyond romantic relationships. It highlights selfless acts, compassion, acceptance, and emotional release — themes that provide a deeper psychological impact than typical romantic tropes.

• A Paranormal Drama Atmosphere : With scenes involving angels, spirits, and the journey between life and death, the tone is more supernatural and emotionally rich compared to common Slice-of-Life or School Life BL stories. 

• Leads with Powers and Purpose : The main characters are not just navigating relationships but are involved in meaningful missions. Angel Krit must help Dr. Pakphum deal with his ability to see spirits, and together they use their powers and karmic merits to assist others — all while facing personal limitations and sacrifices.

• Themes of Life and Death : The series explores the emotional weight of parting and unresolved issues at the end of life, offering viewers a heartfelt experience that goes beyond cuteness or romantic thrill.

  
  

Overall, Make a wish is more than just a BL series. It’s a story about hope, forgiveness, and emotional release — wrapped in a deeply meaningful narrative.

Is your participation part of a broader export strategy? What do you hope to gain from your presence in Cannes ?

Our participation in this year’s Marché du Film is a key element of Waga’s international content strategy. It marks an important step toward introducing Make a wish Season 1 to the global market, with the objective of securing wider distribution and partnerships abroad. Furthermore, our presence in Cannes lays the groundwork for the release of Season 2 and other upcoming BL series from Waga Creative, as we actively expand our footprint in the global Boys’ Love industry.

What kind of reception do you expect from industry professionals and international audiences ?

We hope to receive a positive response and increased interest from both international fans and content buyers. By showcasing Make a wish at Cannes, we aim to spark meaningful engagement with global audiences and industry stakeholders. Ultimately, we aspire to bring more of our stories to the international stage in the future, offering diverse and heartfelt content that resonates with viewers around the world.

Have you already received feedback on the European market, particularly in France, about your previous projects or series?

We have not yet received feedback from the European market, as Make a wish has not been officially released on any platforms in Europe. However, we are hopeful that our participation in Cannes this year will serve as a meaningful opportunity to introduce the series to European audiences and industry players — particularly in France — and pave the way for future collaborations and market expansion in the region.

What image of Thailand do you want to convey through your Boys' Love series?

The series reflects Thailand’s cultural identity through deeply rooted beliefs in luck, spiritual rituals, karma, and the afterlife — core elements of Thai Buddhism.By using concepts like “merit points” and “angelic missions,” the series presents these traditional beliefs in a modern and relatable way. It also highlights a society that values family, emotional bonds, and selflessness. 

The angel’s mission to help humans in their final moments showcases Thai emotional sensibilities — empathy, compassion, and a strong emphasis on virtue over material success. 

Additionally, the series features real locations commonly visited by Thais for making wishes or spiritual offerings, such as Bodhi trees, spirit houses, and sacred man-made sites. This reinforces Thailand’s image as a “land of belief and devotion,” uniquely connecting the spiritual and human worlds in a way that feels authentically Thai.

How do you explain the global rise of the BL genre and its growing recognition at international events such as Festival de Cannes ?

The global rise in awareness and acceptance of gender identity and sexual diversity has significantly contributed to the expansion of the Boys’ Love (BL) genre beyond its once-niche status. Audiences around the world are now more open to narratives that explore same-sex relationships, allowing BL content to enter the mainstream cultural conversation.

Modern BL series have evolved in both form and substance. They no longer focus solely on romantic elements, but instead delve into complex emotional themes such as familial love, career aspirations, personal loss, societal pressure, and the multifaceted nature of human growth. These universal themes resonate deeply with viewers, regardless of sexual orientation, making the genre more inclusive and emotionally impactful.

Streaming platforms such as Netflix and YouTube have further accelerated the global reach of BL content by offering creators the freedom to share their work without the limitations of traditional broadcasting or censorship. As a result, many Thai BL series have gained international popularity, contributing to Thailand’s cultural soft power and enhancing the country’s visibility on the global media stage.

In recent years, Thai production companies have begun investing more heavily in the BL genre, with higher budgets, professional-grade production, and strong acting talent. This has led to a noticeable increase in quality that meets the standards of mainstream entertainment — earning recognition across diverse international markets.

Lastly, the strength of the global BL fan community has played a pivotal role in the genre’s success. Through online engagement, fan events, and international support campaigns, BL fans have transformed into a powerful cultural force — turning BL content into not only a media phenomenon but also a meaningful contributor to the global creative economy.

All of these factors have paved the way for the Boys’ Love genre to receive greater recognition on prestigious platforms such as the Cannes Film Festival, reflecting its cultural relevance and global appeal.

Conclusion : 

Thailand is rolling out its national cultural outreach strategy in Cannes. Whether through a socially conscious film like A Useful Ghost or a touching series like Make a Wish, it is making its mark on the international scene.

Alexandra Boiteux