Paper Title
THAI ENTERTAINMENT INDUSTRY AND THE CHALLENGE OF CHINESE MARKET

Abstract
Abstract - Since the beginning of the 21st century, A "Thai wave" in entertainment has been up-and-coming in China, thanks to the film Love of Siam, as a significant phenomenon in the acceptance of Thai culture in China. However, there is no clear management guideline for developing Thailand's entertainment media business to influence the Chinese market. As a result, the current popularity of Thai entertainment media is discontinuous and incapable of producing large awareness and continuity until it can seriously benefit from cultural transmission. This paper begins with an analysis of the spread of Thai entertainment media in China over the last ten yearsand attempts to examine the factors and the characteristics underpinning Thai movies’ potential for entry into the Chinese markets from an economic perspective, along with sociocultural and other exogenous factors. Also, identify Thai entertainment media’s opportunities and challenges in China. These findings could be supportive and useful for policymakers and the private sector to improve the effectiveness of strategic plans and policy developments as well as ensure sustainable growth for the entertainment industry between Thailand and China in the long run.Moreover, the progress of Thai entertainment can promoteto make Thailand’s soft power better known worldwide and increase the country’s economic value and generate income for communities. Keywords - Thai Entertainment industry, Thai wave, Chinese market