Asean International Sandbox Conference

Editor's Note

Kanitsorn Terdpaopong — 2025-06-21

Analysis of Factors Influencing Otaku Game Players' Purchases of Game Derivatives

WEI SHIHAO — 2025-06-11

Since 2016, China's Otaku game industry has experienced rapid growth, and today, Chinese Otaku games have gained a foothold in the global market. Not only are these games popular among young people, but its related derivative products have also become a highly sought-after product among today’s youth.

This paper begins by studying and sorting out the previous literature, determines the relevant influencing factors, then uses the TPB model and 4C model to organize and standardize. Finally, relevant data is collected through a survey questionnaire, and data from relevant game players is collected in the game community. A total of 675 valid data samples are obtained. Finally, SPSS was used to analyze the reliability and validity of the data to ensure high reliability.

By analyzing the influencing factors of Otaku gamers' purchase of derivatives, such as the operation of game companies, UGC community, symbolic consumption, character popularity, price factors, scarcity of derivative products　and co-branded models, game companies can more accurately position the market and design characters that better meet the needs of players. Additionally, marketing strategies can be optimized by using relevant factors to increase players' motivation to buy and strengthen brand loyalty.

Key Factors Driving the Popularity of Thai Dramas in Mainland China's Entertainment Market: Audience Preferences, Media Channels and Cultural Appeal

WANJING ZHANG — 2025-06-11

This study investigates the key factors driving the surging popularity of Thai dramas in mainland China’s entertainment market, focusing on audience preferences, media distribution channels, and cultural appeal. Employing a quantitative research design, the study utilized a structured questionnaire to survey 400 Chinese viewers.The research objectives were to examine Chinese audiences’ perceptions and preferences for Thai dramas, analyze the role of digital media platform in enhancing accessibility, explore the resonance of cultural narratives , and assess the influence of cross-cultural exchange on emotional engagement and cultural understanding.

Findings reveal that Thai dramas captivate Chinese audiences younger viewers aged 18–34—through unique storylines, high-quality production, and relatable themes, with 77.6% of respondents highlighting their unique narrative style. Digital platforms significantly amplify accessibility and engagement, with regression analysis indicating a strong correlation (adjusted R² = 41.7%, p < 0.05) between media distribution and viewership. Culturally, themes like Buddhist values and family harmony align with Chinese sensibilities (72.9% resonance), fostering cross-cultural interest (70%+). Statistical analyses, including multiple regression and correlation tests, confirm that audience preferences, digital media, cultural narratives, and cross-cultural communication collectively underpin the success of Thai dramas in China.

This research underscores the interplay of emotional, technological, and cultural dynamics in shaping media consumption trends, offering insights into global media flows and the role of Thai dramas as a conduit for Thailand-China cultural exchange.

CROSS-CULTURAL COMMUNICATION IN THE DIGITAL AGE: AN ANALYSIS OF MEDIA CHANNELS AND CULTURAL INFLUENCE ON THAI ARTISTS ON CHINESE AUDIENCES

Jiatong Qin — 2025-06-21

This study explores the dynamics of cross-cultural communication in the digital age, focusing on the influence of Thai artists on Chinese audiences through various media channels. As globalization and digital platforms reshape cultural exchanges, Thai entertainment content, particularly dramas and BL series, has gained significant popularity in China. The research examines how digital media—such as social media platforms, streaming services, and interactive fan mechanisms—facilitate this cultural exchange.Using a quantitative approach, data were collected from 400 Chinese participants aged 18–40 through an online questionnaire. The research concludes that digital media channels play a critical role in enhancing Thai artists' influence on Chinese audiences and promoting cross-cultural exchange. Platforms facilitate content distribution and audience engagement, with a significant positive correlation between digital media usage and cultural appeal. Thai entertainment's cultural appeal, including its themes, blending of modern and traditional elements, and portrayal of Thai lifestyles, resonates with Chinese audiences, contributing to its popularity. Thai artists employ strategies such as language adaptation and collaborations with Chinese influencers to bridge cultural differences, with language adaptation proving most effective. Regression analysis supports the significant impact of digital media on cross-cultural communication, explaining 71.5% of the variance in audience engagement. Hypothesis testing confirms that both digital media usage (H1) and cultural factors (H2) are crucial in fostering cultural exchange, with the latter's role in appealing to Chinese audiences validated by the survey results.

Factors Influencing Customers’ Decision-making to Purchase New Energy Vehicles in China

Haoyu Liao — 2025-07-01

This study investigates the key factors influencing Chinese consumers' decision-making in purchasing New Energy Vehicles (NEVs), with particular focus on the role of intelligent connected technology. Employing quantitative research methods, data was collected through questionnaires and analyzed using statistical tools. The research scope covers potential NEV buyers in major Chinese cities, examining multidimensional variables including technological features, family factors, and social influences on purchasing decisions.

The findings reveal that intelligent connected technology significantly enhances consumers' purchase intention, with autonomous driving capabilities and smart interactive systems being the most attractive features. Additionally, family usage needs, environmental awareness, and social recognition demonstrate substantial influence. Based on the results, recommendations include manufacturers strengthening R&D in smart technologies, policymakers improving supporting infrastructure, and implementing targeted marketing to enhance consumer awareness. This study provides both theoretical support and practical guidance for promoting the development of the NEV market.

The Effect of Lead Users on Firms' Innovation Performance in a Social Media Environment-Mediated by Firms' Social Media Use

DaPeng Liu — 2025-07-14

In order to investigate how lead user enhance corporate innovation performance in a social media environment, this study examines the internal mechanism by which corporations utilize social media platforms to access the knowledge content shared by lead user on social media, which affects corporate innovation performance. This study takes user innovation theory, open innovation theory and resource base theory as the theoretical cornerstones, this study analyzes the mechanism of the role of knowledge sharing by lead users on corporate innovation performance, examines the mediating role of corporate social media use on the impact between knowledge sharing by lead users and corporate innovation performance, and constructs a theoretical model with mediating variables. Data were collected through a questionnaire survey and analyzed using SPSS and AMOS. The results of the study show that: 1) lead user's knowledge sharing has a positive and significant effect on corporate social media use and corporate innovation performance; 2) corporate social media use has a positive and significant effect on corporate innovation performance; 3) corporate social media use mediates between lead user's knowledge sharing and corporate innovation performance.

The Effectiveness of Digital Marketing Strategies in Enhancing Real Estate Sales and Rentals

Sutheera Sekal — 2025-07-14

This study examines the effectiveness of digital marketing strategies in enhancing real estate sales and rentals in Bangkok. With the shift from traditional marketing methods to digital platforms such as social media, SEO, CRM systems, and content marketing, the real estate sector has experienced profound transformations. This research adopts a quantitative methodology, surveying both real estate professionals and clients who have engaged with digital marketing in their property transactions. The objective is to identify the most effective digital strategies, assess their impact on customer decision-making, and analyze the challenges faced by agents in adopting these technologies. The findings aim to provide strategic recommendations for improving digital marketing practices, enhancing customer satisfaction, and increasing conversion rates. The study contributes to the academic field of digital business and offers practical insights for real estate professionals navigating an increasingly competitive digital marketplace.

Challenges in Cross-Border Trade Between Myanmar and Thailand: A Case Study of Myawaddy Border Trade Zone

May Thuzar Aung — 2025-07-14

This study investigates the challenges in cross-border trade between Myanmar and Thailand, focusing on the Myawaddy Border Trade Zone. It aims to identify and study in detail the present challenges to cross-border trade in the Myawaddy Border Trade Zone and to explore feasible solutions. Using a qualitative research approach, data was collected through semi-structured interviews and analysed using a thematic analysis method. A total of six traders and two government representatives were selected to provide diverse perspectives on the challenges faced in the Myawaddy Border Trade Zone. The findings reveal four main issues: transportation difficulties, fluctuations in exchange rates, changes in export policy, and border instability and security challenges. To address transportation issues, traders have started using alternative routes and maritime options. To address exchange rate fluctuations, traders suggest implementing advanced payment methods and adopting bilateral currency usage. To address changes in export policy, traders suggest delaying policy implementation until the end of the 2024-2025 fiscal year. To address border instability and security concerns, traders have opted for war risk insurance and collaborated with local authorities. The study recommends that the Ministry of Commerce maintain consistent trade policies, stable export and import regulations, and enhance trade facilitation. The Central Bank of Myanmar should focus on stabilizing exchange rates and addressing inflation. Traders should adopt advanced payment systems, expand supply chains, and collaborate with local authorities.

Analyzing the Legitimacy of the U.S. War in Afghanistan

Yosapat Thaohirun — 2025-08-06

The U.S. war in Afghanistan was one of America’s longest wars, spanning twenty years. Globally, the world united in the face of the 9/11 terrorist attack as the United Nations declared that terror should be fought against everywhere. However, this raises concern on the legitimacy of the use of force against non-state actors like al-Qaeda. This paper explores the War in Afghanistan through the lens of just war theory and under international law, specifically the right to self-defence. It is important to discuss this as the war itself is the landmark case for not just self-defence under international law but also the situation where an attack on a state actor was attributed to a non-state actor that resided in a different state. The analysis is achieved through first exploring and defining the principles of both moral and legal theories before then applying them to the case of the War in Afghanistan to determine its moral and legal legitimacy. After defining the principles and applying them to the case, it was concluded that the due to certain principles failing to be satisfied, the war was both morally and legally illegitimate.

The Enigma of Power: A Comprehensive Investigation into the Taliban’s Ascension to Power

Samir Khairzada — 2025-08-11

The rise of the Taliban in Afghanistan has significantly shaped both regional and global security landscapes, leaving a lasting imprint on the country’s sociopolitical development. This study investigates the historical, geopolitical, and strategic factors behind the Taliban’s ascension to power, focusing on the roles of the United States, Pakistan, and Afghanistan’s internal dynamics. The rationale for this research lies in the urgent need to understand how foreign interventions, regional rivalries, and domestic power struggles have collectively contributed to long-term instability, offering lessons for future policy and global security. To address gaps in theoretical understanding and policy analysis, this research applies the lens of classical realism to examine how power dynamics and foreign policy decisions influenced Afghanistan’s trajectory. A qualitative methodology was adopted, utilizing both secondary literature and primary data collected through semi-structured interviews with specialists in U.S. foreign policy, regional security, and Afghan sociopolitical affairs. These diverse expert perspectives provided valuable insights into the global, regional, and domestic factors driving the Taliban’s rise. The findings reveal that U.S. intervention during the Afghan-Soviet War, Pakistan’s strategic imperatives, and the fragmentation of Afghan political authority collectively enabled the emergence of the Taliban. The discussion underscores the dominance of realpolitik and national self-interest over normative ideals in shaping historical outcomes. The study concludes that understanding the interplay of international, regional, and domestic forces is crucial for informing future foreign policy and conflict resolution strategies, particularly in contexts marked by prolonged instability and competing geopolitical interests.

Digital Storytelling and Cultural Soft Power: A Case Study of Liziqi's YouTube Channel and Global Promotion of Chinese Culture

YUQIAO QIU — 2025-08-16

This study selected the quantitative approach, using purposive sampling to distribute a structured questionnaire through the Questionnaire Star to 400 international viewers of Liziqi's YouTube channel.The analysis method selects descriptive statistics, correlation analysis and multiple regression to study the relationship between digital storytelling elements and cultural soft power results.The research data confirmed Research Hypothesis 1 and Research Hypothesis 2, namely that the digital narratives in Liziqi's YouTube channel not only deepened viewers' understanding of Chinese culture but also promoted global cultural exchange through audience interaction. These findings highlight the strategic potential of digital media as a tool for cultural exchange and the development of soft power. This study established an independent variable IV: Digital Storytelling on Liziqi's YouTube Channel and its five elements: Visual Aesthetics, Traditional Cultural Elements, Narrative Techniques, Emotional Engagement, and Platform Accessibility, as well as two dependent variables: DV1: Cultural Soft Power and DV2: International Viewer Engagement, Perception, and Behaviour, to explore the critical role of Liziqi's digital storytelling in shaping a positive image of traditional Chinese culture, highlighting the role of digital storytelling in enhancing Chinese cultural soft power. This study recommends that institutions and creators should recognise the value of digital storytelling as a tool for cultural diplomacy. Future research could adopt a comparative approach to further explore its role in enhancing cultural soft power and promoting global cross-cultural exchange.

Keywords: Digital storytelling, cultural soft power, YouTube, Chinese culture, Liziqi, international communication

The Effect of Livestreaming on Purchase Intention in the Fast-Fashion Local Brand Industry Among Gen Z in Vietnam

Thu Lam Bao Nguyen — 2025-08-16

This study aims to explore the effect of live streaming on the purchase intentions of Gen Z consumers in Vietnam's local fast fashion industry. With the rise of social commerce, particularly the widespread adoption of livestreaming shopping, local brands are increasingly relying on this digital tool to attract young, tech-savvy audiences. The study seeks not only to examine the overall effect of livestreaming on purchase intentions but also to analyze the influence of five specific elements: host engagement, real-time product demonstrations, instant promotions, exposure frequency, and viewing duration. A structured questionnaire was distributed to 400 Gen Z respondents who had watched fashion-related live streaming within the past six months. Data was analyzed using descriptive statistics, correlation analysis, and regression analysis.

The results revealed a significant positive correlation between livestreaming and purchase intention, with host engagement identified as the most influential factor, followed by instant promotions and viewing duration. While exposure frequency and real-time product demonstrations also showed positive effects, their influence was relatively weaker. This study adds new evidence to the field of digital consumer behavior research and provides practical insights for Vietnamese local fashion brands to optimize their live streaming strategies targeting Gen Z audiences.

The United States' COVID-19 Vaccine Diplomacy Strategy:

Pavichaya Waleesukson — 2025-08-22

This study explores the United States’ COVID-19 vaccine diplomacy strategy, using Thailand as a case study in the context of U.S.-China rivalry. Vaccine diplomacy was used as a soft power tool during the pandemic. The research aims to explore whether U.S. vaccine diplomacy enhanced its soft power in Thailand more effectively than China’s, and to assess its impact and implications for future global health governance and diplomatic positioning. It fills both practical and theoretical knowledge gaps concerning the deployment of global health tools to exert strategic influence. Using qualitative research and thematic analysis, the study draws on semi-structured interviews with experts from public health and foreign affairs sectors, supported by analysis of official documents, policy reports, and media sources. Findings reveal that although China first provided vaccine donations, public skepticism around the efficacy of inactivated vaccines curbed its long-term contribution. On the other hand, the U.S., with a sluggish start, had public trust in mRNA technology and a multilateral distribution strategy, to reap more lasting soft power returns. Thailand’s achievement of neutrality illustrates middle powers’ strategic resilience in global crises. The study suggests increased investment in the health sector, increased domestic vaccine manufacturing, balanced foreign policy, improved public diplomacy, and equitable access to vaccines. Future research should explore the long-term impact of vaccine diplomacy, its relations with hard power, its effectiveness in enhancing soft power, and its implications for pandemic preparedness and domestic political dynamics.