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.

Asean International Sandbox Conference

Editor's Note

Table of Contents

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

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

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