Purpose This study investigates Thailand's Y-Series as a multidimensional cultural phenomenon that shapes queer visibility, lifelong learning and inclusive social development. It examines how producers, actors and audiences co-construct meaning through narrative strategies, participatory practices and transnational media flows. The research aims to understand how Y-Series functions simultaneously as representation, commercial product, learning environment and soft power instrument. By analysing the tensions between visibility and commodification, creativity and market pressures, and aspiration and social reality, the study highlights how Y-Series contributes to cultural dialogue, identity negotiation and the imagining of more inclusive societies. Design/methodology/approach A qualitative, interpretivist and constructivist research design was employed to explore diverse stakeholder perspectives. Data were collected through semi-structured interviews with producers, actors and viewers; participant observation at fan events and promotional activities; and online ethnography across social media and fan platforms. A multiple-case study approach enabled comparison across stakeholder groups. Data were analysed using thematic analysis and supported by narrative inquiry to capture how individuals construct meaning, negotiate identity and engage with Y-Series as a cultural and learning resource. Trustworthiness was ensured through triangulation, member checking, reflexive journaling and a detailed audit trail. Findings The study identifies four key themes: negotiated queer visibility, audience agency, commercial imperatives and soft power. Y-Series constructs conditional queer representation shaped by cultural norms and market constraints. Audiences act as active interpreters and creators, transforming media engagement into informal and intercultural learning. Commercial structures – particularly the commodification of actor pairings – both enable visibility and limit authentic representation. Y-Series also operates as a tool of cultural diplomacy, fostering tourism and transnational cultural understanding while occasionally projecting idealised images of LGBTQ + acceptance. These dynamics reveal Y-Series as a culturally significant yet tension-filled media ecosystem. Research limitations/implications The study focuses on producers, actors and highly engaged fans, which may underrepresent experiences of casual viewers or marginalised LGBTQ + subgroups. Its qualitative design offers depth but limits generalisability. The rapid evolution of Y-Series means findings reflect a particular moment in a dynamic media landscape. Future research could expand to include policymakers, educators, international broadcasters and advocacy organisations. Despite these limitations, the study provides a framework for examining media as an informal learning environment and highlights the need for further inquiry into how commercialised queer representation influences public understanding and social inclusion. Practical implications The findings highlight opportunities for industry stakeholders to enhance ethical and inclusive practices. Production companies can adopt clearer labour protections for actors, integrate LGBTQ + consultants into script development and diversify funding sources to reduce sponsor-driven constraints. Formalising audience collaboration through advisory panels or creative participation can increase authenticity and narrative relevance. Tourism and cultural agencies can leverage Y-Series strategically while ensuring more accurate depictions of LGBTQ + realities. Overall, these implications support more sustainable, inclusive and socially responsible media production aligned with Thailand's cultural and creative-economy goals. Social implications Y-Series contributes to public understanding of gender, sexuality and diversity by offering emotionally resonant representations and fostering inclusive fan communities. However, its selective and commercialised portrayals risk reinforcing sanitised images of queer life, potentially obscuring ongoing inequalities. The genre's global reach also influences cross-cultural perceptions of Thailand, highlighting the need for balanced portrayals that align cultural visibility with social reality. As a site of informal, affective and lifelong learning, Y-Series has the potential to strengthen empathy, support identity exploration and promote inclusive social norms when paired with broader social and policy efforts. Originality/value This study offers one of the first multi-stakeholder qualitative analyses of Thailand's Y-Series, integrating perspectives from producers, actors, and audiences. It uniquely situates Y-Series within the frameworks of lifelong learning, inclusive social development, and cultural diplomacy, demonstrating how popular media can function simultaneously as representation, pedagogy and soft power. By highlighting the tensions between visibility and commodification, creativity and commerce, and aspiration and structural inequality, the study provides new conceptual insights for media studies, queer scholarship and Southeast Asian cultural research. It advances understanding of how mediated narratives shape identity, learning and social imagination.
Dech-siri Nopas (Wed,) studied this question.