Queer fantasy economy: Rethinking queerbaiting through Thai Y-series drama and industry

This article introduces the concept of “queer fantasy economy” as a compelling framework for analyzing the production, representation, and reception of commercially produced queer media. Taking the Thai Y-series drama—a rapidly expanding genre that originated in Thailand and has gained widespread popularity in non-Anglophone regions from Asia to Latin America—as a case study, we examine the recurring allegations of queerbaiting in the transnational fandom. By exploring the intricate dynamics of the Thai Y-series industry, including its queer representation, as well as audience engagement and marketing strategies, we interrogate simplistic critiques of queerbaiting and advocate for more nuanced, contextualized perspectives. The “queer fantasy economy” approach illuminates the interplay between economic imperatives, creative worldmaking, state power, and the affective economies of queer visibility. Ultimately, we argue that “queer fantasy economy” provides a nuanced lens for understanding queer media as an expedient strategy for queer advocacy and representation, and for rethinking queer media’s transformative potential in societies where civic space for gender and sexual diversity is limited or shrinking.