In a world where soft power—the cultural influence a country exerts globally—has become a key driver of economic and social development, countries like South Korea have emerged as leaders, turning K-pop, K-dramas, and K-culture into global phenomena. But what if Thailand could follow in Korea’s footsteps? Could it be the next soft power giant in Asia?
To find out, True Blog spoke to Ari Arijitsatien, the co-CEO of True CJ Creations, just as she was preparing for the launch of “Good Doctor,” the highly anticipated adaptation of Korea’s hit series, which held the number one spot in its timeslot for most of its run.
Under Ari’s leadership, True CJ Creations has made significant strides in the Thai entertainment industry, transforming local content into powerful tools for cultural influence. Ari’s story is one of determination, creativity, and innovation, and it may just be the spark that propels Thailand into the global cultural spotlight.
The Soft Power Playbook: How True CJ Creations is Shaping Thai Content
True CJ Creations was born from a strategic partnership between Thailand’s True Visions and South Korea’s CJ ENM, a powerhouse in the global entertainment industry. Ari, who took the helm as co-CEO, recalls how the venture began with a clear purpose: to bring the best of Korean media production expertise to Thailand, while fostering a unique Thai creative spirit.
CJ ENM, known for its expertise in both scripted and unscripted content, provided the hard skills—production knowledge, distribution strategies, and content creation systems—that have made K-drama a worldwide success. However, as Ari points out, Thai storytelling required a different touch. “We’re not just copying and pasting Korean scripts,” she says. “We adapt, taking inspiration from Korean formats but transforming them to resonate with Thai audiences.” This balance between global expertise and local creativity is the driving force behind True CJ Creations’ success.
The global entertainment landscape is more competitive than ever. Yet, True CJ Creations is determined to carve out a space for Thai storytelling. The company has produced over 21 drama series and 16 variety shows since its inception, contributing to the rise of Thai content across both local and international platforms.
One of the company’s biggest hits to date is “Emergency Couple,” a remake of the popular Korean series, which became the number one most-watched show in Thailand’s OTT platforms. Not only does it reinforce True CJ’s position in domestic market , but also showcased the potential of Thai content to surpass international content. “Emergency Couple was a huge success, topping the viewership charts even against international content among all local and international platforms in Thailand in first half of 2024,” Ari says proudly.
Ari’s approach to content is not just about producing hits; it’s about creating stories with purpose. From dramas to unscripted shows like “Hidden Gem,” which spotlights Thailand’s rich food culture, True CJ Creations focuses on content that celebrates Thai culture while appealing to a broader audience. “We shoot everything with purpose,” Ari emphasizes. “It’s not just about producing hits. It’s about telling stories that matter—whether it’s highlighting Thai cuisine or portraying family values.”
A Vision for Soft Power: Putting Thailand on the Global Stage
A critical element in True CJ Creations’ success is TrueID, a digital platform that has become a dominant force in distributing Thai content to millions. Ari is quick to acknowledge the platform’s role in elevating the company’s reach. “TrueID is essential,” she says. “It’s not just a platform; it’s our key partner in getting Thai content to as many viewers as possible.”
That reach is critical to Ari’s ambitions for True CJ Creations. She is deeply invested in the idea that Thai content can be a vehicle for soft power, much like K-dramas and K-pop have been for South Korea. “There is potential for Thai content to be the next big thing,” Ari asserts. “But to capture that potential, we need to standardize production quality and refine our storytelling.”
True CJ Creations is already working on building this infrastructure. The company has implemented a robust producer system, modeled after the Korean approach, which emphasizes not only creativity but also the management of budgets, timelines, and logistics. Ari has been grooming a team of 10 in-house producers, ensuring that they have the skills and knowledge to produce content that meets international standards.
A Unique Leadership Style and Vision
In fact, the training and development of producers are at the heart of Ari’s leadership style. She sees herself as a mentor, guiding her team to not only succeed in individual projects but to contribute to the broader goal of raising the standard of Thai content. Her approach has yielded remarkable results, such as when a former prop store manager, under Ari’s mentorship, produced the highly successful “Emergency Couple.”
Ari’s leadership has been transformative for True CJ Creations, but she remains humble about her role. “I see myself more as HR than a CEO,” she says, emphasizing her commitment to developing her team and fostering a creative environment where everyone can thrive.
It reflects her extraordinary journey in CP Group for over two decades. She began as a personal assistant to the Vice Chairman of CP Group, later on closely collaborating with top executives and senior leaders of the group in marketing, business partnership and development.
She then realized successful marketing initiatives that bridged the group’s origins in agriculture and food processing with its content and tech ventures. Her success in connecting a global networking to the Thailand conglomerate was what landed her the role of CEO at True CJ Creations, despite her lack of experience in content production.
“It was quite intimidating to be in a leadership position in a male-dominated industry with veteran creatives who are used to doing things a certain way. But if you come prepared, if you work hard, you can demonstrate your value to them,” she explains.
Today, her vision goes well beyond developing her teams. “Soft power can shift the economy of a country,” she says, citing South Korea’s success as an example. “It can make people believe in your brand and give your country privilege in many ways.”
True CJ Creations, under Ari’s leadership, is paving the way for Thailand’s soft power revolution. By creating compelling content that resonates with audiences worldwide, the company is helping to shape a new narrative for Thailand, one that showcases its rich culture, creativity, and storytelling prowess.
