Thai cinemas rebounded strongly in 2023, led by local productions that outperformed Hollywood blockbusters at the domestic box office.

The hits of 2023 were the exceptions that proved the rule. Duangjai Jab Suea (Channel 3) succeeded largely due to the return of the "Koojin" (celebrity couple) marketing machine, leveraging the real-life chemistry of its leads into viral TikTok moments. The shows that failed were the ones that refused to adapt. The industry realized that to survive, the Lakorn needs a streaming-first mentality: tighter scripts, shorter runtimes, and production value that can compete with Korean dramas.