Meanwhile in Japan, Thai dramas experienced a boom in 2020, with Yahoo Japan stating that "the Thai wave is coming after the Korean wave." While the initial boom was led by Thai BL dramas such as and , the introduction of Thai entertainment to the Japanese market let Japanese consumers to explore other Thai entertainment content as well. After months of sustained popularity, TV Asahi announced a business partnership with GMMTV to "deliver fresh and stellar Thai content to the Japanese market and further unlock the great potential 'Thai style' entertainment holds".