A Useful Ghost, a new film from Thailand, has gained international acclaim for its unique storytelling. The film, which premiered at the 2025 Cannes Film Festival, tells the story of a woman who dies from dust pollution and comes back to possess her husband’s vacuum cleaner to protect him. This narrative weaves in themes of power inequality, queer love, and environmental issues, showcasing the bold creativity emerging from Thai cinema.
Directed by Ratchapoom Boonbunchachoke, this film not only won the prestigious Critics’ Week Grand Prix, marking it as the first Thai film to achieve this honor, but it also highlights the growing reputation of Thai dramas on the global stage. Judges characterized the film as “bold, free, and unclassifiable,” noting its playful approach to genres and its ability to resonate on both intimate and universal levels.
Thai Dramas Gaining International Attention
Thai cinema is increasingly turning heads worldwide, building on a legacy of distinctiveness and innovative storytelling. Last year, the film Mad Unicorn, centered around a start-up courier service, reached fourth place on Netflix’s weekly top 10 for non-English series. Other successful productions such as Master of the House and Ready, Set, Love have further solidified Thailand’s position in the international film landscape.
According to audience analytics firm Media Asia Partners (MPA), Thai content exhibits the most cross-border appeal among Southeast Asian nations. The “travelability” of Thai films—how much of the content is consumed overseas as opposed to domestically—is approaching that of Japan, illustrating the growing interest in Thai narratives.
The emotional depth and strong cultural authenticity in Thai films are key factors in their global appeal. As Boonbunchachoke explained to ABC, “Thai film is like Thai food—the flavour needs to be strong.” This emphasis on emotional resonance drives creators to produce films that are not only dramatic but also relatable to audiences worldwide.
Creativity and Cultural Authenticity in Advertising
The creativity rampant in Thai cinema is mirrored in its advertising sector, where many filmmakers begin their careers. Paul Nagy, chief creative officer at VML Asia Pacific, noted that Thai commercials are known for their inventive and unconventional storytelling. During the 2024 Cannes Lions awards, Thai entries achieved a remarkable win-to-entry ratio, showcasing the country’s creative prowess.
Nagy highlighted that the lack of constraints in Thai storytelling allows filmmakers to explore bold narratives without adhering to formulaic structures often found in Western media. This freedom fosters an environment ripe for innovation, producing films like A Useful Ghost, which challenge conventional storytelling norms.
Dr. Mary Ainslie, an associate professor at the University of Nottingham, attributes much of this wave of creativity to Thailand’s rapid modernization. With the eighth-fastest broadband internet in the world, and a 91 percent internet penetration rate, the Thai population is becoming increasingly connected and globally aware, contributing to the evolution of its film industry.
Thai directors trained abroad are returning home with fresh perspectives, while the consolidation of studios into oligopolies has further enhanced the industry’s infrastructure, allowing for collaboration and skill development among filmmakers.
Film as a Soft Power Tool for Thailand
Thailand is becoming an attractive destination for international film productions due to its scenic landscapes, affordability, and skilled workforce proficient in English. The Thai government recognizes film as a vital cultural export, promoting it as an element of soft power. In November 2024, the Prime Minister met with executives from major streaming platforms like Netflix and Disney to discuss opportunities for collaboration.
The government has implemented incentives, including cash rebates of up to 30 percent for eligible foreign productions, to attract filmmakers. In 2025, 491 foreign films and shows, including blockbusters like Jurassic World, were filmed in Thailand, generating approximately THB 6.58 billion (about $309.8 million) for the economy.
While the growth of the film industry is promising, Ainslie cautioned against the risk of typecasting Thailand, with certain narratives potentially overshadowing the diversity of stories that can be told. She noted that filmmakers might feel pressured to conform to specific representations that align with a state agenda, which can stifle creative expression.
Despite these challenges, Boonbunchachoke remains optimistic about the future of Thai cinema. He observes a shift among commercial film studios toward tackling more complex and darker themes, indicating a willingness to push beyond the boundaries of traditional storytelling. As independent filmmakers become less constrained by self-censorship, opportunities for innovative narratives continue to expand.
A Useful Ghost exemplifies this evolution, engaging with both local and universal themes, such as pollution and power dynamics, while drawing from well-known Thai ghost stories. As the industry evolves, it is clear that Thai cinema is not only making a mark on the global stage but also challenging established norms and sparking crucial conversations.
