K-Content Expanding Worldwide

The Hidden Guardians of Copyright

Interviewee. Hong Hoon-gi, Director of the Korea Copyright Protection Agency(KCOPA) Thailand Office

Q1. I understand that Thailand has high demand for K-Content. Could you share the current state of the K-Content industry, its demand, and future prospects in Thailand?

According to the ‘2023 Overseas Hallyu Survey’ published by the Korea Foundation for International Cultural Exchange, Thailand is the world leader in terms of Hallyu content exposure (62.2%), and as of 2022, the Thai content market was valued at $19.1 billion USD (about 23 trillion KRW), showing rapid growth and a high demand for K-Content. The exposure rates for various Hallyu genres are as follows: K-movies at 90.1%, K-dramas at 86.9%, and K-pop at 81.4%, indicating that most Thai people enjoy K-Content. With the increase in high-quality (well-made) content from Korea, the growth of the K-Content market in Thailand is expected to continue.

However, despite the high demand for K-Content, Thailand remains on the U.S. Trade Representative’s Special 301 Report Watch List, and there are areas that need improvement in terms of copyright awareness. Fortunately, Thailand has made progress since 2017, when it was moved from the Priority Watch List to the Watch List, showing consistent efforts by the government and copyright holders to improve copyright awareness through legal reforms and campaigns. In summary, Thailand is an important market with high demand for K-Content, but copyright infringement remains an ongoing issue, making it crucial for protecting Korean copyrights.

Q2. What is the copyright environment and awareness like in Thailand, and what is the situation regarding copyright infringement of K-Content?

According to the ‘2023 International Property Rights Index (IPRI),’ Thailand ranks 30th out of 125 countries in copyright protection, showing significant improvement from 69th place in 2022. Thailand has established legal frameworks to protect copyrights, including its adherence to the Berne Convention for the Protection of Literary and Artistic Works since 1931, which ensures compliance with global standards for copyright protection.

Moreover, the Thai government has made substantial efforts to prevent copyright infringement. This includes collaborating with law enforcement agencies to combat piracy, blocking illegal content, and taking proactive measures such as establishing an intellectual property roadmap, public-private partnerships to address online piracy, blocking ads on illegal sites, and holding regular campaigns to educate the public about copyright. These efforts have led to improved awareness of copyright in Thailand, although a 2022 survey by the Thai Ministry of Culture indicated that 60% of Thais recognize the importance of copyright. However, younger generations, especially those in their 20s and 30s, still engage heavily with illegal content, signaling the need for continued efforts to improve awareness.

As the popularity of K-Content continues to rise, illegal streaming and downloading sites are flourishing, often operating from overseas servers. In the past year, the KCPA Thailand Office monitored and removed 19,506 cases of illegal distribution of K-Content in Thai, with dramas accounting for 68% of the cases, followed by webtoons, variety shows, and movies.

Q3. Can you provide a brief introduction to the KCOPA Thailand Office and share any notable efforts to protect K-Content?

The KCOPA Thailand Office was established to protect the copyright of Korean content and prevent illegal distribution. Its primary activities include: International copyright cooperation and exchange Promoting legal usage of K-Content Addressing copyright infringement of Korean content abroad.

Key Roles of the Korea Copyright Protection Agency’s Thailand Office

• Facilitating exchanges and cooperation with the Thai government and private organizations (e.g., hosting policy forums, investigation cooperation) and building networks.

• Supporting measures and remedies for K-content copyright infringement (e.g., monitoring).

• Assisting K-content companies in entering the Thai market and promoting legitimate distribution.

• Providing consulting and legal support for local copyright registration, contracts, and remedies.

• Promoting copyright awareness through education and public relations campaigns in Thailand.

• Conducting research on trends in Thai copyright legislation, policies, industries, and markets.

The office has played a key role in strengthening international collaboration with Thai authorities, including the Intellectual Property Department (DIP), the Royal Thai Police, and other agencies. One example of its successful efforts includes collaborating with KBS and MBC to mediate a copyright dispute with a major Thai media group that was using Korean drama content without permission. This led to a successful legal distribution agreement between broadcasters from both countries, setting a precedent for public-private cooperation.

Another significant achievement involved the first-ever site-blocking action against illegal K-Content distribution in Thailand. After a lengthy legal process, the Thai Criminal Court ordered the blocking of websites distributing K-Content illegally, making it possible to block entire sites rather than individual URLs. This was a major step forward in addressing piracy in Thailand.

Copyright Protection Partners of the Korea Copyright Protection Agency’s Thailand Office

<K-Copyright Protection Main Activities in Thailand Office>

Q4. What are the future goals of the KCOPA Thailand Office?

As Mark Twain famously said, “Twenty years from now you will be more disappointed by the things that you didn’t do than by the ones you did.” Although this work is challenging, the KCOPA Thailand Office continues to foster cooperation with the Royal Thai Police, sharing monitoring system development know-how and facilitating the export of Korean copyright protection technologies. The goal is to export our copyright protection technology to Thailand, ensuring that K-Content is legally distributed and protected in the country.

<Protection Office Thailand Office Copyright Protection Technology Cooperation Enhancement Activities>

Q5. Lastly, do you have any message you’d like to share with the readers of ‘C STORY’?

Thailand is a country far from Korea, with significant differences in climate, language, and lifestyle. Therefore, pursuing activities to protect K-content copyrights from a Korean perspective may involve various challenges and constraints. However, as with all things in life, I believe that where there is a problem, there is always a solution nearby.

In the Chinese classic Romance of the Three Kingdoms(三國志演義), there is a saying: “逢山開道 遇水架橋”, which means, “When you encounter a mountain, carve a path; when you encounter water, build a bridge.” This phrase, spoken by Cao Cao after his defeat to Liu Bei in the Battle of Red Cliffs, demonstrates his unyielding determination to find a way forward, even in the face of seemingly insurmountable obstacles.

In the same way, I firmly believe that as copyright protectors and local copyright advocates, if we combine our thoughts, efforts, and strengths, there is nothing we cannot achieve. Just as small drops of water come together to form a river and eventually an ocean, I am confident that our collective efforts will one day bear fruit.

Content inspires us to dream, and we, in turn, inspire creators to dream. That time is now!