The oft-misquoted line from Field of Dreams — “If you build it, they will come” — proved especially fitting for the recent gathering of Thai and Filipino film producers, creatives and celebrities at the “Thai Content in the Philippines 2026” dinner talk at New World Makati Hotel.

Organized by the Department of International Trade Promotion (DITP) under Thailand’s Ministry of Commerce, the exclusive sit-down dinner capped a major three-day initiative aimed at fostering and strengthening artistic, creative, media and production collaborations between the Kingdom of Thailand and the Republic of the Philippines.

DITP director-general Sunanta Kangvalkulkij said in her speech: “Thai Content in the Philippines 2026 has delivered results on two levels. The trade value is a clear outcome, but equally significant is what our companies have learned about the market — the formats Philippine buyers require, and the business models they are prepared to enter into.”

“The interest in vertical content is instructive. It is a format Thai producers are well equipped to supply, and the demand exists now,” Kangvalkulkij said. “This is the value of direct engagement: the opportunity was presented to our companies in person, not identified through a market report. Thai content has the quality and the range to compete anywhere in this region. The Department’s role is to ensure that buyers and producers meet.”

DITP supports Thai businesses entering international markets through trade missions, market-development activities and business matching in target markets, helping strengthen the competitiveness of Thailand’s content industry.

Deals and projects

 Eighteen Thai film, television and content companies secured THB 4 million in immediate business and identified a further THB 136 million in projected trade during Thai Content in the Philippines 2026.

The trade mission brought together ProGold Plus Company chief executive officer Vitvat Supasiriwatthanakul; Waga Creative co-producer and actor-producer Judo Thannidhi Tharinpirom, CEO and project manager Paveena Pomsuk; Studio 1986 producers Taddanai Praman, Sarrudapat Kongtoh and Jinna Kongma; 9 NAA Production CEO Worarit Ninklom; and Halo Productions managing director Napassarin Prompila.

Also present were Matching Maximize Solution executive assistant Sujitra Jampathong; One 31 senior associate vice president Noppachai Wangrak; PRT Idea Studio managing director Peeranthon Saensook; Rabbit Moon Corporation CEO Akrawat Ruengkitakra; and Go On House executive Thitipun Satitamorntham, editor Pattata Tantilipikara, and head of creative and director Torphong Kul-onl.

The delegation also included Mahamongkol Film Studio Production CEO Nhararmin Kumraks; Mojo Living associate producer and head of business development Natthanan Luengpuangkaew; Thai Broadcasting Workpoint Group senior licensing officer Natnicha Wittayamas and assistant manager for licensing and content partnerships Pataneeya Siripraprut; ThemeWork Studio managing director Phairoj Tewinburanuwong and business development director Suchada Bussaracomwong; Top Move managing director Wutikom Yuphawatthana; and World Premier Art managing director Laksawan Wongworrakan and group brand manager Tidarat Kaewpira. Members of the Thai delegation presented their respective company profiles and discussed potential partnerships.

The companies held 152 meetings with Philippine producers, distributors and digital platforms — an average of eight per company. Of the projected business, THB 50 million is expected within one year and THB 86 million over the next two to five years, bringing the mission’s total value to THB 140 million, or approximately P263 million (USD 4.2 million).

The clearest market signal came from vertical content. Several Thai companies drew interest from Philippine platforms specializing in the format, reflecting how rapidly mobile viewing is reshaping the local market. For Thai producers, this opens new distribution channels and makes a case for developing content specifically for the format rather than merely adapting existing material.

Interest extended well beyond conventional licensing. Buyers raised the possibilities of co-investment, co-production, remake rights for films and series, talent and artist sourcing, fan meetings and joint marketing — models that position Thai companies as production partners rather than simply licensors of finished work.

Filipino actors Royce Cabrera, Gillian Vicencio and Kristof Garcia also attended the dinner talk.

Organized by DITP with Hello Sunrise Productions as its local partner, the event offered an encouraging glimpse of what closer Thai-Philippine collaboration could produce. The documentaries, traditional and vertical dramas, films, and television programs that may emerge from these new partnerships are certainly worth looking forward to.