BUPPHESANNIWAT (LOVE DESTINY): LITERATURE
AND CREATING VALUE ADDED THAI ECONOMY
Sumalee Phonkhunsap
E-mail :
Faculty of Humanities and Social Sciences, Khon Kaen University, Thailand
Faculty of Humanities and Social Sciences Rajabhat Maha Sarakham,
University, Thailand
Assoc. Prof. Dr Rattana Chanthao

Faculty of Humanities and Social Sciences, Khon Kaen University, Thailand
Abstract
The objectives of this academic article are to describe Thailand‟s economy and
tourism phenomenon significantly influenced by hit TV drama named Bupphesanniwat or
Love Destiny, authored by “Rompaeng” pseudonym that caused the highly astounding
popularity and success in Thailand. The research conducted by collecting information and
news concerning with Bupphesanniwat that spread through mass media and social media
with the period of collecting data: 22 February 2018 - 11 April 2018. The results of this
study revealed that Bupphesanniwat novel produced into TV drama has an influence on
Thai society in many aspects as follows: 1. Passing on continuing the Thai virtuous culture
2. Culture Tourism 3. Economic aspect particularly culture tourism industry and
Thailand‟s historical tourist sites. This current mega-hit Bupphesanniwat also ignites the
boom in Thainess popularity amongst almost Thai people of all ages, genders and
occupations. It also demonstrated values of Thai literature not only creating enjoyment but
it can further significantly develop and create value-added economy.
Keywords: Historical novel, Culture Tourism, Historical tourism, Economy, Local economy
1. Introduction
As a historical novel depicting Ayutthaya period, Bupphesanniwat, written by
―Rompaeng‖ or Chantayavee Sompreeda, TV scripts written by Sallaya, produced as TV
drama at the first time in 2018 by Broadcast Thai Television Co., Ltd. And has been put on
air on 21 Febrary 2018 and and its popularity has surged ever since like a wildfire after
only a few episodes. It has rapidly become talk of the town amongst audiences who admire

historical contents in the period of King Narai the Great contained in this hit TV drama,
produced a highly addictive cocktail of fascinating themes and lured audiences to watch
with its combination of fun and historical knowledge at the same time .
Created by human, literature is thus undeniably related closely to society. Literature
serves to capture the image of each society in each period thoroughly. Many aspects of the
environment has motivated authors to write a literature. Inspired by just a few words

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appeared in historical record, the author of Bupphesanniwat is written by depicting and
reflecting how people make a living in the period of King Narai the Great. Rompaeng once
said about her novel that "In my feeling, It is quite difficult to write this novel because it is
based on history. It contains lots of connotations that readers are able to interpret in many
ways indepently and deeply as they want to. But I try to make it a neutral notion and
themes as much as possible." (2012: 5)
The novel is based on a time-travelling love story about a female archaeologists
who was born in the reign of King Rama 9 in the Rattanakosin period with a handsome
young nobleman who was an ambassador during the reign of King Narai the Great, of
Ayutthaya period. Its themes and contents dating back to the past more than 300 years and
illustrates the link between historical events and fictional characters harmoniously.

Reference: />When the novel Bupphesanniwat was presented in the form of television drama, it
caused a phenomenon in Thai society. It is clear that this phenomenon has affected the
tourism industry and the Thai economy significantly. This article thus aims to study how
literature influenced Thai society and economy. The information and data collected is
based on data presented about novels and this TV drama. Bupphesanniwat was published
through mass media, newspapers, magazines, radio and television including social media.
Data collection conducted from 22 February 2018 until 11 April 2018. The results of this
study indicated the influences of literature Bupphesanniwat towards on Thai economy and

tourism. It also demonstrated that cultural capital plays a significant role for Thailand to
further develop to add higher value for that.
2. Results
From a novel to mega-hit TV drama phenomenon
This literature has considerably a positive feedback and received the attention of the
readers with more than 30 times published and become alert with a current trend among
readers in Thailand. It shows that Thai people also like to read literature and ignites hopes
and inspiration for writers to create a quality literature on the market.

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When the novel Bupphesanniwat has become the television drama and put on air
just a few early episodes, it results in the Bupphesanniwat phenomenon and the word "Or
Chao" as the second personal pronoun that the hero always called the heroine in the TV
drama has become mega-hit and has been trending rapidly on the social media such as on
Twitter, Facebook and Instagram. This TV drama was also up to be the most trending
hashtag on Twitter in the first placement in the world while broadcasting.
The atmosphere of watching television together with the family was back again.
Members ranging from children to adults even the elderly addictively pay attention to
watching this mega-hit TV drama, which is the phenomenon that not happened so long ago
in Thailand, particularly the era where social media has plays a dominant role in almost
every aspects of life. This TV drama is considered as a family drama that attracts to all ages.
It is also fun with romantic-comedy plot and providing historical knowledge at the same
time. It causes Thai people to pay more attention to their roots and Thai history especially in
the glorious period of Ayutthaya. In addition, with its astounding popularity, the production
team thus organizes to put on air the 9th episode of this mega-hit TV drama in the first class
cinema; that is the first time in Thailand that TV drama can be broadcast in cinema.
Seree Wongmontha (2018) said that there were a wide range of interesting aspects
that why Bupphesanniwat TV drama has become phenomenal nationwide and its

phenomenon also contributed to the nation considerably , that is to say, it disseminated and
provided the knowledge of Thai language and Thai history and brought back the proud to
be Thai to new generation, providing morals on how to live valuably as well as helped
promote historical and culture tourism, compatible with ―Niyom Thai‖ policy of Thai
government. It has led the government to focus on promoting Ayutthaya tourism and pay
more attention to formulate the policy to promote Thai drama and Thai series go global.
Thai dress has become common in everyday life resulting from this mega-hit TV drama.
All these reasons contributing this TV drama became a valuable phenomenon in the wake
of popular Thai and attracted new generation to pay more attention to study Thai history
more deeply.
It is argued that there are only a few Thai literatures that will produce this kind of
phenomenon. If we consider factors leading to great achievement nationwide of this megahit TV drama, one factor results from literation‘s function to provide knowledge for reader
considerably, it told a fascinating story based on historical background through characters
with interesting action combined with the excellent television scripts makes it become
phenomenal in Thai society undoubtedly.
Passing on and continuing the Thai virtuous culture
Culture is a way of life associated with people all the time. The daily life of people
is unavoidably related to culture. People are thus both creator and innovator of culture, in
direct and indirect ways. In order to make sure that culture will transform suitably
according to the changing times. (Office of the National Culture, Commission Ministry of
Culture, 2008: 17)

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Bupphesanniwat or Love Destiny considerably creates phenomenon in Thai society.
It motivates Thai people to look back to their strengths, namely, Thai culture, especially
type of economic competition worldwide that are prone to connect economy with culture.
In order to promote economic development, culture based economy plays an important role
in distributing income to the community. The Bupphesanniwat Tv drama displays a variety

of cultural aspects as follows:
1. Aspect of art objects and artistic work
Thai culture has a beautiful and delicate art objects and artistic work such as
clothing, paintings, music, etc. Bupphesanniwat TV drama demonstrates this attractiveness
through the action and the characters. Retro hair styles and ornaments of actors and actresses
appeared on this TV soap opera are displayed delicately and production team seriously
studied details based on historical record. When the audience sees the costume of the
character appeared on TV, the astounding popularity of dressing Thai costume has rapidly
spread nationwide, mostly they usually dress Thai retro costume to travel to historical sites as
appeared on this TV drama. In addition, the Thai government seizes this opportunity to
further to promote dressing Thai retro costumes dress during the Songkran Festival.
2. Thai cuisine
Thai cuisine is considered as a culture. In Bupphesanniwat TV drama, ―Katsurang‖
an archaeologist from Rattanakosin period, who is possessed in the body of ―Karaked‖, the
female protagonist in the story cooked a variety of current Thai cuisine unknown for Thai
period in the Ayutthaya to taste such as Green Mango with Sweet Fish Sauce, Grilled
River Prawn with Thai spicy sauce, Korean Barbecue in Thai Style, etc. These
circumstances appeared on this TV drama is significantly considered as a stimuli for Thai
economy caused by current mega-hit of Bupphesanniwat TV drama to grab opportunity to
stimulate economy in general. Lots of audiences want to eat many Thai cuisine menu
appeared on Bupphesanniwat TV drama, Grilled River Prawn restaurant waiters and
waitresses, for instance, dressed Thai retro costume to lure customers and Green Mango
with Sweet Fish Sauce has become very popular and been selling like hot cakes . In
addition, Bupphesanniwat TV drama also referred to the person who actually exist
according to historical record like ―Marie Guimar‖ or ―Thao Thong Geeb Ma‖ (Lady
Thong Geeb Ma) who is reputed as the Queen of Thai traditional desserts.
3. Thai Herbs and Traditional Thai Medicine
Thai Herbs and Traditional Thai Medicine are considered as a Thailand‘s cultural
wisdom. Bupphesanniwat TV drama presented Thai folk wisdom as appeared on many
scenes such as the scene where the hero and heroine must brush their teeth with a brunch

of King Khoi (Siamese Rough Bush), the scene in which the heroine scrubbed her body
with turmeric while bathing to make her skin smooth, the scene where the maids used
tamarind to scrub the heroine‘s skin, the scene in which the heroine used kaffir lime to
wash her hair, the scene where the maids and slaves chewing betel nuts in the house of
―Okya Horadhibbodi‖, the royal augur, the father of hero in the story. The scene in which
the hero grinded Phlai or Cassumunar ginger to heal the heroine‘s wound caused by being
punished by a rattan stick. All scenes that displayed the ways traditional Thai medicine had

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been applied have a positive impact on Thai Herbs and Traditional Thai Medicine
dissemination and even the Director-General of the Department of Traditional Thai
Medicine and Alternative Medicine came to thank you this mega-hit TV drama to spread
useful knowledge of Thai Herbs and Traditional Thai Medicine to audiences.
4. Thai tradition and Thai play
Thai traditions in the past has become to be dynamically alive again when
Bupphesanniwat TV drama put Thai traditions and Thai play on many scenes such as long
boat competition between Thai noble men and commoners , the building of sand pagodas,
or gor phra chedi sai in Thai (Sand chedi). This tradition apparently started as a way for
local people to make merit, play performed by all male initiated in the period of Ayutthaya,
was very popular amongst commoners, making merit and the scene of giving food
offerings to a Buddhist monk, the scene of commoners listening to sermon in a temple as
well as the scene the heroine played ―Tang Te‖, etc.
Mr. Vira Rojpojchanarat, Minister of Culture referred to this current mega-hit TV
drama that it is phenomenon compared equally to Korean hit series ―Dae Jang Keum‖. It
ignites the boom for Thai people to pay atten to their Thai roots and culture and the prime
minister assigned the ministry to further to continue its popularity by promoting TV drama,
film production concerning Thai historical backround. Furthermore, the ministry of culture
together with this TV drama production will also participate and exhibit in Hong Kong

Filmart 2018.
It is thus observed that Thai culture presentation through TV drama created highly
astounding interests to audiences and the audiences are motivated to imitate the way the
actors/actresses dress, eat, play ,etc. It is also considered as stimuli for Thai people to come
study Thai culture in many aspects considerably and then they are able to appreciate the
values of Thai culture as well as attracting tourists to travel to historical sites appeared on
this mega-hit TV drama and want to study more on Thai culture.
Culture Tourism
In the present time, the Thai tourism industry focuses on sustainable tourism or
conservation tourism leading to develop into has developed into two new types of tourism:
Ecotourism and Culture tourism. Culture tourism is a travelling to cultural sites or
traditional and cultural events organized in the local community for their amusement,
including tourists are able to study and understand the local‘s belief, characteristics of
society and culture such as Historical Tourism and Tradition and Art Tourism, etc. The
culture mentioned above is thus considered as a selling point in tourism. It is a capital that
can bring economic development, making money for people in the community. Cultural
capital, as it is called, can be employed to develop economic sector considerably.
(Karnarin Jaruwan, 2016: 1-3)
With the popularity of Bupphesanniwat TV drama, more tourists, both Thai and
foreign tourists, are interested in visiting historical sites , creating lots of incomes for the
local in the community. Organizing a tour at historical sited as appeared in the mega-hit

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drama doubled tourists, particularly, Wat Chaiwatthanaram, where weekend visitors surged
to nearly 20,000.
Wat Chaiwatthanaram is an ancient temple located in Ayutthaya province that was
used as a major scene in the early stages of the story, in which Kadsurang and Reungrit
paid a visit to collect archaeological data. The scene was rode a boat passing through the

temple and saw the graciousness of the temple at night. Furthermore, There are also other
temples appeared in Bupphesanniwat TV drama such as Wat Phutthaisawan, Wat Phra Sri
Sanphet And Wat Choeng Tha. The important historical sites which appear in the story
have become talk of the town and attracted thousands of tourists giving good benefits to
local economy further developed from the current of the drama.
Tourism is one of the major economic activities of Ayutthaya province owing to it
is a city that has a long history significantly reflecting Thai history and culture. Tourists
thus flock to travel in the province in a huge number constantly. In the year 2017 the
number of tourists to travel in Ayutthaya is about 7.5 million people. Tourism has
generated income spread into tourism business accounted for approximately 62.0% from
Thai tourists, and foreign tourists accounted for about 38.0% of overallrevenue from
tourists who come to visit Phra Nakhon Si Ayutthaya province in 2018 influenced and
inspired by the mega-hit ―Love Destiny‖ (Bupphesanniwat TV drama. It results in floods
of tourists in Ayutthaya and Lopburi doubled by 3-4 times and benefiting to local people
that would earn income from Thai retro costume for rent, shop and restaurant business at
least 2,000-5,000 million baht.
Cultural capital and Creative Economy
"Creative Economy" can be defined in the case of Thailand : the concept of moving
forwards economy economic based on the use of knowledge, creative education and the use
of intellectual property linked to cultural foundations, the accumulation of knowledge of
modern society and technology. The Office of the National Economic and Social
Development Board (NESDB) has classified the creative industries into four main
categories: 1) Cultural Heritage such as handicrafts culture tourism and biodiversity and Thai
traditional medicine as well as Thai cuisine. 2) Art, i.e., performing arts and visual arts. 3)
Media such as movies and video, printing, broadcasting and music. 4) Functional Creation
such as fashion design, architecture, advertising and software (Piriya Phonpiirun, 2013:9)
Mr. Tanawat Pholvichai, Director of Center for Economic and Business
Forecasting, University of the Thai Chamber of Commerce, revealed that many countries
nowadays employed drama, series or movies popularity to move forwards their economy
dynamically, namely, creative economy, This mega-hit drama has been attracted by foreign

TV entrepreneurs such as China, Taiwan and Hong Kong. Doing this may lead to an
astounding popularity worldwide not less than 100,000 - 200,000 audiences, generating
income to the country approximately of 5 billion baht. If its popularity can be ignited up to
6 months, it will increase the amount of money to be doubled, or about 20,000 to 30,000
million expected by 2018.

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Bupphesanniwat TV drama demonstrated that Thailand has a cultural capital that
can create and increase economic values such as travelling to Phra Nakhon Si Ayutthaya
province as referred to scenes in this TV drama, has a positive impact on the people in
local community to enable them to sell their unique product sales or cultural
show,organizing tours for the Thai and foreign tourists.
Literature is classified as a type of Thai creative industry (NESDB). Bupphesanniwat
TV drama has attracted many readers. Many fans placed so many orders that the publisher
is not able to have them printed on time. It is then a good sign in the Thai publishing
industry that there are increasing readers and the higher demand for Thai reading society
even though in the period of social media occupied the social space.
Discussion and Conclusion
It is not an overstatement to say that “Bupphesanniwat or Love Destiny‖ TV drama
has turned a ―sure-fire hit‖ into a Thai TV phenomenon. It is considered as the most
successful TV drama giving huge impact nationwide. It is not quite often that TV drama is
able to attract most audiences in the country. It also reflects influences of literature towards
economic and social aspects and values of Thai literature. Staring from a historical novel
with a few reader to the great success in its ratings and popularity when produced into TV
drama and lead to positive impact on economy to stimulate historical tourism and move
forwards economy based on culture-based economy by adopting cultural capital to develop
the country creatively.
References

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kh o hangwat k n hana bur . Bangkok: khr ngk n ph iphr phonng nath ng
wich k n khana. Faculty of Arts Chulalongkorn University.
2. Phonphirun, P . (2013) . S tthakit s ngsan kap k nphatthan prath t Thai.
s tthas t parithat sath ban phatthana s t Journal .Volume 7, January 1, 2013.
3. Romphaeng. (pseudonym). (2012). Bupphesanniwat. 16th ed. Bangkok:
Happy Banana.
4. Wongmontha, S. Bupphesanniwat Phenomenon. Retrieved March 18, 2018
from />5. Office of the national Culture Commission. (2008) Sư : Botb tl khw msam
khantok nph iphr ng n Watthanatham : Bangkok : Ministry of Culture.
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8. Retrieved March 24, 2018.
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