Netflix Bets Big on ‘Mad Unicorn’ to Boost Thai Series Global Reach

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Whenever a Netflix series manages to appear in its streaming platform’s Top 10 during its initial weekend is often a positive indication that it has successfully captivated viewers’ interest. Over the recent weekend, the fledgling Thai drama “Mad Unicorn” displayed strong potential, as the seven-episode limited series released on May 29 maintained the top position among series in Thailand throughout the weekend. While this development is certainly encouraging for Thailand and the APAC region, it seems Netflix sees a chance to expand viewership of Thai productions further. The series was made available in more than 190 countries and was watched by approximately 1.6 million households, placing fourth among non-English shows in Netflix’s weekly top 10 list.

This thrilling series revolves around the character Santi (Ice-Natara Nopparatayapon), a resourceful entrepreneur from Thailand’s less affluent Chiang Mai mountain region, who harbors big aspirations of lifting his family out of poverty. In pursuit of this goal, he migrates to Bangkok and devises a billion-dollar concept for a low-cost shipping business in Thailand. However, he joins forces with a wealthy business magnate named Kanin (Ek-Thaneth Warakulnukroh), who subsequently betrays him by stealing his idea and forcing Santi out of the company. Undeterred, Santi remains steadfast in his efforts to preserve his dreams and perhaps retaliate against Kanin along the way.

According to Malobika Banerji, Netflix’s senior director for content in Southeast Asia, ‘Mad Unicorn’ is a tale inspired by the Thai business realm, which follows the journey of a self-made entrepreneur and presents a David vs Goliath scenario.

Netflix is confident that universal themes such as the struggle between a common man and a titan, along with elements of determination, aspiration, and rehabilitation, will appeal to global audiences while still preserving the unique charm of a genuinely local atmosphere.

Banerji states that we prioritize creating Thai programs for Thai viewers. We collaborate with local writers and actors to produce content that’s genuinely Thai, as this is what our local audience prefers. However, it’s these uniquely local productions that often resonate globally due to their authentic storytelling and relatable themes. This content can touch people all over the world, thanks to our subtitle and dubbing capabilities.

Discovering that ‘Mad Unicorn’ is based on real events makes the already captivating story even more powerful. This was what Nottapon Boonprakob, the show’s director and one of its writers, experienced when he joined the project in 2021.

Producer duo Jira Milagool and Vanridee Pongsittisak assigned Boonprakob the task of interviewing Kamsan Saleem, an individual who rose from humble beginnings to establish Flash Express, a renowned Thai courier delivery service. In his pursuit, Boonprakob uncovered a deeply relatable narrative that held immense potential for being adapted into an inspiring television series.

During the recent Bangkok premiere of EbMaster, I found myself captivated by Saleem’s tale. This man, a pioneer in Thailand’s startup world, can be compared to a unicorn – truly unique and extraordinary. His genuine character left me in awe, and from that moment, we began crafting his story for our upcoming series.

When creating the show, the real-life figure collaborated effectively with Boonprakob, a documentary filmmaker without prior experience in scripted projects. Boonprakob explained, “Making a documentary is about narrating an authentic tale, tracking it, observing it, and finding a way to intertwine the pieces.” Whether directing a documentary or a fictional narrative, the duty to the audience remains similar. We need to make people feel content, encourage them to follow these stories.” Undeniably, Boonprakob fulfilled this responsibility as evidenced by Banerji’s satisfaction with the finished series.

She praises that the actors deliver outstanding performances, while the local team has produced a top-tier show. We’re excited to assist director Nottapon Boonprakob in his first series, as he breathes life into the narrative with captivating vitality and authentic human emotion.

The perfect moment seems to have arrived for “Mad Unicorn” since Thailand has been garnering attention in the entertainment world, with recent seasons of hit series like Netflix’s “The Night Agent” and HBO Max’s “The White Lotus,” as well as upcoming projects such as FX’s “Alien: Earth,” and the July cinema release, “Jurassic World Rebirth.” Given this context, the streaming platform is dedicating itself to more narratives that are rooted in Thailand, often collaborating with local creators and talents to produce genuinely Thai stories. Banerji explains, “We’re not merely producing foreign content in Thailand; we’re working hand-in-hand with local artists and storytellers to share authentic Thai tales. This ongoing collaboration supports the growth of the local creative sector and enables us to bring more captivating Thai narratives to global viewers.

The show ‘Mad Unicorn’ seems to be just the beginning of what Netflix has in store for Thailand, as they’re actively preparing the local community for the job opportunities that are on the horizon. In essence, they’re expanding their local content annually and training more local production teams to produce top-tier international storytelling right here in Thailand.

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2025-06-05 12:17