Cherry Magic’s Thai Adaptation: A Success Story of Cultural Localization

The 2024 Taiwan Creative Content Fest (TCCF) brought together industry professionals from across the globe, showcasing the latest in cultural content. One of the highlights was a forum featuring key figures behind the popular BL (Boys’ Love) manga series “Cherry Magic: 30-Year-Old Virgin Wizard” (hereafter referred to as “Cherry Magic”). The forum delved into the journey of adapting the manga into a live-action drama in Japan and a subsequent Thai remake, highlighting the unique challenges and strategies employed in each adaptation.

From Manga to Live-Action: The Japanese Adaptation

The original “Cherry Magic” manga, created by Yuu Toyota and serialized in “Gangan Pixiv,” follows the heartwarming story of Adachi, a 30-year-old virgin who gains the ability to read people’s minds after turning 30. This leads to a series of hilarious and heartwarming encounters with his handsome coworker, Kurosawa, who harbors secret feelings for him. The manga’s popularity has transcended borders, with translations published worldwide, including in Asia.

The Japanese live-action adaptation, produced by TV Tokyo, premiered in 2020 and was followed by a film in 2022. The forum featured Kanami Honma, the producer, and Taiki Kazama, the director, who shared their insights into the adaptation process.

Honma emphasized the importance of casting actors who embodied the characters’ essence. Eiji Akaso was chosen for the role of Adachi, known for his “puppy-dog” charm, while Keita Machida, with his “handsome” aura, was cast as Kurosawa. They sought actors with contrasting personalities and a height difference of at least 3 cm to reflect the dynamic between the characters.

Kazama highlighted the challenges of adapting a manga with a strong visual identity. He emphasized the balance between recreating the comic’s visuals and incorporating original elements. He also noted the importance of capturing the essence of Adachi’s magical ability, emphasizing the protagonist’s journey of learning to navigate the emotional complexities of knowing others’ true feelings.

The forum also discussed the meticulous attention to detail in the visual design of the Japanese adaptation. The production team, led by Kazama, carefully determined the color grading before filming, which informed the set design, lighting, and costumes, creating a cohesive visual experience.

The Thai Adaptation: A Cultural Transformation

Nuttapong Mongkolsawas, the director of the Thai adaptation, “CHERRY MAGIC 30 ยังซิง,” discussed the challenges and strategies of localizing the Japanese story for Thai audiences. The goal was to create a Thai-centric adaptation while retaining the core elements of the original story.

To achieve this, the production team made significant changes to the setting and characters. For example, the commute to work was changed from train to boat, and the first person Adachi reads the mind of was changed from a convenience store clerk to a temple monk. The company where Adachi and Kurosawa work was made a Japanese company, but with a more hierarchical structure and closer relationships between colleagues, reflecting the Thai work environment. The adaptation also incorporated elements of Thai culture, such as the Songkran water festival.

The Thai adaptation, with its 50-minute episodes, allowed for a more nuanced exploration of the characters and storylines compared to the Japanese adaptation. Nuttapong also made changes to the characters, making Kurosawa less perfect and more relatable by adding a touch of humor, such as his inability to sing. This humanization of Kurosawa allowed Adachi to find solace in his imperfections.

Nuttapong acknowledged the challenges of translating dialogue, ensuring that the Thai Adachi’s voice and background were authentic. He expressed pride in the positive reception of the Thai adaptation, noting that it has resonated with viewers without being overly compared to the Japanese version.

He also shared the heartwarming story of how the Thai adaptation coincided with the growing movement for same-sex marriage in Thailand. The show’s positive portrayal of a same-sex relationship contributed to the ongoing dialogue, culminating in the passage of the “Marriage Equality Law” shortly after the series finale.

The Future of Cherry Magic: A Global Phenomenon

The success of the Thai adaptation of “Cherry Magic” showcases the potential of cultural localization in expanding the reach of popular content. The adaptation’s ability to resonate with Thai audiences while remaining true to the spirit of the original manga is a testament to the power of creative storytelling and cultural sensitivity.

The forum also highlighted the growing popularity of BL content in Asia and beyond. The success of “Cherry Magic” in both Japan and Thailand points to a global audience eager for diverse and inclusive stories.

As the BL genre continues to evolve, it is clear that adaptations like “Cherry Magic” will continue to play a crucial role in bridging cultural divides and fostering a more inclusive and understanding world.

Summary

The “Cherry Magic” forum at the 2024 TCCF provided valuable insights into the challenges and rewards of adapting popular content for international audiences. The success of the Japanese and Thai adaptations demonstrates the importance of cultural sensitivity, creative storytelling, and the power of inclusive narratives.