NEWS
Thailand’s True, NTT DOCOMO Seal Wide-ranging Content Deal; TrueVisions NOW Adds Dedicated Japanese Streaming Destination
23 March 2026
About 125 Japanese TV shows make their way to Thai platform TrueVisions NOW this week in a first-of-its-kind deal backed by telco giant NTT DOCOMO.
The long-term content agreement makes Thailand a hub for the latest “New Cool Japan” cultural export initiative.
The slate, which launches on 25 March, includes dramas, variety shows and lifestyle programming drawn from 76 broadcasters and production companies across Tokyo, Osaka and Nagoya. New titles will be added on a rolling basis.
The programmes will be available for free initially through TrueVisions NOW’s dedicated Lemino Japanese Collection channel.
Titles include Nippon TV’s "I’m Old Enough", Fuji Television Network’s "Dr Ashura", TV Asahi’s "Ossan’s Love" and "Heaven and Hell Soul Exchange" from TBS.
The Japanese content embrace is a high-profile move by True Corp’s newly installed chief content and media officer, Birathon Kasemsri Na Ayudhya, who said Thailand had been “entrusted as a strategic hub for soft power exchange” – language that may signal a quest to position TrueVisions NOW not just as a domestic streaming service but as a regional distribution node for Asian content.
“This collaboration reflects True Corporation’s commitment to integrating digital technology, intelligent network infrastructure, and innovation with a comprehensive content ecosystem to elevate premium entertainment experiences for Thai audiences,” he said.
NTT DOCOMO senior EVP, Takeshi Saito, said the decision to prioritise Thailand was driven by the country’s “rapidly growing entertainment market”, long-standing cultural ties with Japan, and “advanced digital infrastructure”.
He framed the deal as a cultural bridge rather than a purely commercial one, with an ambition to build “the largest and most vibrant community of Japan enthusiasts in Thailand”.
The signing ceremony in Bangkok on Friday afternoon was attended by officials from Japan’s Ministry of Internal Affairs and Communications an...
About 125 Japanese TV shows make their way to Thai platform TrueVisions NOW this week in a first-of-its-kind deal backed by telco giant NTT DOCOMO.
The long-term content agreement makes Thailand a hub for the latest “New Cool Japan” cultural export initiative.
The slate, which launches on 25 March, includes dramas, variety shows and lifestyle programming drawn from 76 broadcasters and production companies across Tokyo, Osaka and Nagoya. New titles will be added on a rolling basis.
The programmes will be available for free initially through TrueVisions NOW’s dedicated Lemino Japanese Collection channel.
Titles include Nippon TV’s "I’m Old Enough", Fuji Television Network’s "Dr Ashura", TV Asahi’s "Ossan’s Love" and "Heaven and Hell Soul Exchange" from TBS.
The Japanese content embrace is a high-profile move by True Corp’s newly installed chief content and media officer, Birathon Kasemsri Na Ayudhya, who said Thailand had been “entrusted as a strategic hub for soft power exchange” – language that may signal a quest to position TrueVisions NOW not just as a domestic streaming service but as a regional distribution node for Asian content.
“This collaboration reflects True Corporation’s commitment to integrating digital technology, intelligent network infrastructure, and innovation with a comprehensive content ecosystem to elevate premium entertainment experiences for Thai audiences,” he said.
NTT DOCOMO senior EVP, Takeshi Saito, said the decision to prioritise Thailand was driven by the country’s “rapidly growing entertainment market”, long-standing cultural ties with Japan, and “advanced digital infrastructure”.
He framed the deal as a cultural bridge rather than a purely commercial one, with an ambition to build “the largest and most vibrant community of Japan enthusiasts in Thailand”.
The signing ceremony in Bangkok on Friday afternoon was attended by officials from Japan’s Ministry of Internal Affairs and Communications and the Japanese Embassy.
The announcement comes amid rising streaming competition in Southeast Asia, and increasing cross-border collaboration.
Financial terms of the deal were not disclosed.
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