Thai singer Lalisa "Lisa" Manobal, a member of the phenomenal yet now defunct Blackpink, epitomises the modern Thai-South Korean relationship thanks to her popularity and global appeal.
Hallyu, which literally means "Korean Wave" and the K-pop phenomenon have also dominated the entire spectrum of bilateral ties between Thai and South Korean governments.
Lest we forget, the two nations fought together during the Korean War and are currently two of the five Indo-Pacific allies of the United States. Furthermore, they are strategic partners.
However, beneath the flashy surface of their friendship lie unsweetened and missing layers of puffy cream and vanilla.
Over the past years, Thailand and South Korea have enjoyed a bilateral relationship many envy.
Every day, millions of Thai families are glued to their television sets, watching Korean dramas while enjoying Korean-style double-fried chicken wings and drumsticks served with kimchi.
Several million more are listening to K-pop, with hundreds of thousands dreaming of becoming the next Lisa and many undergoing facial makeovers to look like Koreans.
No wonder in Thailand, Korean has become a more popular foreign language than Japanese and French. Today, over 46,000 Thais are studying Korean in middle and high schools and universities. This number represents about 30% of the 160,000 people taking up Korean worldwide.
But most young people just want to sing along to K-pop songs without seriously considering the educational value of a more in-depth Korean education. The evidence is clear -- only 1,300 Thais are studying in Korea. In contrast, without any fanfare, Vietnam has a total of 46,000 students and rising.
But Thais love everything about South Korea, including visiting the country. Thai tourists flock there in large numbers, especially before the Covid-19 pandemic, and until recently, they made up the largest proportion of visitors from Asean.
However, the numbers dropped dramatically this year after news spread of Thai visitors being denied entry since the end of last year. Social media fanned the flames to the point where Thai anger was openly displayed online, blaming Korean immigration for targeting Thai tourists.
For the first time, anti-Korean emotions ran high.
Meanwhile, Lisa's debut as a solo artist and her performances have been headline news, highlighted by all Thai media platforms. This added to the growing tension between the people of the two countries. Some South Korean influencers downplayed Lisa's enthusiastic support from Thai fans.
According to the Korea Times, 145,810 Thais overstayed their visas until May this year. That figure is about 35.1% of the total of 415,230 such foreign residents, far higher than that of other countries, including Vietnam (79,366), China (64,151), the Philippines (13,740), Indonesia (12,172), and Cambodia (10,681).
The Korean Ministry of Justice released this information in a bid to counter the narrative that the country's stringent entry requirements, the so-called K-ETA system -- its electronic travel authorisation -- were responsible for a dramatic drop in Thai tourists this year.
The Korea Times pointed out that the ministry said immigration rules were not to blame as they apply to all tourists, but Thais felt targeted nonetheless. On social media, hashtags like "ban Korea travel" trended.
Foreign Minister Maris Sangiampongsa visited South Korea last week for two days and discussed these sensitive issues with Korean Prime Minister Han Duck-soo and Foreign Minister Cho Tae-yul. Both sides agreed to work together to find common solutions, realising that worsening people-to-people exchanges could impact their bilateral relations.
What has complicated the issue was the arrest of Thai workers involved in drug trafficking.
Foreign Minister Maris reiterated the Thai government's commitment to reducing the number of overstayers.
The Korean side was requested to continue a voluntary departure programme and increase the number of legal workers under the working holiday, seasonal workers, and employment permit schemes.
The Thai overstayers are a mutual challenge because Thai workers want to work despite being illegally in South Korea. They are willing to take the risk of being deported or even swindled by their agents, as South Korean employers pay much higher wages.
Similarly, the Korean private sector, particularly in agriculture and SMEs, still desires Thai workers for their productivity.
In Seoul, the two sides agreed to set up a joint committee on culture to deal with all aspects related to consular issues, culture, soft power, and people-to-people exchanges.
They also agreed on the importance of promoting awareness and understanding of each other.
The committee is scheduled to meet in Bangkok in November. Such an urgent deadline reflects the challenge faced by both countries because the overstayers have already damaged their cordial relations and international images.
Under the Pheu Thai-led government, Thailand wants to attract more investment and boost bilateral trade with Korea. Last year, Korean investment was US$1.2 billion (42 billion baht), mainly in electronic appliances, steel, and auto parts. Bilateral trade totalled US$14.737 billion, with Thailand suffering a trade deficit of US$2.596 billion.
In contrast, Korean investment and trade with Thailand is minimal compared to Vietnam, even though Thailand is the region's second-largest economy. For the record, last year, Korea-Vietnam trade hit US$79.43 billion, while investment from 9,863 projects by over 8,000 companies was worth around US$90 billion.
Deputy Prime Minister and Finance Minister Pichai Chunhavajira and officials from the Board of Investment are scheduled to visit Seoul later this month to promote Korean investment.
Thailand and Korea have great potential for cooperation in all areas, not only in economic, trade, investment, education, digital and green transformation, or workers but also in security and strategic matters.
However, to move ahead and beyond, they need to change their mutual mindsets about each other, especially the Thai bureaucrats, who still have stereotyped thoughts about South Korea and its people.
Prime Minister Srettha Thavisin is scheduled to visit South Korea. Before the visit, Thai and Korean officials must work together to develop a common vision to become comprehensive strategic partners soon.
It is a huge and long overdue opportunity for both countries, who have sacrificed together and have much to celebrate, to move past domestic complacency and strengthen their relationship.