Thai drama fans are a loyal bunch. When the news first broke that Thailand would be doing its own version of the massive South Korean hit Start-Up, the internet basically split in two. Half the people were screaming in excitement because, well, the cast is stacked. The other half? They were worried. Remakes are risky. They usually either feel like a hollow copy-paste job or they stray so far from the source material that they lose the magic.
But here we are. Thai drama Start-Up 2024 has officially made its mark, and honestly, it’s not just a "copy." It’s something else.
If you’re coming into this expecting a shot-for-shot recreation of Suzy and Nam Joo-hyuk’s 2020 journey, you’re going to be surprised. Not everything is the same. The heat is different. The "vibe" of the startup world in Bangkok isn't the same as Seoul. And that’s actually the best thing about it.
Why Everyone Is Obsessed With This Cast
Let's get real for a second. In the Thai entertainment industry, casting is everything. You can have a mediocre script, but if the chemistry between the leads sizzles, people will watch. For this remake, they didn't play it safe. They brought in heavy hitters who already have massive individual fanbases.
Belle Kemisara Paladesh takes on the role of Pafun (the Thai version of Seo Dal-mi). She’s perfect for it. She has that "underdog energy" down to a science. You really feel for her when she’s trying to prove she can be a CEO despite only having a high school diploma. Then you’ve got Up Poompat Iam-samang as Korn (the math genius/Nam Do-san equivalent). Up has been on a tear lately with his performances, and seeing him play a socially awkward coder who knits when he's stressed? It’s gold.
But we have to talk about the second lead. Great Sapol Assawamunkong plays Jiraphat (Han Ji-pyeong). If you suffered from Second Lead Syndrome in the original, get ready for a relapse. Great brings a certain sharpness to the "Good Boy" role that makes the love triangle feel genuinely painful.
Then there’s Goy Arachaporn Pokinpakorn as Alice, the high-achieving sister. Goy isn't just an actress; she's a powerhouse screenwriter in real life (she worked on I Told Sunset About You). Her involvement adds a layer of intellectual depth to the production that you don't always see.
Is It Just a Copy of the Korean Original?
Short answer: No.
Longer answer: The bones are the same, but the meat is very Thai.
The core plot still follows the "Sandbox" concept—a tech incubator where young dreamers compete for funding. You still have the childhood letters, the fake identity, and the grandmother who ties everyone together. But the Thai drama Start-Up 2024 leans into the local context of the Bangkok tech scene.
- The Business Culture: In the Korean version, everything felt very "chaebol" adjacent. In the Thai version, there's a more grit-and-grind feel. It reflects the real-world shift in Thailand's ecosystem.
- The "Spice" Factor: Thai dramas generally have a different way of handling romance than K-dramas. It’s a bit more "earthy." The chemistry between Korn and Pafun feels less like a fairytale and more like two people actually falling for each other in the middle of a high-pressure office.
- The Humor: Thai comedy is legendary. The side characters—the two friends who help Korn run his startup—provide a brand of slapstick and witty banter that is uniquely Thai.
The Reality vs. The Drama: Thailand's Startup Scene in 2024
What’s interesting about watching this show right now is how it overlaps with what’s actually happening in Bangkok. 2024 was a massive year for Thai startups. We saw companies like Ascend Money and Wongnai really dominating the conversation.
The drama portrays "Sandbox" as this magical place where dreams come true, but the reality in Thailand is a bit tougher. Real Thai entrepreneurs are currently grappling with things like:
- VC Funding Gaps: It's not as easy to get a check as it looks on TV.
- Government Support: While the BOI (Board of Investment) has new incentives, the red tape is still a headache.
- Talent Wars: Just like in the show, finding a genius coder who doesn't mind working for "equity" and ramen is basically impossible.
The show does a decent job of showing the feeling of a hackathon, though. That frantic, 48-hour caffeine-fueled madness? That’s 100% accurate.
What Most Reviews Miss
A lot of critics are focusing on whether the remake "lives up" to the original. That’s the wrong question.
The real value of Thai drama Start-Up 2024 is how it addresses the "Self-Made" myth. Both versions of the story deal with a girl trying to prove she's as good as her rich sister. But in the Thai version, the class divide feels a bit more biting. There's a subtle commentary on the "old money" vs. "new ideas" conflict that is very relevant in Thailand today.
Also, can we talk about the cinematography? Director Itt Cheewatan Pusitsuksa didn't just try to make it look like a K-drama. He used the lighting of Bangkok—that specific golden-hour glow and the harsh neon of the city—to create a look that feels cinematic but grounded.
Common Misconceptions About the Remake
- "It's just for BL fans": Because Up Poompat and Great Sapol have been in popular BL (Boys' Love) projects, some people assumed this would be a BL drama. It’s not. It’s a straight-up romantic drama with a heavy focus on business. However, the "bromance" between the male leads is top-tier.
- "The business stuff is fake": While it’s definitely "dramatized," the production team actually consulted with real tech founders in Thailand. The terms they use—Series A funding, burn rate, scalability—aren't just gibberish.
- "You need to watch the Korean version first": Honestly? You might enjoy the Thai version more if you haven't seen the original. You won't be constantly comparing every line of dialogue.
How to Actually Watch and Enjoy It
If you’re a newcomer to Thai dramas (Lakorns), this is a perfect entry point. It’s polished, fast-paced, and high-budget.
Don't binge it all in one sitting. The emotional beats, especially the scenes with the grandmother, need time to breathe. Also, pay attention to the soundtrack. The OST (Original Soundtrack) is a huge part of the experience, featuring some of the biggest names in Thai pop right now.
What You Should Do Next
If you’ve finished the series or are halfway through, don't just let the credits roll.
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Check out the real-world "Sandbox" in Thailand. Places like True Digital Park in Bangkok are the closest thing we have to the show's setting. They often host open events and pitches. If the show inspired you to think about your own business ideas, looking into the Thai Startup Association or the TED Fund is a great way to see how the actual process works in the Land of Smiles.
The drama might be fictional, but the energy it captures is very, very real. Go find the "Korn" to your "Pafun" and start building something. Just maybe avoid the fake letters. That part usually ends in a mess.