What Is EMV — and Why It Matters in the Thai GL Industry 🤓

rachwrites25
Nov 30, 2025
5 min read

Updated: Dec 13, 2025

You probably hear the word 'EMV' thrown a lot by Thai GL production and management companies, but what is it exactly, and why does it matter in GL?

A banner that shows the title of the post 'What is EMV and Why It Matters in the Thai GL Industry' along with pictures of Thai GL actresses LingOrm, Freen, and Milk

What is Earned Media Value (EMV)?

EMV is a metric brands use to measure organic (not paid) social media efforts (eg. Instagram posts vs Instagram ads). Earned media, aka 'digital word of mouth', comes from engagement actions like likes, shares, and mentions.

How is EMV Computed?

I'll use influencer marketing consultant Lefty's formula* since their services have been used by luxury fashion houses that partnered with Thai GL actresses.

Formula to Compute EMV:

(Impressions * CPM) / 1000

Sample Computation for EMV (sample CPM is $100):

EMV = (1000 * $100) / 1000

EMV = $100

*Source: Karla Otto, lefty, The Independents. SS25 Womenwear Roundup.

Impressions: how many times a piece of content was shown to a user

CPM: 'Cost Per Mille' is the amount an advertiser is willing to pay for 1000 impressions

How can EMV Influence a Thai GL Actress's Career?

It's pretty common to see Thai GL actresses be involved with a brand in some capacity, whether through a sponsored social media post, participating in an ad campaign, or attending an event.

The latest news that caught my attention was about LingOrm being named as global brand ambassadors for Dior. A big factor behind this decision is likely LingOrm's impressive EMV at Women's Paris Fashion Week SS26. Dior took the top spot in EMV among brands, at $90.57M, and half came from LingOrm's combined EMV (almost $45M!)

Picture showing the EMV, ER, and Instagram followers of Thai GL actresses Orm Kornnaphat and Lingling Kwong — Top Thai Influencers at Women’s Fashion Week SS26, Lefty

Here's another take on how monumental Dior's announcement is from one of my favorite YouTube Thai GL creators, HerRhythm:

Why Does EMV Matter for GL Actresses and Brands?

In a nutshell, GL actresses and brands need each other — and EMV matters to brands.

Actresses, management, and production companies need brand sponsors. The entertainment sector relies on brands to invest in the production of shows, events, and other projects. Artists can earn an income and gain fame through brand deals. EMV could mean the difference between a GL actress being booked for certain jobs or not.
Brands need influencers to help meet their marketing goals. Brands that partner with actresses can tap into their audience, reaching potential supporters and customers beyond their customer base.

This is the environment the Thai GL industry is in — they need brands to sustain their careers and projects, and brands count on them to achieve their marketing goals. And when brands are deciding who to work with, a lot of the decision will boil down to numbers — so EMV can become a key factor in choosing an actress.

While I'm not privy to how much brands consider EMV when deciding, it would make sense to consider EMV, as you want to ensure your investment in that actress reaches a wide audience, and potentially, more customers.

And, according to Lefty, fandom can generate up to "+90% of EMV", citing "K-pop, K-drama, and Thai stars" as the celebrity genres that generate high EMV, known for their "loyal following and hyper-engaged online fandoms."

Source: Otto, K., lefty, The Independents. SS25 Womenwear Roundup.

EMV List of Thai GL Actresses

While not everyone releases EMV data, Lefty released stats from Women's Paris Fashion Week SS26, and here's the data for the Thai GL actresses on their list.

*While Davika technically isn't a GL actress, she co-created ClaireBell, and has hinted before that she's open to acting in one.

What EMV Means for Thai GL Fans

I've seen mixed reactions about EMV in Thai GL conversations on social media. Some fans are delighted when their fave gets good numbers, while some are understandably worried if the opposite happens. Some are also confused about what EMV is and why it matters in Thai GL, so I hope this post has given you clarity. I also acknowledge that some fans feel pressured to participate in trending parties and other events to help increase an actress's EMV, and feel bad when they can't.

The reality is, EMV, as well as other metrics, are essential in the decisions made by any company, whether it's a brand or a management company. It really sucks for both fans and artists alike when their dedication and effort boil down to numbers. It's a difficult system to navigate, especially since it involves money.

Money always makes decisions more difficult, and for the people who need to spend it, management will require justification — why and how you intend to spend it. In many cases, metrics like EMV are the easiest way for business leaders to understand and increase their chances of green-lighting a campaign or project.

Who Should be Responsible for EMV?

To GL fans out there, I hope you be kind to yourself if you can't join trending parties or feel burdened that the artist's EMV is just on you. The reality is, life gets in the way sometimes, and we can't all be glued to our phones 24/7. First and foremost, take care of yourself. However, once you're able to, engaging with an actress's post (liking, sharing, commenting), especially for big campaigns, can help boost their EMV and increase the chances they'll continue to grace our screens.

But I also don't want to invalidate the hard work of fan sites and fans who help actresses trend and increase their EMV. Thank you for your hard work!

Actresses and their agencies also have a responsibility, so the burden shouldn't just be on fans. Strategic and consistent promotions, building community with fans, and some creative marketing (ie. organizing promotions or contests to encourage engagement) may also help encourage participation and increase an artist's EMV, giving actresses a fighting chance in this numbers game.

To conclude, I'm adding a video of GMMTV CEO Tha Sataporn discussing the T-wave, artist media value, and how it helps them secure brand deals and collaborations.

I hope this post has helped you understand what EMV is and why it's such a hot topic in the Thai GL industry. 🫶🏼

How do you feel about EMV and its huge impact on the types of jobs that Thai GL actresses can get? Do you also feel pressured sometimes to trend your faves as if your life depended on it? Share your thoughts in the comments section below!