Lost in translation, found in comedy: the world of @whyinthailand

If you’ve spent any time scrolling through social media in Bangkok, you’ve probably seen his face. In fact, with one of his signature skits hitting the staggering stratosphere of 78 million views, there’s a very good chance a large chunk of the world has, too. He’s ‘G.’ – the man behind the handle @whyinthailand, the French content creator whose pitch-perfect, wry observations on expat life, cultural quirks, and the comical complexities of dating in the Big Mango have made him an essential voice for the city’s farang community and a source of knowing amusement for Thais.

His videos capture those specific, only-in-Bangkok moments: the subtle triumphs of a successful transaction in broken Thai, the bewilderment of navigating local customs or the universal humour found in relationships, just with a uniquely Thai-French twist. But behind the viral clips of foiled ladyboy encounters and dating misadventures is a creator who landed in Bangkok not with a plan for fame, but by a twist of fate, and ended up falling completely in love with the city. We sat down with him to lift the lid on his creative process, explore the real story behind the camera, and, crucially, find out where to get the best dirty coffee in Thonglor.

The accidental influencer

Like so many modern stories of reinvention, this one starts with the global upheaval of the pandemic. 'I was living in Canada when Covid hit and I lost my job as a boutique director in Toronto,' he explains. With work suddenly gone, an old passion for music production resurfaced and gradually grew into an online career in music production. Once everything was happening online, the logic became undeniable. 'There was no reason to stay in such a stressful, high-cost environment.'

The first idea was Vietnam – but the logistics of constant visa runs felt daunting. Then, as if on cue, a window of opportunity opened. 'Thailand launched the DTV visa right as I was wrapping up my lease in Canada and visiting my parents in France,' he recalls. The serendipity was impossible to ignore. 'The timing felt perfect, so I made the move without hesitation. It all happened over a few weeks.' His first impression upon landing in the kaleidoscopic chaos of the city was immediate and absolute: 'I’m never gonna leave.'

Becoming a content creator was never the grand plan. 'At first, I was just focused on building my online work and enjoying life here,' he admits. 'But after a while, I started noticing all these little cultural differences and funny situations.' On a whim, he decided to film one of these observations, sharing a skit just for a laugh. The response was instant. 'It actually resonated with a lot of people. That was the turning point – realising that what I found relatable or funny about daily life here could connect with others too.' From that single spark, @whyinthailand was born.

The real explosion, the moment that turned a passion project into a viable career, came with a skit titled 'Dating a Thai girl in Thailand.' Racking up an incredible 78 million views and over 2.5 million shares on Instagram, it was a viral phenomenon. 'It resonated because the humour played on a familiar stereotype in Thailand, and the twist caught people off guard in a way that was both surprising and funny,' he says. That video gave him the confidence that content creation could be sustainable.

Life since has been different. There are perks, like invitations to hotels, restaurants, aesthetic clinics… There’s definitely a fun side of being a content creator. But the most significant change is the public recognition. 'People recognize me pretty often now – on the street, at the immigration office, at the gym, even when I’m just doing groceries.' The interactions are always warm and positive. 'One time, a Thai lady at the fresh juice counter showed me she was following me on TikTok. We took a picture and managed a short conversation using translation apps on our phones.' These moments, from foreigners sharing their favourite videos to aspiring creators asking for tips, serve as constant motivation. 

The method in the madness

So, where do the seemingly endless ideas for skits come from? 'I can get inspired by pretty much anything, really,' he says. The process is fluid and organic. 'Sometimes an idea just pops into my head, and other times I’ll scroll or watch other creators until I see something I can adapt to my own life in Thailand. I also find inspiration just by walking around, observing people, or noticing little moments in my everyday life.'

While his audience is a global mix of expats and travelers on Instagram, he notes that on TikTok, it’s about 99% Thai – a testament to his ability to find humour that crosses cultural lines. Ultimately, though, he’s his own target demographic. 'I really create content for myself. I enjoy shooting these silly videos, and it’s even better when people around the world enjoy them too.'

A key player – and often the secret weapon – in his creative universe is his partner. Far from just being a topic in his videos, she’s frequently the mastermind behind them. 'Most of the ideas actually come from her,' he shares. 'Relationships are always a popular topic because they’re relatable no matter where you’re from. I think that’s part of why those skits work so well.' This collaboration keeps the content authentic and grounded.

And while the final videos are slick, snappy and perfectly timed, the process can be a real grind. The most challenging part? 'Definitely the editing,' he confirms. 'Sometimes I end up with an hour of footage for just a 20-second video.'

Beyond the skits

When asked about the most genuinely challenging part of adapting to life here, his answer is swift and surprising: 'None really, I feel at home here. That's the beauty of Bangkok.' This profound sense of belonging is the foundation of his content. What he truly loves most about the city – the local people and the culture – is something he hopes to feature more as his Thai improves.

Creating content has become a unique lens for cultural understanding. 'It has helped me understand Thai culture on a deeper level,' he reflects, 'I notice the little details in daily life, the way people interact.' At the same time, he’s aware of the dynamic. 'I do sometimes view situations through a comedic lens, which can make me feel like an outsider. But I try to balance it by being respectful and authentic.'

He also has a sharp take on the misconceptions that fly both ways across the cultural divide. The outside world, he says, often has a narrow, media-shaped view of Thailand as 'poor, or associating it mainly with ladyboys and the red-light districts.' Conversely, a common Thai misconception is that all farang are 'wealthy tourists, party animals or just here to chase girls – the ‘passport bro’ stereotype.' The reality, he knows, is far more nuanced. 'The people I’ve met are just living their lives in a different country, working, exploring and enjoying life.'

And what does his family back in France, who haven’t visited him yet, think of his life as a Bangkok-based internet star? 'They’re intrigued,' he says. 'But they don’t really understand social media, so it doesn’t mean much to them. If they ever see me on TV, I think it would probably hit differently.'

The future of 'whyinthailand'

Despite the demanding nature of the influencer world, he feels no pressure to perform. 'I try not to overthink the content I put out and avoid focusing too much on likes and views; that kind of stuff can really get to you,' he says, a healthy approach that keeps burnout at bay. Monetisation comes from brand sponsorships that are carefully chosen to align with his fun, authentic style.

Looking ahead, he has big plans to expand beyond short skits into mini vlogs and eventually long-form YouTube content. His ambition is to go deeper. 'Once I’m more comfortable with the Thai language, I want to explore the country more deeply, visiting rural areas, meeting interesting people and sharing their stories. I want to show a side of Thailand that people don’t usually see.'

‘Lately I’ve been receiving messages from people asking how I moved to Thailand and how they can do the same,’ he reveals. That gave me the idea to start building a community where I can share guidance and resources for anyone interested in relocating here. I want to help people figure out how to find remote jobs, become freelancers, and create solutions that make their move and lifestyle transition smoother. My goal is to make the process less overwhelming and more inspiring for those who dream of living here.’

For anyone looking to follow in his footsteps and document their own life abroad, his advice is simple and direct: 'Just start. Don’t wait for everything to be perfect. It takes time, experimentation and learning along the way, but if you stay consistent and true to yourself, it will eventually work out. Be patient, stay curious, avoid putting too much pressure on yourself, and embrace the journey.'

The business behind the skits

But it’s not just about the laughs and the likes – a creator has to pay for all that dirty coffee, after all. 'I primarily monetize my social media through sponsored content,' he explains. 'International brands reach out to me, and I create content, always in my own style specifically tailored to their campaigns.' And his creative hustle doesn't stop there; @whyinthailand maintains a parallel career in his original passion. 'I also produce music, specifically K-pop,' he adds, 'collaborating with songwriters and labels across Asia, and do freelance work providing audio services for various music-related projects.'

Off camera: @whyinthailand's city picks

So, when the camera is off and he’s not in creator mode, where does he go to relax and feel like a local? 'I love the coffee culture here and enjoy exploring different cafes, aesthetics and vibes,' he admits. 'I have a bit of an addiction to dirty coffee – my favourites in Thonglor are C.P.S and the newly opened GUT SPACE.' He adds with a laugh, 'Not quite local actually.'

But when it comes to showing a first-timer the real Bangkok, he throws the itinerary out the window. 'I’m gonna disappoint you on this one,' he says. 'I’m impulsive, last-minute and really don’t like to plan my days.' His perfect, authentic experience? 'Just going with the flow, eating what smells good, getting lost and seeing where the city takes us.' It’s a plan-free plan that perfectly captures the city's chaotic energy. 'But one thing’s guaranteed,' he adds with a grin. 'At night we’re ending up at Nana Plaza or Soi Cowboy, because that chaos needs to be experienced at least once.'