Issue and Opponent: Thailand’s student-led democracy movement protested the prime minister’s resignation, who seized power in a 2014 coup before he was designated as premier following the controversial 2019 election. The calls for change in the constitution evolved to include reform to the monarchy, sparking unusual public discussion of an institution long shielded from criticism by law. Demonstrations began in February 2020, after a court-ordered a pro-democracy opposition party to dissolve.
Dilemma Action: On July 26, 2020, inspired by the Japanese cartoon ‘Hamtaro’, the protesters took inspiration from the main character, a hamster, by running in circles to imitate being in a hamster wheel and chanting, “Dissolve the parliament” and “Authoritarians, get out.” A group of at least 1,500 high school students ran around in one public place as if they were hamsters (like the manga character) while singing the Hamtaro theme song together, thus claiming they were just jogging, not protesting. A protester, clutching a plush figure of Hamtaro said the hamster-inspired protest was a way of getting away from traditional forms of demonstrating in the hope that the government would take notice. This was in direct opposition to bans on public gatherings of five or more people.
Outcome: Groups also planned other themes for protests, including Japanese cartoon characters Naruto and Harry Potter. Japanese publishing house Shogakukan, which owns the license to Hamtaro, declined to comment on the use of the cartoon in Thai protests. Young people grew up with these popular culture characters and they helped add new dimensions to the movement, making it relatable and easy to communicate with young people.