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Article published In: Journal of Asian Pacific Communication
Vol. 36:1 (2026) ► pp.84–106

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Queerbaiting strategy in Vietnamese and Taiwanese cinemas

An analysis of Song Lang and A Balloon’s Landing

ORCiD logo with link | RMIT University
Published online: 8 December 2025
DOI logo with link
https://doi.org/10.1075/japc.25045.bui
Abstract
This study analyzes the queerbaiting phenomenon that expresses an ambiguous queer relationship without confirmation in two films, Song Lang (Vietnam) and A Balloon’s Landing (Taiwan). Combining narrative analysis, visual discourse, and fan community feedback, the research indicates that elements (light, dialogues, and character motivations) are used to evoke romantic emotions between male characters. In a different sociopolitical context, Song Lang reflects the reticence of a conservative environment through cai luong, dim lighting, and silence. A Balloon’s Landing represents freer expression after Taiwan’s legalization of same-sex marriage but still maintains ambiguity to appeal to wider audiences. Findings show that queerbaiting is not simply a narrative device, but a cultural strategy influenced by law, censorship, market expectations, and active viewer interpretation. The study expands the queerbaiting framework into East and Southeast Asian context, emphasizing the role of meaning-making by the audience community in shaping a contemporary Asian queer cinema space.
Article outline
  • 1.Introduction
  • 2.Literature review
    • 2.1Queerbaiting: A global representation strategy
    • 2.2National and cultural specificities: Influences on creative choices
    • 2.3The role of the audience: Mechanisms of meaning decoding
    • 2.4Comparative cultural lens: A need for transnational framework
    • 2.5Related studies
  • 3.Methodology
    • 3.1Comparative case studies
    • 3.2Discourse and narrative analysis
    • 3.3Methodological contributions
  • 4.Findings
    • 4.1Textual analysis: Queerbaiting tropes in narrative and aesthetics
    • 4.2Fan reception and meaning-making
    • 4.3Cultural and institutional contexts
    • 5.Discussion
  • 6.Conclusion
  • References
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