BANGKOK — A fan altercation during the International Novel Festival 2026 has sparked a wider online dispute between Thai and Chinese fan communities after entertainment company GMMTV apologized over an incident involving an event staff member and a Chinese attendee.
According to accounts circulating online, the dispute began over a seating issue after a Chinese fan allegedly entered a reserved area. The situation later escalated during attempts to remove her from the area, leading to a physical confrontation involving event staff.
ให้โอกาส ถ้าดูแล้วยังไม่เห็นอีก ก็เข้าใจเลยว่าคงเห็นแต่เงินจริงๆ#แบนgmmtv https://t.co/CDXr3N5knP pic.twitter.com/rd6w1QcU9T
— ֯ ꒰ ͡ ʟɪᴛᴛʟᴇ ʟɪᴍ ˚⋆ (@hafsky07) July 26, 2026
In a statement released after an initial investigation, GMMTV said the staff member involved used excessive force during parts of the incident and that the company does not support violence in any form.
Although the staff member was an outsourced worker hired for the event, GMMTV said it accepted responsibility for properly supervising event personnel. The staff member has been suspended pending the conclusion of the investigation.
GMMTV also denied online claims that it had taken legal action against the Chinese attendee, saying no such action had been filed.
The company said the incident was an individual dispute and did not reflect its policy toward any nationality. It added that GMMTV does not condone discrimination based on race or nationality.
The statement has since drawn criticism from some Thai fans, who accused the company of failing to adequately defend the Thai staff member involved and questioned whether the response was balanced. Some fans have expressed support for the Thai side of the dispute, with discussions spreading across social media platforms.
The controversy has also gained attention among fan communities in other Southeast Asian countries, including Indonesia, as online debate continues over accountability, nationality and treatment of fans at international entertainment events.
GMMTV said it would review its event management procedures and strengthen supervision measures to prevent similar incidents in the future.