Hybrid Horror: Cultural-Religious Syncretism and Market Adaptation in Contemporary Southeast Asian Supernatural Cinema

Abstract

This study analyzes the convergence of cultural-religious syncretism, narrative hybridity, and market adaptation in Southeast Asian supernatural film in Thailand, Vietnam, the Philippines, and Indonesia. The research employs a qualitative, multi-method approach, incorporating comparative textual analysis and expert interviews, to assess sixteen films released from 2004 to 2024. Utilizing Homi Bhabha’s (1994) notion of the “third space,” the study examines how filmmakers amalgamate indigenous spiritual traditions with global cinematic conventions to forge hybrid narrative forms that resonate on both local and international levels. The approach delineates three fundamental mechanisms of cultural authentication: incremental spiritual revelation, spatial-temporal anchoring, and institutional religious integration. These narrative techniques allow films to maintain cultural identity while captivating global audiences. The research outlines three stages of how the market has changed: Foundation (2004–2013), Development (2014–2018), and Contemporary (2019–2024), showing how technology and streaming services have affected how films are shared, what genres are created, and how audiences connect with them. Research indicates that Southeast Asian horror cinema serves as a platform for cultural mediation and creative defiance, wherein syncretic narratives preserve local belief systems while yet conforming to the algorithmic frameworks of global media markets. The research adds to discussions in film studies, cultural mixing, and global media by showing how local horror films express spiritual concerns in ways that everyone can understand.