Southeast Asia’s homegrown artists are knocking K-pop off its pedestal
Summary
Local pop music from Southeast Asia, especially from the Philippines, Indonesia, and Thailand, is becoming more popular than Korean, Japanese, and American pop music in the region. New Filipino pop groups are gaining international attention, and local music is growing quickly on streaming platforms and radio.Key Facts
- Filipino call center worker Jaycer Bajo now listens mostly to Pinoy Pop (P-pop) groups like ALAMAT, BGYO, and BINI.
- BINI was the first all-Filipino girl group to perform at the Coachella music festival in April.
- Between 2021 and early 2026, the share of local artists in Spotify’s top 10 songs rose significantly in Indonesia (39% to 97%), the Philippines (31% to 81%), and Thailand (71% to 76%).
- Local music also gained more radio airplay in these countries during the same period.
- Southeast Asian artists are influenced by K-pop but add their own cultural themes and languages.
- K-pop’s success since 2012 showed that Asian music can be globally popular and profitable.
- The K-pop industry earned $893 million overseas in 2023 through sales, streaming, and concerts.
- Southeast Asia’s music market is still smaller than South Korea’s or Japan’s but is growing fast.
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