More S-E Asians Debut as K-pop Idols With Region's Fans Driving Demand

K-pop's evolution has always been shaped by its audience.

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SEOUL - In the 2010s, South Korean agencies turned to China and Japan for fresh talent.

Now, the spotlight is on Southeast Asia.

Once dominated by Thai idols, the scene is further expanding as agencies tap Indonesia, Vietnam and the Philippines, responding to the region's overwhelming influence on the industry.

It is not just about talent — it is also the numbers.

With millions of engaged fans, a booming digital ecosystem and economies on the rise, Southeast Asia is fueling K-pop's next wave of expansion.

The industry is not only welcoming Southeast Asian idols, it is also realizing they could be just as essential to K-pop's continued global growth.

Southeast Asia, home to more than 630 million people, is experiencing rapid economic growth, with a steady increase in combined gross domestic product of 4 percent to 5 percent per year.

Along with the region's digital connectivity, this economic strength has positioned it as a major driver of K-pop's global expansion.

Engagement with K-pop on social media in Southeast Asia surpasses global averages, with platforms like TikTok in particular playing a crucial role in fueling trends.

"When something goes viral on TikTok in Southeast Asia, it often spreads beyond Asia. Over the past few years, entertainment companies have realized the growing importance of short-form viral marketing," said music critic Lim Hee-yun.

"For example, a Korean indie band called wave to earth was initially overlooked in Korea, but after going viral in Thailand, they are now on a world tour.

"They even have more Spotify followers than IU," the critic added, referring to the K-pop star.

"K-pop agencies, which rely heavily on data analytics, are well aware of these trends."