In the ever-evolving world of K-pop, Southeast Asia has emerged as a powerhouse, not just for its talent but for its unparalleled digital influence. With a population of over 630 million, rapid economic growth, and a booming social media ecosystem, the region is reshaping how K-pop reaches global audiences. From Thai superstar Lisa of Blackpink to emerging idols from Indonesia, Vietnam, and the Philippines, Southeast Asia is no longer just a market for K-pop—it’s a vital driver of its worldwide expansion.
A Digital Revolution Amplifies K-Pop’s Reach
Southeast Asia’s digital landscape, particularly platforms like TikTok, has become a launchpad for K-pop’s viral trends. Engagement with K-pop content in the region far exceeds global averages, with short-form videos often sparking worldwide phenomena. As music critic Lim Hee-yun recently noted, “When something goes viral on TikTok in Southeast Asia, it often spreads beyond Asia.” This was exemplified by the Korean indie band Wave to Earth, which gained international fame after trending in Thailand, despite initial obscurity at home. Today, their Spotify followers surpass even those of K-pop giant IU.
TikTok’s annual reports underscore this trend. In 2023, five of the top ten global acts on the platform were K-pop groups, including Blackpink and BTS. By 2024, that number rose to seven, reflecting the genre’s deepening grip on Southeast Asian users. A 2024 joint study by TikTok and Kantar revealed that users in Indonesia, Thailand, and Vietnam spend significantly more on Korean cultural products than non-users. In Indonesia alone, three in five people pay to stream Korean music, with listening hours among the highest globally. TikTok users in the region are also 2.3 times more likely to consume K-pop daily, acting not just as fans but as active content creators who amplify the genre’s reach. 
This digital clout is underpinned by economic strength. Southeast Asia’s combined GDP grows at a steady 4-5% annually, creating a burgeoning middle class with disposable income for entertainment. For K-pop agencies, which rely heavily on data analytics, these numbers are impossible to ignore. The region’s fans are not merely consumers; they are shaping the industry’s future.
Thailand: The Trailblazer of Southeast Asian K-Pop
Thailand has long been a cornerstone of K-pop’s regional presence, producing some of the industry’s biggest stars. Leading the charge is Lalisa Manoban, better known as Lisa of Blackpink, who has become a global icon since her debut in 2016 under YG Entertainment. With over 105 million Instagram followers—a Guinness World Record for a K-pop artist—and a historic performance at the Academy Awards on 2 March 2025, Lisa’s influence transcends music. Her success has inspired a new generation of Thai trainees, with YG Entertainment noting that strong role models like Lisa expand the talent pool by motivating aspiring idols.
Following in her footsteps, YG debuted Thai idols Pharita and Chiquita in the group Baby Monster, while other Thai stars like Natty of Kiss of Life, Minnie of (G)I-dle, and Ten of NCT have made their mark under various agencies. These artists not only bring diversity to K-pop but also strengthen its cultural ties to Thailand, where Bangkok has become a key stop for world tours alongside cities like Jakarta.
Indonesia: An Untapped Giant
While Thailand has dominated the Southeast Asian K-pop scene, Indonesia is fast emerging as a critical market. With a population of 270 million—about one-third aged between 10 and 29—Indonesia offers a vast, youthful audience hungry for K-pop content. Last year, it ranked third in Korean music imports, behind only Japan and Taiwan, according to Luminate’s 2024 Year-End Music Report.
Yet, compared to Thailand, Indonesia has produced fewer K-pop idols—until recently. Last month, SM Entertainment, one of K-pop’s “Big Four” agencies, debuted Carmen as part of Hearts2Hearts, marking the first Indonesian trainee to join such a prestigious label. While SM insists Carmen’s selection was based on vocal talent rather than market strategy, her debut has sparked speculation about targeting Indonesia’s potential. Other Indonesian idols, like Dita of Secret Number and Kim of VVUP, are also gaining traction, hinting at the country’s growing role in the industry.
Jakarta’s status as a tour hub further underscores Indonesia’s importance. For K-pop agencies, the city is not just a performance venue but a gateway to one of the world’s largest untapped fanbases. If more Indonesian idols follow Carmen’s path, the country could rival Thailand as a talent hub.
Vietnam and the Philippines: Rising Stars
Vietnam and the Philippines are also carving out their place in K-pop’s Southeast Asian narrative. In Vietnam, NewJeans’ Hanni—born in Australia with dual nationality—has become a prominent figure, while male idols Hanbin of Tempest and Kien of ARrC represent a new wave of Vietnamese talent. Though their numbers remain small, their presence signals growing interest from K-pop agencies in Vietnam’s market, where digital engagement with Korean content is soaring.
The Philippines, meanwhile, has seen a surge with rookie group UNIS debuting Elisia and Gehlee in March 2024. Elisia, who made history as the first foreign winner of a K-pop audition program, “My Teenage Girl,” has drawn significant attention, with UNIS’s concerts in Manila and Cebu selling out in October 2024. These successes highlight the Philippines’ potential as both a talent source and a vibrant fanbase, with TikTok trends often originating from Filipino users.
Beyond Talent: A Strategic Shift for K-Pop
The rise of Southeast Asian idols reflects more than just diversity; it signals a strategic pivot for K-pop agencies. In the 2010s, China and Japan were the primary focus for international talent and markets. Today, Southeast Asia’s digital influence and economic growth make it indispensable. Agencies are not merely recruiting idols from the region—they are tailoring content and marketing to resonate with local audiences, knowing that a viral trend in Bangkok or Jakarta can ignite global interest.
However, this shift raises questions about authenticity and commercial intent. While SM Entertainment denies selecting Carmen for market reasons, some industry observers speculate that agencies are increasingly driven by demographics rather than pure talent. If true, this could risk alienating fans who value K-pop’s merit-based ethos. Yet, for now, the data speaks louder than skepticism: Southeast Asia’s engagement metrics and spending power are reshaping the industry’s priorities.
Cultural Bridges and Global Impact
Southeast Asian idols also serve as cultural bridges, fostering a deeper connection between K-pop and the region. Lisa’s Thai heritage, for instance, has made her a national icon, with her success celebrated as a source of pride. Similarly, idols from Indonesia, Vietnam, and the Philippines bring local flavors to K-pop, enriching its global appeal while introducing Korean culture to new audiences. This two-way exchange is evident in the region’s social media trends, where fans remix K-pop tracks with local languages and traditions, creating content that resonates far beyond borders.
For K-pop, the stakes are clear. As competition intensifies and global markets saturate, Southeast Asia offers not just growth but reinvention. The region’s digital natives are not passive consumers—they are co-creators of K-pop’s future, wielding social media as a tool to amplify their voices. If agencies can harness this energy without compromising artistic integrity, K-pop’s next chapter may well be written in Southeast Asia.
A Future Powered by the Region
Southeast Asia’s role in K-pop is no longer peripheral; it is central to the genre’s global trajectory. From Lisa’s record-breaking achievements to Carmen’s historic debut, the region’s idols are redefining what it means to be a K-pop star. Meanwhile, platforms like TikTok have transformed fans into active participants, driving trends that ripple across continents. With economic growth fueling demand and digital connectivity accelerating reach, Southeast Asia is not just fueling K-pop’s expansion—it is steering its direction.
As the industry evolves, the challenge for K-pop agencies will be balancing commercial strategy with cultural authenticity. For now, one thing is certain: Southeast Asia’s social media power and burgeoning talent pool have positioned it as the beating heart of K-pop’s next wave. Whether this momentum will sustain or shift remains to be seen, but the region’s influence is undeniable—a testament to the transformative power of digital engagement and cultural exchange.
