A street dance video in New York’s Times Square featured the Thai song “Lock Pao” by the band Dicered, performed by the Not Shy Dance Crew. The video, released on YouTube on October 16, reflects the growing influence of Southeast Asian pop music, traditionally overshadowed by K-pop.
Korean blogger Lee Seol, who has closely followed the Southeast Asian music scene since 2013, noted that the video signals a significant transformation within the global music industry. “It certainly feels like Southeast Asian music is finding a global audience,” he told the Korea JoongAng Daily. He highlighted how artists from the region are not only adapting K-pop’s success strategies but also incorporating local cultural elements that resonate with their audiences.
In recent years, P-pop acts like BINI and SB19 have gained international recognition. BINI made history by becoming the first Filipino group to perform at the Coachella Valley Music & Arts Festival, while SB19 was the first all-Filipino group to take the stage at Lollapalooza. Both groups have embraced K-pop’s production techniques, with BINI formed through a rigorous training program akin to those of K-pop artists and SB19 originally supported by a Korean entertainment company before establishing their own agency in 2023.
Both groups are now competing for recognition in the newly established Best Asian Pop Music Performance category at the Grammy Awards, even as some established K-pop groups, including BTS, have opted to boycott the category. Their rising profile poses a challenge to K-pop’s dominance in Southeast Asia, leading to questions about how local acts might impact K-pop’s market position.
Growing Local Influence
The increasing prominence of local artists is supported by data indicating a surge in their respective markets. According to Soundcharts, the share of domestic artists in Spotify’s top 10 weekly charts soared in Indonesia to 97% in the first half of this year, up from 39% in 2021. The Philippines saw local song representation rise from 31% to 81%, and Thailand’s share increased from 71% to 76%.
Additionally, survey data from the Korean Foundation for International Cultural Exchange shows a decline in Korean music consumption in these markets: the percentage of listeners who had engaged with Korean music dropped in Indonesia, Thailand, and the Philippines between 2024 and 2025. Nonetheless, K-pop remains a significant force within the region, with local artists often drawing inspiration from its success while also cultivating their own unique sounds.
Industry experts believe that the growth of local talent does not necessarily come at K-pop’s expense. “I don’t think that a straightforward substitution effect will take place,” said Eo Si-yong of F&F Entertainment, suggesting that Filipino fans support both local acts like SB19 and BINI and K-pop groups simultaneously.
As these dynamics unfold, the local music scene in Southeast Asia may continue to flourish. K-pop’s established presence offers unique opportunities for collaboration and growth within the region, as indicated by various partnerships between local and Korean entertainment companies aimed at fostering mutual benefits through cultural exchange.
