The United States, Japan, and the United Kingdom have always been considered the most important markets due to their size and impact on the global music industry. However, the rise of digital platforms like TikTok and Instagram is changing this perception, allowing Southeast Asian countries, particularly Thailand, to significantly influence the K-pop industry.
In July last year, Alice Ratchadawan, a famous Thai TikToker, helped the relatively unknown Korean indie band Wave to Earth gain international recognition. Alice used the group’s song “Bad” as the background music for her proposal video, causing the track to go viral globally and top Spotify’s Viral 50 chart in Thailand. Wave to Earth’s monthly listeners on Spotify also surged, surpassing some of Korea’s most famous artists, including IU.
“On TikTok, Southeast Asia is leading the way in the production and consumption of Korean content, with Indonesia currently at the forefront, followed by Thailand,” said Hong Jong Hee, Communications Director at TikTok Korea. While Indonesia’s music market is larger in scale, Thailand wields greater influence over K-pop thanks to standout artists like NCT’s Ten, GOT7’s Bam Bam, and BLACKPINK’s Lisa.
“Korean music labels have recruited Thai members to attract fans not only in Thailand but also in neighboring countries like Cambodia, Laos, Myanmar, and Vietnam. This is a smart strategy to conquer Southeast Asia, a dynamic and rapidly growing region in the global music industry,” said Suwat Wuthichairattana, a veteran producer with 20 years of experience in the Thai entertainment industry.
Additionally, Thailand possesses unique cultural, architectural, and infrastructural characteristics that enable the production of short content capable of going viral effectively on social media platforms.
