I remember someone asked if K-pop lost steam in SEA here some days ago.
Someone on X made a similar conclusion basing on Spotify stats. The person tracked Spotify’s weekly top 50 from 2023 onward on 5 SEA countries, Thailand, Philippines, Indonesia, Malaysia and Singapore.
Thailand
T-pop share rose from 65 to 78% while K-pop dropped from 27 to 11%, the biggest dip. Also, T-hiphop consumption significantly rose.
Philippines
OPM (original Philippines Music) share rose from 44% in 2023 to 63% in 2026. The declined demand of K-pop was partly responsible by K-pop-inspired local Bini.
Indonesia
Indo-pop share rose from roughly 60 to 78%. K-pop fizzled from 5 to 1%. The share of Indo-pop was heavy-lifted by Bernadya’s Satu Bulan.
Malaysia
Malaysia also largely consumed Indo-pop due to language similarity and, the share of Indo-pop rose from 18% to 22%. K-pop dropped from 18 to 13%.
Singapore
Different from others, K-pop demand in Singapore was stable at roughly 30%.
I have no idea how to embed link without being removed. Anyway, here is the source location, tsurezure_lab/status/2050946606082793557 on x dot com.
On the other hand, Chosun Daily reported that K-pop album export made all-time high in 2025 at 301.74m USD, 3.4% increase from the last year. The increased export value resulted from the market growth in China (due to the return of fan sign) and Europe countries and the release of special versions, LP, limited goods etc.
Top 10 markets
Japan: 80.63m USD (-10.2%)
China: 69.72m USD (+16.6%)
USA: 63.97m USD (+1.7%)
Taiwan: 27.49m USD (+7.6%)
Germany: 13.51m USD (+30.8%)
Hongkong: 5.64m USD (+3.7%)
Netherlands: 4.76m USD (+45.7%)
Canada: 3.78m USD (-12.5%)
France: 3.56m USD (+9.5%)
Poland: 3.21m USD (+80.0%)
submitted by /u/Neatboot
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