The global expansion of Asia Pop genres has transformed cultural landscapes, with the Live Nation “Future Of Sound” study unveiling the genre’s unprecedented demand in Australia and New Zealand.
Asia pop has been sweeping the globe, reshaping music consumption and creating new opportunities for brands to connect with highly engaged audiences; the demand for Asia Pop experiences has reached an all-time high in Australia and New Zealand, signalling both a shift in cultural preferences and untapped market potential.
Asia Pop’s Explosive Growth
The numbers paint a compelling picture of Asia Pop’s rapid rise. Between 2015 and 2024, Live Nation reported a 600 per cent increase in Asian Pop shows and a 275 per cent surge in artists performing across Australia and New Zealand. This growth is mirrored by fan engagement on platforms like TikTok, where 61 million K-Pop-related views were recorded in just 12 months.
“Asia Pop represents more than just music—it’s a cultural force that has transformed the Australian and New Zealand entertainment landscape,” said Erica Valenti, integrated marketing director at Live Nation APAC.
“Brands need to know that Asia Pop is on a meteoric rise in mainstream Australia at a stadium-filling level. For marketers, this young, trend-setting and diverse audience has been hiding in plain sight”.
The genre’s cross-cultural appeal is evident. A striking 98 per cent of fans engage with music in languages other than English, with over 60 per cent preferring it, even when English is their dominant language at home. This openness underscores Asia Pop’s power to transcend linguistic barriers and foster a universal connection.
The Power of Fan Loyalty
Asia pop fans are renowned for their loyalty and willingness to invest in their idols. 90 per cent of fans cite choreography, catchy lyrics, and live performances as the key reasons for their devotion. The dedication goes beyond streaming music—fans are willing to spend significantly more than average to support their favourite artists. On average, Asia Pop ticket buyers spend $336 per ticket, more than double the $141 spent by general concertgoers. Merchandise sales are equally impressive, with 85 per cent of attendees purchasing items at live events.
Stray Kids’ recent Australian shows are a prime example of this.
“What Stray Kids has shown is that fans will do anything for their idols. On their recent tour, we saw 5,000 fans per city attend VIP soundchecks, and thousands lined up early to purchase exclusive merchandise, which sold out at every event. This behaviour showcases not only the extraordinary loyalty of Asia Pop fans but also the immense opportunities for brands to engage with this market,” said Valenti.
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“All it takes is one Asia Pop experience to understand the hype of the growing genre and how dedicated the fanbase actually is”.
A Haven for Brand Partnerships
The “Future Sound” study underscores the incredible potential for brands to connect with Asia Pop’s audience. 97 per cent of fans want to see more Australian brands partnering with Asia Pop idols, while 94 per cent of fans believe it’s important for companies to support the Asian community. Fashion, beauty, and entertainment stand out as the top categories for collaboration.
“Asian Pop idols are often seen as culture makers, driving the latest trends in western culture – so aligning with Asia Pop and its artists means brands can lead, not follow the trends. Being part of a culture on the cusp of explosion is an exciting way to build and maintain communities for long-term growth and loyalty,” Valenti explained.
“Fans are actively seeking brands that authentically support their community. Emotional connection, rather than practical necessity, drives purchasing decisions. This creates a clear pathway for meaningful collaboration”.
Virtual Idols: A New Frontier
The rise of virtual idols like Hatsune Miku is reshaping fan engagement and brand opportunities – bringing the fans into the music curation process and giving them an unique and first-hand role in the music they choose to listen to.
“Virtual idols like Hatsune Miku, who is currently touring Australia, are redefining fan engagement through technology and creative innovation. These virtual artists create opportunities for dynamic interaction and an opportunity for completely unique creative executions,” said Valenti.
“This evolution in entertainment presents unique opportunities for brands to create customised experiences that scale across different platforms and reach diverse audience segments. The success of virtual artists demonstrates fans’ appetite for innovative ways to engage with Asia Pop, whether through virtual concerts, digital content, or hybrid experiences”.
“Hatsune Miku also allows for extended interaction with fans and is perhaps the world’s first crowdsourced star: her songs are composed by her fans, who also program her stage routines. For the Australian tour, Hatsune Miku’s team picked five unique songs for her to perform dictated by Australian fans, which provides an exciting avenue for fan engagement and influence”.
Strategies for Authentic Engagement
The study outlines three essential strategies for brands looking to authentically engage with Asia Pop fans, these include leveraging fan dedications, embracing universal connections and committing to long-term, authentic relationships.
“With 97 per cent of the Asia Pop community actively seeking more brand collaborations, the potential is enormous. But fans can easily detect inauthenticity. Brands that align with the values of Asia Pop artists and fans—particularly in fashion, entertainment, and beauty—can create partnerships that not only resonate but also foster long-term loyalty,” said Valenti.
“Successful brand engagement in the Asia Pop space relies on understanding and respecting the deep connection between artists and their communities while creating genuine value through the partnership”.
Asia Pop’s Expanding Audience and Influence
While Asia Pop is often associated with a Gen Z audience, the study reveals a broadening demographic. 35 per cent of fans in Australia and New Zealand are aged 27–48, and one in three fans listens to Asia Pop for more than 15 hours per week.
“This growing audience demonstrates that Asia Pop is not just a niche genre; it is shifting into the mainstream,” Valenti explained.
The influence of Asia Pop extends beyond music, with artists driving trends in fashion and beauty. Stray Kids members, for example, have partnered with luxury brands like Louis Vuitton, Versace, and Fendi, reinforcing the symbiotic relationship between the genre and these industries.
As Asia Pop continues to evolve, collaborations between Asian and Western artists, like BLACKPINK’s Rosé and Bruno Mars’ record-breaking single “APT,” highlight the genre’s global influence. This openness to fusion and cross-cultural partnerships offers brands opportunities to innovate and connect with audiences on a global scale.
“Asia Pop isn’t just about music—it’s a cultural movement. Success in this market requires brands to understand and respect the deep connection between artists and their communities. By creating partnerships that add genuine value and demonstrate long-term commitment, brands can tap into one of the most passionate and loyal fan bases in the world.”
Asia Pop’s meteoric rise offers brands a unique opportunity to align with a global cultural phenomenon. By embracing the genre’s core values—authenticity, passion, and community—brands can not only reach millions of fans but also lead trends and build lasting connections.
As Valenti aptly noted, “Asia Pop is not just a trend; it’s a revolution. Brands that invest now will find themselves at the forefront of a cultural explosion.”
