K-pop band Stray Kids
Entertainment company Live Nation has found that Asian Pop shows increased by 600% between 2015 and 2024, according to its Fan Insights Study ‘Future Sound’.
With 100% of music fans surveyed demanding more Asian Pop live experiences.
TikTok Australia reported 61 million K-Pop views by fans in the last 12 months alone.
Fuelled by storytelling through music and enhanced by vibrant fashion, choreography, theatrics and merchandise, Asia Pop has become a dominant leader in viral trends.
According to fans, 94% believe fashion brands are the best partner for Asia Pop, followed by 88% Entertainment, 86% Beauty and 66% Travel & Tourism.
While Asia Pop is seen as a cultural force among younger audiences, the study reveals its reach extends far beyond the expected fanbase.
Predominantly female, 35% of its Australian and New Zealand audiences are aged between 27 and 48 and rapidly growing, with one in three fans listening to Asia Pop music for more than 15 hours a week.
Live Nation Australasia Asia Pop promoter and talent buyer Wenona Lok said the popularity is due to the connection between fans and artists - regardless of language barriers.
"The unparalleled energy for Asian Pop live events in our market is reshaping fan expectations and opening new avenues for growth," Lok said.
"Industry players who recognise and adapt to this phenomenon now will be at the forefront of a new era in music and entertainment.
"What we're seeing is not a new phenomenon; it has been an undercurrent in our musical landscape for years, only now receiving the widespread recognition it deserves."
Live Nation Australia & New Zealand senior vice president, marketing and client services Kristy Rosser said 93% of music fans look more favourably at brands that support Asia Pop.
“Asia Pop has seen a meteoric rise in popularity among Australian and New Zealand music fans but despite this, many brands have yet to fully realise the marketing potential that lies within this dynamic and creative cultural landscape," Rosser said.
"Fans of Asia Pop, often referred to as ‘Stans’, are not just passive viewers; they are a fiercely loyal and highly engaged audience, driving trends that reach billions of music lovers.”
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