K-POP Accelerates Global Expansion in the UK and Southeast Asia Through Social Media Influence and Local Idol Development

K-POP is speeding up its expansion into global markets in the UK and Southeast Asia. In the UK, K-POP specialty retail stores are expanding, while in Southeast Asia, local idols are entering the K-POP industry in large numbers. KStars in the UK began as a small store in Manchester in 2019 and has since grown into a two-story large store located in Dean’s Gate. It employs over 20 staff members and is considered the largest K-POP specialty store in the country. Amber Clare, KStars’ marketing and social media manager, explained, “K-POP is still a niche market in the UK, but it isn’t a tiny one.” In fact, the UK is currently among the top 10 countries on Spotify that follow the most K-POP content. ATEEZ had two of their records rank in the top 5 of the UK album chart last year, and this summer BLACKPINK will perform for two nights at Wembley Stadium, while STRAY KIDS will perform for two nights at Tottenham Hotspur Stadium. Additionally, the SM Town Live Festival, featuring artists from SM Entertainment, is set to take place at Twickenham Stadium in the UK.

In Southeast Asia, entry into the K-POP industry is accelerating even further. The K-POP scene there, which was once centered around Thai idols, is now expanding to Indonesia, Vietnam, and the Philippines. This is not merely a matter of talent acquisition. Southeast Asia has a population of over 630 million people and maintains a stable GDP growth rate of 4–5% per year. With its strong digital connectivity and economic strength, Southeast Asia is emerging as a region driving K-POP’s global expansion. The influence of K-POP on social media in this region exceeds the global average. TikTok plays a decisive role in spreading trends. Music critic Im Hee-yoon explained, “What goes viral on TikTok in Southeast Asia often spreads beyond Asia. For example, the Korean indie band Wave Two Us didn’t gain attention in Korea but became popular in Thailand, leading them to embark on a world tour, and they now have more Spotify followers than IU.” According to a 2024 joint study conducted by TikTok and market research firm Kantar, Indonesian, Thai, and Vietnamese TikTok users spend significantly more on Korean cultural products. In Indonesia, three out of five people pay for Korean music streaming, and their listening time is the highest in the world. Thirty-one percent of TikTok users consume K-POP content daily, which is 2.3 times higher than among non-users.