As K-pop continues to impact the global music scene, it's clear that success isn't driven solely by the bands and their music. Fans around the world play a crucial role in propelling K-pop artists forward, with their unwavering support and engagement. Traditionally, the US, Japan and the UK have been seen as 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 shifting this dynamic, allowing Southeast Asian countries -- particularly Thailand -- to exert significant influence on the K-pop industry. Thailand, with its passionate fanbase and influential social media, is emerging as a key player in K-pop's global expansion. In July last year, a single TikTok video by Thai influencer Alice Ratchadawan brought a relatively obscure South Korean indie band, Wave to Earth, into the international spotlight.
Her use of the band's track "Bad" for her marriage proposal video resonated far beyond Thailand, quickly going viral around the world. The song surged to the top of Spotify's "Viral 50" chart in Thailand, illustrating social media's power to expand the reach of K-pop. As a result of this viral moment, Wave to Earth saw its Spotify monthly listeners skyrocket, surpassing some of South Korea's most established artists, including IU.
As of Tuesday, Wave to Earth boasts over 6.2 million monthly listeners on Spotify, compared to IU's 5 million. Hong Jong-hee, head of communications at Tik.