Southeast Asia’s Homegrown Pop Music is Taking Over

Southeast Asia’s Homegrown Pop Music is Taking Over

Southeast Asia’s local music scene is thriving, with homegrown artists gaining massive popularity across digital platforms. Fueled by advancements in digitization, lower production costs, and widespread social media influence, local music is now dominating streaming charts like never before.

In Indonesia, where U.S. pop once reigned supreme, local music now accounts for 35% of on-demand streaming—a 12% increase from just three years ago. Meanwhile, the share of U.S. music has dropped from 31% to 26%, and even K-pop has seen a decline, falling from 12% to 8%.

Similar trends are emerging in Thailand, where “T-pop” (Thai pop) is making significant waves, reflecting a growing preference for music that resonates with regional culture and identity.

 

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Why Is Local Music Surging?

Several key factors have contributed to Southeast Asia’s homegrown music boom:

Digital Advancements & Lower Costs
Music production and distribution have become cheaper and more accessible, allowing independent artists to release music without major record labels.

Rise of Middle-Class Consumers
With increased income and spending power, Southeast Asians are supporting local artists through streaming, concerts, and merchandise sales.

Social Media’s Amplification Power
Platforms like TikTok, YouTube, Instagram, and Facebook have enabled artists to engage directly with fans and reach wider audiences internationally.

Shift in Musical Preferences
Listeners are increasingly drawn to music that reflects their language, culture, and emotions, making local hits more relatable than global pop trends.

 

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Indonesian & Thai Artists Leading the Charge

Indonesia’s rising stars, like Bernadya Ribka Jayakusuma (Bernadya), have captivated audiences with deeply emotional ballads that resonate with young listeners.

A local fan shared: “I feel a strong connection to her lyrics—they speak directly to my heart.”

In Thailand, “T-pop” groups like 4EVE and Proxie have gained massive popularity, performing live concerts nationwide with high-energy performances similar to K-pop idols.

Thai artists like Jeff Satur and “PP” Krit Amnuaydechkorn have also expanded their reach by blending acting careers with successful music ventures, creating dedicated fan bases across multiple entertainment industries.

 

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Southeast Asian Music Spreading Beyond Borders

One of the most remarkable aspects of this boom is how quickly local hits are crossing into international markets.

Streaming analysis shows:
Hit songs from Indonesia and Thailand are gaining traction in Central & South America, as well as in neighboring Asian countries.
Migrant workers have played a key role in spreading Southeast Asian music to Cambodia, Laos, Myanmar, and Vietnam.
Popular Thai drama soundtracks have become major hits in neighboring countries, demonstrating the power of cross-cultural entertainment.

This phenomenon is not entirely new. Japan experienced a similar music crossover in the 1980s, when singer Mayumi Itsuwa’s “Kokoro no Tomo” became a massive hit in Indonesia, cementing Japan’s long-standing cultural influence in the region.

More recently, JKT48 (Jakarta’s version of Japan’s AKB48) has found success by localizing Japanese idol music to fit Indonesian tastes, proving that customizing content for local audiences is key to sustained growth.

 

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The Future of Japanese & International Music in Southeast Asia

Japan’s music industry holds untapped potential in Southeast Asia.

Currently, Japanese music accounts for about 2% of streaming in Indonesia and Thailand—a significantly higher share than in the U.S. or the U.K., where it remains below 1%.

Industry experts believe that the key to success is not just distribution, but deeper cultural adaptation.

Sriwijaya Saputra Ali, a content management expert in Indonesia, explains:
“People spend a lot of time on social media. Artists who engage with fans through live-streaming and interactive content have a much greater impact.”

 

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The Future of Southeast Asia’s Music Industry

The Southeast Asian music market is poised for explosive growth.

According to consulting firm PwC, the industry is projected to expand by 20% over the next five years, reaching $20.8 billion by 2028.

Key economic indicators fueling this boom:
Indonesia’s per capita gross national income (GNI) has surged 5.5x in the past 20 years, reaching $4,810 in 2023.
Thailand’s per capita GNI has tripled to $7,200, elevating both countries to upper-middle-income status, according to World Bank classifications.

 

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Final Thoughts: A Southeast Asian Pop Renaissance

The rise of homegrown pop music in Southeast Asia is not just a trend—it’s a cultural revolution.

With advancements in technology, rising incomes, and a newfound appreciation for local artistry, Indonesian and Thai pop music is entering a golden era.

As digital platforms continue to break barriers, Southeast Asia is on track to become a major player in the global music industry.

 

The pop music boom is just beginning!