REMEMBER when music platform Spotify joined forces with K-pop boy group SEVENTEEN for the CARAT Station Manila, allowing Filo CARATs to have a pre-concert experience for the Philippine leg of the “RIGHT HERE” concert? That’s just part of Spotify’s continued efforts to bring Filipino K-pop fans closer to their favorite Korean idols. 

In a bid to step up its artist-fan connection, the global streaming platform has now made its “K-Pop ON! Hub” available in the Philippines!  

“K-Pop ON! Hub” serves as an ultimate K-pop destination for fans that features a curation of genre playlists, Spotify-exclusive artist content, and interactive experiences, among others. 

This on-platform destination, first launched in Indonesia in 2024, can also be accessed in Japan, South Korea, Thailand, and the United States. 

Spotify reported that K-pop streams on its platform reached an average of year-over-year (YoY) growth of 128% in Southeast Asia between 2014 and 2024. Meanwhile, the average YoY growth in the U.S. was 90% in the same period.

The music streaming platform noted that the Philippines, the U.S., Indonesia, Japan, and Mexico are top export markets for K-pop on Spotify. Brazil, India, Canada, the United Kingdom, and Germany are also among the biggest streamers of K-pop songs.

Inside the ‘K-Pop ON! Hub’

To access the hub, a user only needs to open their Spotify app on their mobile phone, tap “Search,” and click the “K-Pop ON! Hub” tab or look for “K-Pop ON! Hub” through the search function.

Once they enter the hub, the Spotify user will see two tabs: “Latest” and “Videos.” Here are the following features they can access in the “Latest” tab:

• Achievement Cards – Spotify Premium users may discover what type of K-pop fan they are through personalized digital achievement cards. They can be categorized as “Main Listener,” “Star Stan,” “Superfan,” “Replayer,” and “Loyalist.” Achievement cards are available on Spotify until April 15.

• Listening Parties –  Noting that a third of Gen Zs attended in-person listening parties, Spotify gives its Premium users access to exclusive audio events hosted by K-pop artists. During these sessions, fans can listen to and interact with their favorite idols as the latter introduce their music and connect with listeners via the chat function. The hub also gives updates on upcoming listening parties.

• K-Pop Today Philippines Playlist –  This is a selected collection of trending tracks, viral bops, and fan-favorite tunes of different K-pop idols from rising groups to powerhouses. Among the songs currently in the playlist are “like JENNIE” by BLACKPINK’s Jennie, “Touch” by KATSEYE, “Magnetic” by ILLIT, and “Igloo” by KISS OF LIFE—all making waves across the internet.

• Clips from K-Pop icons – These are short-form video content featuring the artists’ messages, highlights, and teasers.

• K-Pop ON! Playlist – Aside from the list of popular K-pop songs in the Philippines, the hub also features Spotify’s global flagship genre playlist, the K-Pop ON! Playlist, where fans can listen to more K-pop songs and discover their next favorite track.

In the “Videos” tab, Spotify users can access the following content:

• K-Pop ON! Video Podcast episodes – This section features K-pop artists’ gameshow content, interviews, and behind-the-scenes clips.

• Featured music videos – From seconds-long vertical videos attached to the songs, Spotify now allows fans to watch the full music video of their favorite idol’s latest track on the hub.

Music success in Asia

Spotify noted that its artist-fan connections helped fuel music success in Asia, offering on-and-off-platform exclusive experiences to fans like the CARAT Station Manila. The themed pop-up event, launched in Makati City in January 2025, featured different immersive activities that allowed Filo CARATS to learn more about SEVENTEEN, express their love and support for the boy group, and bond with other fans.

In February 2025, Spotify put up the “This Is Taylor Swift: A Spotify Playlist Experience” exhibit in Quezon City, where Filo Swifites navigated the pop icon’s 11 musical eras and heard her messages through phone booths.

Gautam Talwar, General Manager for Spotify Asia Pacific, said some of the world’s most passionate music fans are in Asia, and strengthening artist-fan connections helps artists thrive in the music scene. The platform reported that 80% of Filipino users subscribed to Spotify to support artists.

“Fans play an integral role in the success of artists across Asia. On Spotify, we’ve witnessed their incredible support, and thrilled to get behind a meaningful connection between an artist and a fan,” said Talwar.