What is sea pop?
SEA Pop, short for Southeast Asian Pop, refers to pop music from countries across Southeast Asia. It includes genres such as T-Pop (Thailand), OPM (Original Pilipino Music), and Indo pop (Indonesia). As K-Pop trends worldwide, Asian music as a whole has attracted greater attention. SEA Pop, in particular, has been gaining attention more than ever. Combining local culture and global pop trends, the number of streams of SEA Pop has increased in the region and worldwide. The Southeast Asian music streaming market reached approximately $600 million in 2023, while recorded music revenue in Asia grew by 14.9%, outperforming the global average. Could SEA POP be the next K-Pop?
Why SEa POp?
One major reason for the rise of SEA Pop is the rapid growth of digital platforms and social media. Music is becoming more accessible than ever, allowing artists from Southeast Asia to reach global audiences through platforms such as Spotify, YouTube, and TikTok. For example, Spotify’s user base in the Philippines grew by 25% in the last year, while TikTok’s music library usage in Indonesia increased by 40% in 2023. In addition to the growth of social media, Southeast Asia is an engagement powerhouse, as fans there are extremely active online. This can be seen in K-pop, where Southeast Asian fans engage the most in social media.
Another reason for the rise of SEA Pop is the growth of international interest through other forms of media. In particular, Thai BL (Boys’ Love) dramas have played a significant role in attracting global audiences to Thai entertainment and culture. SOTUS The Series, 2gether: The Series, and We Are are some of the series that attracted many international fans. These dramas have gained popularity worldwide through streaming platforms and social media, and many international fans have also become interested in Thai music. This exposure has helped SEA Pop artists reach new audiences and expand their fan bases beyond Southeast Asia.
The region is also experiencing a strong trend, which is often called a “Local Return”. This is the movement where artists increasingly move away from Western or K-POP formulas in favor of local music traditions, indigenous languages, and authentic cultural heritage. This trend is closely connected to the growing economic and cultural confidence of Southeast Asian countries. As a result, people are increasingly supporting artists who represent their own cultures and identities. In the Philippines, streams of OPM have quadrupled over the past five years. Similarly, T-Pop’s market share increased from 65% in 2023 to 78% in 2026. Not only is SEA Pop gaining interest from outside the region, but it is also becoming more popular within Southeast Asia itself.
Who is in SEA POP?
Here are the lists of some of the hottest groups in SEA Pop and their songs you should look out for…
- no na (Indonesia) https://youtu.be/6HWHRP2rZqE?si=iM9w-sCH-LExe-z2
- BUS (Thailand) https://youtu.be/KQF6M-3URC8?si=m3JXZ7pynGi8tyJb
- 4EVE (Thailand) https://youtu.be/zj4dW3_2mgo?si=6e8F30j4KIGfOitf
- SB19 (Philippine) https://youtu.be/VZZA_38RUBI?si=uLE018Lji6ipPXu6
- Bini (Philippine) https://youtu.be/Zx31bB2vMns?si=1B1ORVtt2E3UMSdp
- DOLLA (Malaysia) https://youtu.be/seZsq1mD0uk?si=1e2gPpS9gyQuKk8k
SEA POP has the potential to become a major force in the global music industry. With its unique blend of local cultures, languages, and modern pop trends, the region’s music industry continues to grow. SEA Pop is proving that the future of Asian pop music is more diverse than ever. The next time someone asks about the future of Asian pop music, the answer may not only be K-Pop but also SEA Pop.