Hamamatsu, Japan – Yamaha Music Innovations (YMI) has announced a partnership with POPS, a Southeast Asia-based entertainment company, to promote music culture across Indonesia and Vietnam.
“We are thrilled to collaborate with POPS, which boasts an overwhelming customer base in Southeast Asia,” said Scott Sugino, president and CEO at Yamaha Music Innovations.
POPS, with over 400 million users across YouTube, social media, and apps, will bring its digital infrastructure and network to the collaboration, combining online reach with real-world music engagement.
“At POPS, our mission has always been to inspire joy and creativity by connecting audiences with meaningful experiences,” said Esther Nguyen, CEO at POPS.
“Partnering with Yamaha Music Innovations allows us to blend the best of both worlds—real-world music engagement with the limitless reach of digital platforms. Together, we’re inspiring the next wave of creators and music lovers in Southeast Asia,” Nguyen added.
The first initiatives include Pianica events in Indonesia this October for elementary school students, paired with influencer-led performance content shared via POPS’s network.
In Vietnam, Yamaha Music Vietnam will launch a promotional campaign from December 2025 to March 2026 to attract new students to Yamaha Music School through influencer-driven engagement.
“YMI aims to forge deeper connections with creators and customer bases rooted in each region, creating new business opportunities. With POPS’s broad customer base ranging from Alpha Generation youth to creators, we anticipate more diverse collaborations aligned with YMI’s strategic goal,” Sugino explained.
YMI said the partnership combines POPS’s digital strength with Yamaha’s heritage in music education, creating a fresh model for cultural promotion in Southeast Asia.
The collaboration seeks to nurture young creators, expand music school awareness, and inspire future generations to strike their own notes.
