Australia – A staggering 93% of music fans are more likely to view a brand favourably if it supports or highlights emerging artists from the Asian community, a fan insights study from Live Nation Entertainment revealed.
The study found that 100% of surveyed music fans are calling for more Asian Pop live experiences. Moreover, 94% of Asia Pop fans believe “it is more important than ever for brands and companies to support the Asian community,” while 77% feel that brands aren’t doing enough to provide this support.
Interestingly, the study also revealed that 94% of fans see fashion brands as the top partners for Asia Pop, followed by 88% for entertainment, 86% for beauty, and 66% for travel and tourism.
Meanwhile, the study also revealed that 97% of Asia Pop fans want to see more brands partnering with Asia Pop artists in Australia and New Zealand.
This surge in demand is tied to the remarkable growth of Asia Pop in both countries, fuelled not only by exceptional music and performances but also by the excitement surrounding the involvement of major artists. Notable names such as Danielle and Hanni from NewJeans, Rosé from BLACKPINK, BangChan and Felix from Stray Kids, actor and singer Darren Qiu, and Cantopop star Cecilia Cheung 張栢芝 have all contributed to this phenomenon.
Although Asia Pop has traditionally been recognised as a cultural force among younger audiences, the study shows its appeal extends far beyond this demographic. Notably, 35% of its Australian and New Zealand fans are between the ages of 27 and 48, and the audience is rapidly expanding. Additionally, one in three fans listens to Asia Pop for more than 15 hours a week.
The study also revealed that 90% of Asia Pop fans engage with both established genres like K-Pop, J-Pop, and C-Pop, as well as emerging ones such as Mandopop, Thai Pop, and City Pop. This underscores Asia Pop’s growing cross-cultural influence, with 98% of fans listening to music in languages other than English. Notably, over 60% prefer these non-English languages, even though English is their primary language at home.
According to Wenona Lok, Asia Pop promoter and talent buyer at Live Nation Australasia, the genre’s popularity stems from the profound connection between fans and artists, transcending language barriers. Driven by compelling storytelling through music and complemented by vibrant fashion, dynamic choreography, theatrical performances, and merchandise, Asia Pop has emerged as a leading force in viral trends.
“The unparalleled energy for Asian Pop live events in our market is reshaping fan expectations and opening new avenues for growth. Industry players who recognise and adapt to this phenomenon now will be at the forefront of a new era in music and entertainment. What we’re seeing is not a new phenomenon; it has been an undercurrent in our musical landscape for years, only now receiving the widespread recognition it deserves,” Lok explained.
Kristy Rosser, senior vice president for marketing & client services at Live Nation Australia & New Zealand, also commented, “Asia Pop has seen a meteoric rise in popularity among Australian and New Zealand music fans, but despite this, many brands have yet to fully realise the marketing potential that lies within this dynamic and creative cultural landscape. Fans of Asia Pop, often referred to as ‘Stans’, are not just passive viewers; they are a fiercely loyal and highly engaged audience, driving trends that reach billions of music lovers.”
