In recent years, we have witnessed a remarkable surge in the prominence of pop music originating from Asia. While it does feel like Asian pop has transcended geographical boundaries, and has matched (or possibly exceeded) Western pop in the collective consciousness, there hasn't been that much quantitative data to prove that hypothesis... until now.

Live Nation Entertainment has just conducted its latest Fan Insights Study called Future Sound which profiles Asian pop's unprecedented boom in Australia and New Zealand.

The study not only found that 100% of music fans surveyed demanded more Asian pop concerts, it also revealed that 93% of music fans “would feel more favourably towards a brand that supports or spotlights emerging artists in the Asian community.”

2024 has been Asian pop’s biggest year yet across Australia and New Zealand. Over the last 9 years, Live Nation reported a 600% increase in Asian pop shows and a 275% surge in the number of artists. That uptick is supported by TikTok Australia, which reported 61 million K-pop views by fans in the last year.

The survey further concludes that 90% Asian pop fans engage with established genres like K-pop, J-pop and C-pop, as well as emerging genres such as Mandopop, Thai pop and city pop. Fuurthermore, 98% of these fans state that they listen to music in languages other than English, with over 60% saying they prefer it despite English being their dprimary language.

Going into demographic details, the findings show that the fanbase is predominantly female, with 35% of its Australian and New Zealand audiences are aged between 27 and 48 and rapidly growing, with 1 in 3 fans listening to Asian pop music for more than 15 hours a week.

Wenona Lok, Asia Pop Promoter and Talent Buyer at Live Nation Australasia said, "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," said Lok. "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."

Kristy Rosser, Senior Vice President, Marketing & Client Services at Live Nation Entertainment concurs, “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.”

Click here to read the full findings.