Can Superfans Turn Thailand's T-Pop into the Next K-Pop?

When Thai group BUS, short for because of you i shine, launched its first Asian fan-con tour, it wasn't just a milestone for the band but a massive signal for Thai pop. And this signal indicates that the genre as well as the industry itself may soon receive popularity. T-pop, which is mostly popular in its home country, is being increasingly heard across Southeast Asia, and currently the genre is evolving from a regional buzz to something like a proper export industry.

How Do Superfans Power Thailand's Growing T-Pop Industry?

The economic structure behind that pivot is more interesting than the music charts. As per Siam Commercial Bank Economic Intelligence Center (SCB EIC), total revenue among T-pop labels is expected to reach 11 billion baht (~ $337 million USD) in 2026. That figure again is projected to climb to 13B baht (~ $399M) by 2029, depicting an average annual growth of roughly 5.8%. According to The Nation, this money is not coming from streaming royalties alone, because at 0.01–0.36 baht ($0.00031–$0.011) per play, streaming revenue remains thin.

This raises an important fundamental question regarding the survival of T-pop groups and their financial viability. And, the answer to it lies in the concentrated economic power of their superfans. MIDiA Research data cited by SCB EIC revealed that although these superfans make up just 1.9% of an artist's listener base, they can drive up to 42% of artist revenue, via concert tickets, albums, photo books, fan meetings, merchandise, and direct funding. An SCB EIC consumer survey further reinforced the point, highlighting that 86% of fans actively support artists and spend repeatedly across those same categories.

That loyalty compounds into large T-pop concerts held around Thailand, whose number grew from 37 in 2024 to 51 in 2025. Notably, over 30 T-pop performances have already been staged in the first half of 2026 alone. When fans gather, its effects are felt by multiple entities apart from any record labels: venues, hotels, airlines, restaurants, ticketing platforms, and retailers all collect a share. Brands have also started to notice T-pop’s popularity as 84% of fans, per SCB EIC's survey, buy products or services advertised by artists they follow, making artist presenters valuable commercial partners with actual sales leverage.

Digital Streaming & Content Accelerates T-Pop's Global Reach

Digital reach has been further accelerating T-pop’s rise. Reportedly, Thai songs' share of domestic streaming increased from 35% in 2021 to 50% in 2024, as reported by The Nation. Additionally, Spotify's RADAR Thailand playlist recorded over twofold increase in Thai song streams between 2023 and 2024, accompanied by a listener base including the United States, Indonesia, the Philippines, Malaysia, Singapore and Australia. The streaming platforms, social media virality, better production standards and the popularity of Thai Boys' Love and Girls' Love series, have all routinely fed T-pop's growth over the past few years. Notably, Gen Z is leading the T-pop consumption with 81%, revealed SCB EIC, showcasing that the young people are open to listening to something fresh.

Amidst this rising popularity, the genre has already begun taking baby steps towards their international ambitions. Thai artists have recently performed at Coachella and Summer Sonic. Also, Rapper MILLI received wider global recognition after joining South Korea's Show Me The Money. Plus, Thai labels are now pursuing co-production deals and overseas distribution partnerships to route into new markets. The GMM Music and Tencent deal exemplifies this significant strategic move, where the Chinese company took a 10% stake via cash and a minority position in JOOX Thailand. This, in turn, valued GMM Music at $700M while opening a direct corridor into China.

Can Thailand Turn T-Pop Into a Global Industry?

The government is simultaneously leaning into backing the industry. Thailand's Creative Economy Agency, under its PUSH & PULL strategy, has been trying to place Thai artists on global stages to draw massive festival organisers to Bangkok. The project is anticipated to support over 70 performances by 48 Thai artists at 46 international festivals, with a projected global audience of 34.9M.

However, the path is not without its complications. With K-pop as the benchmark competitor, with better capitalization, larger international management networks and fanbases of extraordinary purchasing power, T-pop falls a little short of the global success it deserves. Notably, SCB EIC highlighted Thailand's structural gaps which include a shortage of internationally experienced A&R managers, music-business specialists, and copyright professionals, alongside limited access to capital for smaller labels and independent artists. The country is also struggling with a financial system that does not treat music copyrights as viable collateral at the moment.

According to SCB EIC, to accelerate T-pop's global trajectory, a robust national music-industry strategy, stronger financial and tax support, a more interlinked domestic ecosystem, and robust copyright and IP management, are required. The industry clearly has the foundational elements of modern entertainment like a core fan base, a strong digital footprint, and the fast-moving leverage of the growing concert economy. Nevertheless, for Thailand, the task now is to build the structural framework that converts this “likeness” into something that is enduring.