Fans watch the K-Pop Masterz Ep. 2 concert at the Araneta Coliseum in Quezon City on September 23, 2022. Jonathan Cellona, ABS-CBN News/File

Filipinos remain among the most passionate listeners of South Korean pop music. In fact, the Philippines ranks among the top five countries with the highest number of K-pop streamers on Spotify, according to the platform.

As a treat for fans, Spotify has launched its K-pop ON! Hub in the Philippines—a one-stop destination for all things K-pop on the platform.

Named after Spotify’s flagship K-pop playlist, the hub serves as a one-stop destination for fans to discover new releases, curated playlists, and other exclusive content. It debuted in Indonesia in 2024 and has since rolled out in several key markets including Thailand, Japan, South Korea, and the United States.

Photo courtesy of Spotify

One of the hub’s key features is the Listening Party, a live audio event hosted by K-pop artists themselves. These sessions allow fans to stream music alongside their favorite idols in real time, with artists introducing their tracks and engaging directly with listeners through a chat function. 

The hub’s homepage also keeps fans updated on upcoming Listening Parties, displaying which artists are scheduled to host sessions.

The space also leads to the K-pop Today playlist, which features “a selection of K-pop songs popular in the Philippines” at the moment, often a mix of trending tracks and fan favorites among local listeners.

But the hub isn’t limited to audio experiences, as fans can also explore a range of video content. This includes the latest music videos from artists, providing another way to stay updated on the scene.

It also features short-form clips such as messages and teasers from K-pop artists.

For longer viewing, fans can tune in to the K-pop ON! Video Podcast, where artists take part in fun and engaging activities. In a recent episode, for instance, NCT’s Mark hosts a “house party” and introduces his debut solo album “The Firstfruit.”

READ: NCT’s Mark time travels in ‘1999’ MV for 1st solo album

The hub also rewards Premium users with “achievement cards,” which recognize how fans are supporting their favorite K-pop artists. These digital badges tag users as superfans, loyalists and more—based on their listening habits. This writer, for example, was labeled a “loyalist” of boy band ZEROBASEONE on April 1, after streaming the group’s music “every day for 11 days” in March.

READ: ZEROBASEONE basks in Pinoy fans’ love, energy

To access the feature, users simply need to open the Spotify app on their mobile devices, then search for and select the K-Pop ON! Hub tab.

In recent decades, South Korea has emerged as a cultural powerhouse, with products like TV dramas and pop music achieving global popularity—a phenomenon known as "Hallyu" or the Korean Wave.

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