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The Next Level of K-POP:
Talented and Charming ASEAN Artists to Succeed the Korean WaveBy Kim Si-eun, CEO of ASEAN Lab

Led by BTS, the popularity of K-pop is sweeping across the world, and the wave is particularly strong in the ASEAN countries. On the other hand, how much do Koreans know about music from ASEAN? Here are some promising ASEAN artists who deserve recognition.

Thailand is perhaps one of the most familiar members of ASEAN to Koreans. Not only is it a popular travel destination, but it is also home to a growing list of K-pop idols, including 2PM’s Nichkhun, Black Pink’s Lisa, GOT7’s BamBam, and (G)I-DLE’s Minnie. Thai people are amazingly talented and boast a very trendy broadcasting and entertainment industry.

In particular a rapper that recently rose to fame, is the one to watch. Born in 2002, she captivated the public with her skills as well as with her lovely and confident personality when she appeared in The Rapper 2, a rap contest in 2019. She may be familiar to Koreans following her collaboration with Stray Kids member Changbin on the single “Mirror Mirror,” released last October.Among ASEAN users of Spotify, the global music streaming service, Korean and American artists, including BTS, usually comprise the top 10. However, in the case of Indonesia, domestic artists occupya significant portion of the charts. It demonstrates the strength of the indigenous music industry. In 2020 and 2021, two male artists made it to Indonesians’ Top 10. Their names are Pamungkas (No. 2) and Tulus (No. 7).

Pamungkas is an all-rounder who sings, writes lyrics, composes, arranges music, and plays the keyboard and guitar. In his music video for “Closure,” released last year, he is busy singing, performing, and even offering fan service. Tulus has a more down-to-earth style with strong lyrics and indie elements. Since I personally like soothing music, his music captured my ears.Among female singers, Raisa and Isyana Sarasvati stand out. Raisa has outstanding vocals that anyone would love. In contrast, Isyana Sarasvati has a unique musical element to her singing, as expected from someone who has been active as an opera singer and classical musician in Singapore before becoming a pop musician.

-Continued in the next issue-