Asian pop music—particularly K-Pop, J-Pop, C-Pop, and T-Pop—has gained a massive global following over the past two decades. Although countries like the U.S., Japan, China, and South Korea are known as major hubs for these genres, other dedicated fanbases might surprise both artists and industry insiders. From Africa to the Middle East, Asian pop music has cultivated passionate communities that could soon become prime locations for concerts, fan meetings, and official promotions.
IN2IT band in Delhi, India in 2018
India: A Massive Yet Underrated Market
India has one of the largest K-Pop and J-Pop fanbases worldwide, yet the market remains largely untapped for official events. India’s K-Pop fanbase skyrocketed after BTS’s popularity surged in 2018, followed by other groups like SEVENTEEN. Cities like Delhi have hotspots for fan clubs, Korean cultural centers, and K-Pop dance competitions. Indian fans have consistently contributed to multiple successful album sales and streaming records. Nonetheless, only a few K-Pop artists, such as AleXa and IN2IT band, have had performances in India. With such a massive active fanbase, India presents an enormous opportunity for concerts, fan meetings, and official promotions.
BTS band in Saudi Arabia in 2018
Dubai & The Middle East: A Hidden Powerhouse for K-Pop
Dubai has quickly become a significant hub for K-Pop in the Middle East. The UAE has held some K-Pop concerts, including events EXO. The city’s high purchasing power and global appeal make it a lucrative market for Asian pop artists. Saudi Arabia also boasts of growing K-Pop communities confirmed by the successful 2019 BTS band’s concert with a sold-out stadium.
A poster for a fan meeting, Nigeria
Africa: The Next Big K-Pop Hub?
Africa has emerged as a rapidly growing hotspot for K-Pop and other Asian pop genres. Countries like Nigeria, Kenya, South Africa, and Ghana have active fanbases that organize dance cover groups, streaming parties, and online communities. BTS, BLACKPINK, EXO, and Stray Kids are among the most-followed K-Pop groups on social media platforms in Africa.
G(I)DLE at KPOP NATION festival in Poland
Other Unexpected Countries with Strong Asian Pop Fandoms
Poland is also a Rising Hub in Eastern Europe that has quietly built a dedicated K-Pop fanbase, with groups like BTS, BLACKPINK, and NCT enjoying immense popularity. Poland’s KPOP NATION community had a successful K-pop festival in 2023. THE BOYZ, MONSTER, G(I)DLE, and SF9 are some of the groups that performed during the festival. GHOST9 band is also scheduled to perform in Warsaw. Poland in March 2025 for the SHOW[K]ASE TOUR: THE NEW MIDNIGHT tour.
Kazakhstan’s Ninety One band
Kazakhstan’s love for K-Pop has also grown exponentially, with a significant number of fans following Korean music, dramas, and culture. The country has its growing pop scene influenced by K-Pop, including K-Pop-inspired bands like Ninety One band.
Bling One band, All-Peruvian K-Pop band
Peru is another Latin American Underdog for the K-Pop & J-Pop genre. Peru has built strong K-Pop and J-Pop communities. The communities have events, fan clubs, and tribute concerts that have consistently drawn large crowds, showcasing the demand for official performances. Bling One all-Peruvian members K-pop group and Peruvian singer Lenin Tamayo, who blends K-pop beats with Andean instruments and sounds, also attest to the growing popularity of K-Pop in Peru
Why Artists Should Take Notice
With the rapidly growing fanbases in such unexpected locations, it’s time for K-Pop, J-Pop, C-Pop, and T-Pop artists to consider expanding their outreach strategies. The passion and digital activism of these fans confirm that Asian pop is more than a regional phenomenon. These markets represent untapped potential that could redefine global pop culture’s future. For artists looking to make history, now would be the time to explore new territories and connect with fans in places they never imagined possible.
—-Karen Mwenda
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