Strictly Business How Kpop is Widening the Funnel for an Asian Music Boom
Mar 13, 2026
Robert Steiner, music analyst and author of Luminate’s report on Asia’s music rise. He explores K-pop’s global image, why 2026 could be pivotal with BTS and multimedia tie-ins, tensions around K-pop’s identity as it globalizes, and how Japan, India, and China are carving distinct paths in music and fandom.
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How Streaming Turned K-pop Global
- K-pop's global rise was driven by streaming platforms amplifying locally popular artists into international playlists and algorithms.
- Robert Steiner traces K-pop's virality to streaming adoption that preserved local listening habits while surfacing stars globally.
BTS Will Re-Energize The K-pop Market
- BTS's reunion and 2026 releases are poised to accelerate K-pop's global impact through massive tours, a Netflix documentary, and sold-out stadium runs.
- Steiner notes BTS's sustained fandom after military service and cites streaming, live shows, and Netflix as amplifiers.
K-pop's Identity Crossroads
- K-pop faces an identity crossroads between system-led globalization and outsider projects that reclaim Korean-rooted aesthetics.
- Steiner contrasts agency-built global groups like HYBE's Cat's Eye with K-pop Demon Hunters' outsider, Korea-rooted hit.