As a major boost for K-pop enthusiasts, Spotify has launched its immersive K-Pop ON! Hub, an innovative platform designed to bring fans even closer, relating to their favorite music, idols, and milestones within a genre. Released last April in the Philippines, the hub reflects Spotify’s continued commitment to delivering personalized, culture-rich experiences for its users, particularly across Asia and the United States. It was launched in Indonesia in 2024 and has since expanded to more K-Pop fans globally.

With K-Pop ON! Hub as its core, it serves as a vibrant, one-stop destination where fans can dive deep into the pulsating world of K-Pop. From curated playlists to exclusive content and events, the hub enhances the fan experience of discovering and engaging with K-pop and its global community.

A new home for K-Pop fans

The space is now available to Spotify users across Indonesia, the Philippines, Thailand, Japan, South Korea, and the United States, the K-Pop ON! Hub is more than just a music category, rather, it’s a cultural center built around connection. The experience begins the moment a user taps into the hub via the Spotify app. From there, users are welcomed to the “Latest” tab, where a dynamic selection of content awaits.

Real-time connections with K-Pop stars

One of the standout features of the hub is the Spotify Listening Parties, where K-Pop artists host exclusive audio events for its premium users. These sessions can give fans that rare opportunity to hear their favorite artists introduce and promote their songs and interact in real-time through the chat option, turning every album drop or comeback be a better celebration.

In addition to live events, Spotify offers K-Pop ON! Video Podcasts featuring gameshow-style segments, artist interviews, and behind-the-scenes peeks that allow fans to explore the personalities behind the music. Whether it’s a light-hearted moment or a deep dive into an artist’s creative process, these videos bring a human touch to the genre’s global icons.

Celebrating fandom with achievement cards

For its Premium users, Spotify introduces digital Achievement Cards, which drop as surprise collectibles. These personalized cards are not only a fun way to celebrate a user’s streaming habits, but also a token of recognition for helping drive a group’s success on the platform. Shareable and limited-time, they’re a gamified twist to the fan experience that adds a sense of reward to a user’s everyday listening.

Tailored content for the Filipino fandom

Recognizing the passionate K-Pop community in the Philippines, Spotify also spotlights the K-Pop Today Philippines Playlist. It features a curated selection of viral tracks, trending songs, and beloved hits specifically loved by Filipino fans, keeping local tastes in sync with global trends.

Videos, clips, and global playlists

Beyond music, the hub hosts a dedicated Videos tab where fans can catch the latest in K-Pop music videos and more episodes from the K-Pop ON! Video Podcast. Short-form clips from K-Pop artists—ranging from personal messages to exclusive teasers—add a layer of spontaneity and surprise.

At the center of the experience is the K-Pop ON! Playlist, Spotify’s flagship K-Pop mix that rounds up the best and boldest tracks making global waves. It’s an essential feed for longtime stans and curious newcomers alike.

More than music

Ultimately, the K-Pop ON! Hub is a testament to how digital platforms like Spotify are reimagining fandom for the streaming era. By creating a space where listeners not only consume but also participate in the cultural fabric of K-pop, Spotify reinforces its role as a bridge between artists and audiences—one exclusive drop, video, or playlist at a time.

Whether you're tuning in from the K-Pop ON! Hub offers a front-row seat to the ever-evolving spectacle of K-pop.