Spotify’s K-Pop ON! Anniversary Campaign Showcases ENHYPEN, SHOWNU X HYUNGWON, and STAYC

Spotify has unveiled plans for commemorating the anniversary of K-Pop ON! (온), its renowned global K-Pop flagship playlist designed to provide fans with a platform to explore and enjoy the finest in the genre. In celebration of this significant milestone, the leading audio streaming subscription service will introduce an exclusive series of Spotify Singles featuring ENHYPEN, SHOWNU X HYUNGWON (of MONSTA X), and STAYC.

A tribute to our mutual love for K-Pop and the pioneering artists who ignited it.

Focused on the theme of “My First K-Pop Crush,” these Spotify K-Pop ON! (온) Singles feature renditions of songs by the senior artists who initially ignited their passion for K-Pop. It goes beyond acknowledging each fan’s journey into the genre, which began with that initial K-Pop artist who captivated them with their talent and style. It’s also an invitation for K-Pop enthusiasts worldwide to come together and celebrate their shared love for the genre and the artists who paved the way.

The Spotify Singles for the K-Pop ON! (온) First Crush campaign will be released exclusively on Spotify every two weeks, starting with ENHYPEN’s debut on February 16. SHOWNU X HYUNGWON’s Spotify K-Pop ON! (온) Single will follow on February 29, followed by STAYC’s release on March 15.

With each new release, listeners can anticipate a range of exclusive bonus content on Spotify’s K-Pop ON! (온) Video Podcast and YouTube channels. From performance footage to behind-the-scenes glimpses and more, Spotify will be granting fans access as they delve into the stories behind the performing artists’ First K-Pop Crushes, the significance of their song choices, and how the original artists influenced their journey in K-Pop.

“Beyond the celebration of our commitment to helping K-Pop travel the globe and connecting Korean artists with fans and new audiences, Spotify’s K-Pop ON! (온) First Crush campaign is also a powerful expression of how K-Pop touches lives, spreads positivity, and unites listeners regardless of where they are from or the language they speak. We couldn’t be more thrilled to be working with ENHYPEN, SHOWNU X HYUNGWON, and STAYC to bring the first-ever Spotify K-Pop ON! (온) Singles to the world, and kickstart the movement in celebrating the shared love for the genre.” Jungjoo Park, Korea Head of Music, Spotify

A decade in bringing K-Pop to the world

Spotify created its flagship playlist for K-Pop in 2014 as part of its attempts to increase discovery and introduce the genre to its worldwide audience. Since then, K-Pop is ON! (온) has been “saved” by over 5.3 million Spotify users globally and generated billions of streams for Korean artists, expanding the genre beyond geographical boundaries, languages, and cultures.

In fact, since 2015, the amount of yearly streams from the playlist has increased by 5647% globally. The Philippines is the playlist’s third largest market, following the United States and Indonesia in first and second place, respectively. Brazil, Mexico, India, Malaysia, Thailand, Japan, and Germany all reached the top ten list, demonstrating the global desire for K-Pop.

K-Pop ON! has not only become a major hub for fans to get together around a common love of the genre. (온) has also become one of the most essential sites for artists to get their music noticed and reach fans globally.

In 2023, Spotify expanded its K-Pop ON! (온) franchise launches K-Pop ON! () Video podcasts and YouTube channels. From game show programming to interviews, exclusive behind-the-scenes footage, and more, the channel connects fans with their favorite idols while providing the newest K-Pop music news.

The Spotify platform’s power, along with its explicit focus on driving music discovery, has spurred the tremendous acceleration of K-Pop streams. Since 2018, K-Pop streaming on Spotify has climbed by 182% in the United States, 423% in Southeast Asia, and 362% worldwide. Locally, K-Pop popularity has soared, with Spotify streams increasing by 343% between 2018 and 2023.

Once primarily loved inside a region, K-Pop’s top export markets on Spotify are now the US, the Philippines, Japan, Mexico, Indonesia, Thailand, India, Malaysia, Brazil, and Canada.