The K-Pop industry has witnessed the debut of more idols originating from other Southeast Asian countries in recent years. Either big entertainment companies or small agencies have their eyes on recruiting aspiring artists from Thailand, Indonesia, the Philippines, and others.
But why has the K-Pop scene, which initially relied on China's market, shifted its focus toward Southeast Asia? Does it have something to do with dedicated fandoms from those countries? Or are there deeper industry strategies at play?
This article will tackle what drives K-Pop companies to embrace talent from Korea's neighboring countries.
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K-Pop Depending on China’s Market
In the early years of K-Pop, the industry focused on China as the major target market because of its size and potential. However, this has changed over time.
In the 2000s to 2010s, entertainment agencies actively recruited Chinese idols to establish a solid presence in China. For instance, SM Entertainment debuted Han Geng and Henry Lau with SUPER JUNIOR (2005, 2008), Victoria with f(x) (2009), and Luhan, Tao, Lay, and Kris with EXO (2012). The company even launched Chinese sub-units of SUPER JUNIOR and EXO, called SUPER JUNIOR-M and EXO-M, respectively. The “M” in the names stands for Mandarin, the official dialect of China.
Victoria Official Instagram
SM Entertainment continued this strategy through the launch of NCT and its sub-groups. In 2016, the company debuted WinWin with NCT 127, and Renjun and Chenle with NCT DREAM. Other Chinese NCT members include Kun, Xiaojun, and Lucas (former). Ten and Yang Yang are Thai and Taiwanese, respectively, but they are both of Chinese descent. Hendery is also ethnically Chinese, being born in Macau.
WayV Official Facebook
JYP Entertainment also included Chinese members in its idol groups. Fei was part of miss A (2010), while Jackson Wang debuted with GOT7 (2014).
PLEDIS Entertainment also targeted China's market, introducing Jun and Minghao (The8) as Chinese members of SEVENTEEN in 2015. Meanwhile, CUBE Entertainment included Yan An in PENTAGON (2016) and Yuqi in (G)I-DLE (2018). While (G)I-DLE’s Shuhua is Taiwanese, she is of Chinese descent on his father's side.
(G)I-DLE Official Facebook
In 2016, Starship Entertainment and Yue Hua Entertainment jointly debuted WJSN with three Chinese members: Cheng Xiao, Meiqi, and Xuanyi. Three years later, Yue Hua solely launched EVERGLOW with Yiren as the only Chinese member.
China Implements Hallyu Ban
While K-Pop companies continuously incorporate Chinese members in their idol groups, China unfortunately implemented a Hallyu ban in 2016 and remains in effect to the present. The ban came after Korea deployed the THAAD missile defense system, disrupting K-Pop's expansion plans in the country.
Jackson Wang Official Instagram
Due to this prohibition, promotions for K-Pop artists became difficult since there are strict media regulations in China. Companies also saw a decline in sales since K-Pop Chinese fans are unable to invest in albums or merchandise of their favorite idols.
Cheng Xiao Official Instagram
The Hallyu ban is also seen as one of the reasons—besides companies’ mismanagement—why some K-Pop Chinese artists decided to leave their group and company. Since they are unable to promote in their home country as part of a K-Pop group, they opted to leave and carry out activities as a soloist.
As a result, agencies became wary of investing heavily in Chinese trainees due to these early departures.
K-Pop Gradually Debuting Southeast Asian Idols, Especially from Thailand
South Korean entertainment companies have gradually included Southeast Asian members in their idol groups. The earliest ones were mostly from Thailand, and all of them became renowned worldwide.
Some of the notable Thai K-Pop artists include the following:
Nichkhun (Nichkhun Buck Horvejkul) of 2PM
Nichkhun Official Instagram
Hailing from Thailand, Nichkhun debuted under JYP Entertainment as a member of 2PM in 2008. He was born in the United States but raised in Thailand and became one of the first Thai idols to be part of a major K-Pop group. His success paved the way for more Thai idols in the K-Pop industry.
BamBam (Kunpimook Bhuwakul) of GOT7
BamBam Official Instagram
Also from Thailand, BamBam debuted with GOT7 in 2014 under JYP Entertainment. He has gained recognition for his rap skills and charismatic stage presence. Over the years, he has shown his musical growth, participating in the production of his and GOT7’s music. He has been credited as a composer, lyricist, producer, and mixing engineer.
Lisa (Lalisa Manoban) of BLACKPINK: One of the First Female Southeast Asian K-Pop Idols
Blackpink Lisa Official Instagram
Lisa debuted with BLACKPINK in 2016 under YG Entertainment. She was the first Thai to become an idol under the K-Pop giant. Since then, she has become one of the most recognizable K-Pop idols globally, known for her exceptional dance skills and rap performances.
Minnie (Nicha Yontararak) of (G)I-DLE
(G)I-DLE Official Facebook
Minnie debuted with (G)I-DLE in 2018 under Cube Entertainment. She serves as the group's main vocalist, contributing significantly to their unique sound. In January 2025, she made her solo debut, becoming the fourth member of the group to do so, following SoYeon, Yuqi, and MiYeon.
Sorn (Chonnasorn Sajakul)
Sorn Official Facebook
Sorn debuted with CLC in 2015 under CUBE Entertainment. She left the group and company in 2021 and has since pursued solo activities. She remains a prominent figure in the K-Pop scene.
Ten (Chittaphon Leechaiyapornkul) of NCT
Ten Official Instagram
Ten is also a world-renowned Thai K-Pop idol. He debuted several times, starting with NCT U in 2016, and WayV and SuperM in 2019. He is a versatile dancer and singer under SM Entertainment.
K-Pop Debuting More Idols From Other Southeast Asian Countries
The growing trend of incorporating talent from Southeast Asian regions continued in recent years. This strategic effort not only broadens the groups' appeal but also strengthens cultural ties between South Korea and its neighboring nations.
Here are some of the popular Southeast Asian idols in Korea:
Dita of SECRET NUMBER
Dita Official Instagram
Dita (Anak Agung Ayu Puspa Aditya Karang) is an Indonesian member of the girl group SECRET NUMBER, which debuted in May 2020 under Vine Entertainment. She is known for being the first fully Indonesian idol to debut in a K-Pop group. Before her debut, Dita trained in dance at the American Musical and Dramatic Academy (AMDA) in New York. Her success has paved the way for more Indonesian representation in the K-Pop industry.
HanBin of TEMPEST
TEMPEST Official Instagram
HanBin (Ngô Ngọc Hưng) is also a good example of Southeast Asian idols in the K-Pop scene. He is from Vietnam and a member of the boy group TEMPEST, which debuted in March 2022 under Yue Hua Entertainment. He gained attention as a contestant on “I-LAND” (2020), a survival show that formed the boy group ENHYPEN. Despite not making it into the final lineup, he built a strong fanbase and later joined Yue Hua.
Hanbin is one of the first Vietnamese idols in K-Pop, helping increase representation for Vietnamese fans in the industry.
Chanty of LAPILLUS: One of the First Southeast Asian Idols Under MLD
LAPILLUS Official Instagram
Chanty (Maria Chantal Videla) debuted as a K-Pop idol in June 2022 under MLD Entertainment. Before her debut in South Korea, she was an actress in the Philippines. She later trained under MLD and was introduced as a member of LAPILLUS, making her one of the first Filipino-Argentinian idols in K-Pop.
Natty of KISS OF LIFE
KISS OF LIFE Official Instagram
Natty (Anatchaya Suputhipong) is a Thai K-Pop artist who has a long history in the Korean entertainment industry. She is a member of the girl group KISS OF LIFE, which debuted in 2023 under S2 Entertainment.
Before debuting in KISS OF LIFE, Natty competed in survival shows “SIXTEEN” (2015) and “Idol School” (2017). She also made her solo debut under Swing Entertainment in 2020 with the song "Nineteen.”
Elisia and Gehlee of UNIS
Formed through the SBS reality show “Universe Ticket,” UNIS is an eight-member girl group under F&F Entertainment. They debuted on March 27, 2024, with the mini album “We UNIS.” The group's lineup includes Elisia and Gehlee, who are both from the Philippines. Notably, Elisia finished in first place in the survival show.
Chiquita and Pharita of BABYMONSTER
YG Entertainment also has new Southeast Asian K-Pop idols: Pharita and Chiquita. These two are part of the company's first girl group in eight years, BABYMONSTER, which debuted on April 1, 2024. Interestingly, Chiquita joined the “Babymonster Project”—an initiative to form a new girl group called BABYMONSTER—just after three months of training.
Sophia Laforteza of KATSEYE
KATSEYE Official Instagram
After finishing in first place in the Korean survival show “Dream Academy,” Sophia earned a spot in the debut lineup of the global girl group, KATSEYE, which HYBE and Geffen Records jointly manage. The group debuted on June 28, 2024, with the extended play “SIS (Soft Is Strong),” with Sophia as the leader. Notably, Sophia hails from the Philippines, adding to the increasing Southeast Asian presence in K-Pop.
Carmen of Hearts2Hearts
Hearts2Hearts Official Instagram
SM Entertainment also has a new addition to its lineup of Southeast Asian K-Pop idols. Carmen (Nyoman Ayu Carmenita) debuted as the Indonesian member of the agency's first girl group in five years since aespa, HEARTS2HEARTS. She is the first Indonesian idol to debut under SM Entertainment. The eight-member group released their first single album “The Chase” on Feb. 24, 2025.
HORI7ON
HORI7ON Official Instagram
HORI7ON was formed through a Philippines-Korea collaborative survival audition program called "Dream Maker.” MLD Entertainment, the home of LAPILLUS, manages the group, which debuted in South Korea in July 2023. They are the first all-Filipino boy band to do so. The group consists of seven members: Vinci, Kim, Kyler, Reyster, Winston, Jeromy, and Marcus.
While they have Filipino members, their music and promotions are primarily focused on the Korean market, and they sing both in Korean and English.
JL of A.H.O.F
AHOF Official Instagram
While JL (Jay Lawrence Gaspar) has yet to make his debut in the K-Pop industry, he is already joining the ranks of Southeast Asian idols making a name in South Korea. He is a Filipino K-Pop idol set to debut with A.H.O.F under F&F Entertainment (home to UNIS) sometime this year.
A.H.O.F (All-time Hall of Famer) was formed through the SBS survival show “Universe League,” a spin-off of “Universe Ticket.” He gained recognition for his impressive vocals and charm in the program, where he ranked first. Before joining “Universe League,” he was carrying out activities in the Philippines as part of the P-pop boy group PLUUS.
Driving Factors Behind the Trend of K-Pop Companies Debuting Southeast Asian Idols
The increasing debut of Southeast Asian idols in the K-Pop industry can be attributed to several factors:
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