Seoul: South Korea has become a cultural force for many movements today, and Spotify is committed to exporting K-culture globally, an executive from the music streaming platform said. Gautam Talwar, the general manager for Asia-Pacific (APAC) at Spotify, made the remarks in an exclusive interview with Yonhap News Agency in Seoul on Wednesday.
According to Yonhap News Agency, Talwar emphasized Korea's role as a cultural powerhouse, highlighting its influence in entertainment, esports, and webtoons. He noted that Korea is "punching above its weight" in these areas. Talwar, a former Disney executive, underscored K-pop's significance in Spotify's history, pointing out that the platform was an early investor in the genre. Spotify first introduced a dedicated K-pop playlist in 2014, which has since become a cornerstone for the genre on the platform.
K-pop has acted as a gateway for discovering new artists and genres, Talwar explained, leading to a surge in music movements such as indie, rock, and electronic music. In 2026, K-rock streaming on Spotify saw a 58 percent increase, while K-indie streaming rose by 68 percent in 2025. Global listeners discovered Korean artists' music over 2 billion times, and royalties generated by Korean-language music grew by 25 percent year-on-year. Notably, 92 percent of royalties from Korean artists came from outside South Korea.
When discussing Spotify's future focus in South Korea, Talwar highlighted the importance of creating "physical opportunities" to connect artists and fans. He noted that in today's digital age, fans are seeking human connection and shared experiences, which Spotify aims to facilitate. One such initiative is the Spotify House, a pop-up venue in Seoul offering live performances and interactive activities from Thursday to Sunday.
Spotify is also committed to expanding its influence in the local music industry and assisting in elevating the profile of Korean music. The company has established "culture-forward" partnerships with local firms, such as its collaboration with Naver Corp. last year, integrating its music and podcasts into the South Korean portal giant's digital ecosystem.
Since launching in South Korea in 2021, Spotify has become the country's second most-used music streaming app, boasting 6.22 million users as of June, second only to YouTube Music, which has 9.49 million users. Globally, Spotify recorded 777 million monthly active users and 300 million subscribers last year.