Spotify committed to exporting K-culture, says APAC executive

Korea has emerged as a dominant cultural force in recent years, and Spotify aims to expand the reach of Korean cultural expressions worldwide, according to Gautam Talwar, the Asia-Pacific (APAC) general manager of the music streaming giant. The executive shared these sentiments during an exclusive interview with Yonhap News Agency in Seoul.

Talwar emphasized that Korea serves as a hub for creative expression, stating that it is a "cultural force" in the region. He highlighted the country's influence across various domains, such as entertainment, esports, and webtoons. "Korea is punching above its weight," the ex-Disney executive remarked.

Talwar expressed Spotify's deep connection with K-pop, the country's most prominent musical export. He noted that the streaming platform made a strategic early investment in K-pop back in 2014 by launching the first-ever playlist dedicated to the genre. Since then, K-pop has played a pivotal role in introducing new artists and music genres to Spotify's global audience.

The executive explained that K-pop has opened doors for other musical movements to gain visibility on the platform. Spotify has witnessed a surge in K-rock streaming, with a remarkable 58 percent year-over-year growth in 2025, alongside a burgeoning interest in other genres like indie, rock, and electronic music.

According to Spotify, the popularity of K-rock on the platform experienced a significant 58 percent increase year-over-year in 2025, while the platform is also experiencing a growing interest in other musical genres such as indie, rock, and electronic music.