Spotify committed to exporting K-culture, says APAC executive

Korea has emerged as a cultural powerhouse in recent years, and Spotify, the music streaming service, is dedicated to spreading K-culture worldwide, according to an executive from the company. Gautam Talwar, Spotify's general manager for the Asia-Pacific region, made these comments in an interview with Yonhap News Agency in Seoul on Wednesday.

Talwar highlighted Korea's role as a hub for creative expression, noting that it serves as the cultural nucleus for various artistic movements. These include entertainment, esports, and webtoons. He emphasized that Korea is "punching above its weight" in the global cultural landscape.

As a former executive at Disney, Talwar acknowledged K-pop's significant role in Spotify's history. In 2014, the company launched the first-ever playlist dedicated to the K-pop genre, which has since become a cornerstone of the platform. He explained that K-pop has not only facilitated the discovery of new artists and genres but has also paved the way for the emergence of other music movements.

Recent data from Spotify reveals a surge in K-rock streaming on the platform, with a 58% increase year-over-year in 2025. Additionally, the company reported a notable growth in the popularity of other genres, such as indie, rock, and electronic music. Talwar attributed this trend to the platform's commitment to promoting diverse musical styles and fostering a broader range of artistic expressions.