Filipino boy band SB19's world tour blazes a trail for P-pop's (Pinoy pop) global popularity. As geographical boundaries fade in pop culture, people are looking for content and experiences outside their home countries, enthusiastically discovering new cultures and places.

Entertainment company Hybe used voice AI to launch artist Midnatt simultaneously in six languages. While AI in the music industry is leading to concerns around ownership and authenticity, this shows the potential voice synthesis tools have in giving both artists and fans new music experiences.

Using K-pop stardom as a launchpad, Chinese singer Jackson Wang is on a quest to conquer the West with his multicultural approach to artistry. As China takes a leaf out of the K-pop book to bolster its soft power, a new league of celebrities like Wang are taking centre stage in pop culture.

Having entered its fourth generation, non-traditional and subversive stars are emerging in K-pop that speak to the industry’s rising global prominence. But how are these new idols paving the way for the future and reflecting the shifting attitudes of Korean culture and K-pop fans everywhere?