‘K-Pop Daebak’ has long been the flagship playlist for K-Pop music on Spotify, growing to more than 3.5 million followers. Now it’s being rebranded to ‘K-Pop ON! (온)’ to capitalise on the fact that K-Pop streams are currently running at nearly 8bn a month on Spotify.
A promo video for the rebrand explains that “the new playlist name is a ‘double entendre’ – combining the Korean word ‘온’ meaning ‘100’, or ‘whole’, with the English word ‘on’ to display the action of ‘turning on’.”
It’s one of the less risqué double entendres we’ve heard, but anyway. Spotify offered some more growth stats as part of the relaunch. K-Pop streams have grown by 107% in the US since 2018, and 230% globally.
Meanwhile, in the last 90 days there have been more than 4.7 million searches for the term ‘K-Pop’ on the service.