Why Spotify is betting big on Korea's new listening culture

An ordinary stretch of street in Seoul's popular Seongsu-dong neighborhood was briefly transformed on Nov. 14. Past crowded cosmetic stores and the stream of office workers and students, a three-story building pulsed with music loud enough to spill onto the sidewalk. Inside was Spotify House Seoul, a pop-up venue where the streaming giant staged its largest offline event in Korea to date. The installation was more than a temporary attraction. Through interactive rooms, curated sound zones and exclusive artist collaborations, Spotify signaled a deeper intention — to embed itself in Korea's evolving music culture, not only as just a streaming service but as a creative partner. The company's return to Seoul with such an event is no coincidence. Korea has become a testing ground for how streaming services can embed themselves into daily life, especially when K-pop continues to push local listening habits toward global discovery. Spotify's presence here reflects that turning point, with the pop-up offering a clear look at how it hopes to become a familiar part of Korean music culture. FestivWeiter zum vollständigen Artikel bei Korea Times Weiter zum vollständigen Artikel bei Korea Times