Spotify expands plans for more k-pop collaborations after successful event

On August 17, 2025, Spotify and the K-pop group ENHYPEN hosted a successful event in Los Angeles, California, marking the conclusion of their MAISON ENHYPEN collaboration. This event followed their sold-out concert at BMO Stadium the previous night, and it was designed as an intimate experience for select ENGENEs, the fans of ENHYPEN. Unlike previous pop-up events in Asia that were open to the public, this Los Angeles event was exclusive and interactive, featuring a live Q&A session with all seven members of the group including Jungwon, Heeseung, Jay, Jake, Sunghoon, Sunoo, and Ni-ki, hosted by actor Justin H. Min. The group discussed various topics such as their world tour experiences, favorite fast foods, and engaged with fans in an entertaining way. The MAISON ENHYPEN campaign has proven to be a successful collaboration for Spotify, highlighted by an engaged audience and frequent visits at activations in Seoul, Jakarta, and Tokyo, alongside the packed event held in Los Angeles. Spotify's partnership with ENHYPEN, according to Leroy Harris, Spotify's Global Head of Music Marketing, reflects their strong position in the K-pop market due to the captivating performances by the group and the dedicated fanbase. He also emphasized that ENHYPEN’s themes of self-growth and connection resonate with many listeners. In the past 12 months, ENHYPEN's average monthly listeners in the U.S. have grown by an impressive 23%. Spotify’s efforts to engage K-pop artists resulted in a 65% total rise in K-pop streaming over the last five years. The increase mirrors the platform's focus on establishing deeper links between fans and their favorite artists across various genres. As Spotify aims to foster further collaborations within the K-pop genre, it seeks to provide fans with more unique and authentic experiences. This intention aligns with K-pop's rapid growth as a global phenomenon, with plans for future immersive experiences similar to the MAISON ENHYPEN campaign, emphasizing the service's commitment to connecting music lovers with artists they admire.