Home to now global trends
Creators and artists in APAC have been shaping culture globally, creating and inspiring new trends and fresh takes on content.
Just to name a few:
Mukbang
, a trend that started in Korea, literally translates to ‘eating broadcast.’ It was originally about creators consuming culinary delicacies, but has evolved in more creative and innovative formats, including
cooking & mukbang
,
animation mukbang
,
one-color mukbang
and many more! Now we see
all kinds
of creators publishing mukbang videos to be a part of the trend.
Virtual creators
use virtual avatars generated by computer graphics to engage with their audiences. After the style was popularized by creators like
Kizuna AI
, the trend began to expand internationally, with English-speaking virtual creators like
Gawr Gura
reaching global audiences.
Village Cooking
is a genre of cooking content that has emerged from villages of India. Known for its
use of traditional recipes, large dishes and free serving to the community children and elders
, this type of video has been thriving on YouTube, helping us learn about local culture, food and customs.
Of course, it’s impossible to discuss Asian cultural influences without mentioning
K-Pop
, a music genre that YouTube has been a home for since its early days. From hosting
a K-Pop concert in the US
in 2012 to
partnering with artists and labels
to help broaden the reach of K-Pop, YouTube has been dedicated to supporting our partners to grow and go global. In fact, the
first YouTube video
to hit 1 billion views was the iconic K-Pop song, “Gangnam Style”! Not to mention, 9 out of
top 10 24 hour debut music videos
, and two out of three
most subscribed official artist channels
, belong to K-Pop groups.
Lastly, we’ve seen a new style of vlogging emerge from APAC with
Silent Vlogging
, where creators make less self-focused vlog content
without talking to the camera and often without showing their physical appearance
. Silent Vlogging focuses on
routine, daily activities
, where creators, who choose to remain anonymous, subtly seed the message of embracing the ordinary aspects of life, usually through stunning aesthetics.
APAC creators’ creativity and tenacity, coupled with Asia’s position at the heart of the evolving mobile internet, led to the growth of not only these now global trends, but also the creator economy we now see in APAC.