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Thai songs chase K-pop to become Asia's next big hit

Streaming revolution helps artists break into international markets

Thai band 4Mix is building up a global fan base and has performed songs in Spanish and Japanese. (Courtesy of the Royal Thai Embassy in Japan)

BANGKOK -- Nobody knows if a new pop song will be a hit, and they are lying if they say they do. That thought has been a constant in Thai pop idol Stamp's songwriting philosophy. What has changed, in the nearly two decades that Stamp has serenaded Thai fans, is the way songs become hits -- and how far they can reach.

"It's like a twilight zone," Stamp, 40, told Nikkei Asia, referring to the social media platforms TikTok and Instagram. When his song, "Nobody Knows," went viral on TikTok this year he was surprised to find it being used as background music for 60-second cooking videos.

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