The global impact of K-pop is not solely driven by the music and bands, but also by the crucial role played by fans worldwide. While the US, Japan, and the UK have traditionally been seen as the most important markets, the rise of digital platforms like TikTok and Instagram is shifting this dynamic, allowing Southeast Asian countries, particularly Thailand, to exert significant influence on the K-pop industry. Thailand's passionate fanbase and influential social media presence are making it a key player in K-pop's global expansion. A viral TikTok video by Thai influencer Alice Ratchadawan brought a relatively unknown South Korean indie band, Wave to Earth, into the international spotlight, illustrating the power of social media to expand the reach of K-pop. As a result, Wave to Earth saw a surge in Spotify monthly listeners, surpassing some of South Korea's most established artists. The head of communications at TikTok Korea emphasized the significant global influence of Southeast Asian creators in reproducing Korean content in their own unique style, with Thailand standing out as a prominent player in the K-pop industry. Thailand's centralized population and well-developed infrastructure, particularly in Bangkok, give it an edge over neighboring countries, making it especially effective in generating viral short-form videos on social media and highlighting its potential as a cultural hub in Asia.