For over a decade, K-pop has dominated the global music scene. From BTS and BLACKPINK filling stadiums worldwide to NewJeans reshaping the sound of Gen Z, South Korea’s cultural export has stood unrivaled in both scale and influence. But according to Paul “Pooh” Lunt, founder and CEO of Popolo Music Group (PMG), the next seismic wave won’t come from Seoul—it will rise from Manila.
PMG is betting big on P-Pop (Philippine Pop) as the next global phenomenon, investing in infrastructure, training, and international collaborations that could enable Filipino artists to not only compete with K-Pop but also surpass it within the decade.
The Vision Behind PMG
Founded in the early 2020s, PMG is headquartered in Manila with satellite offices in Seoul, Los Angeles, Tokyo, Dubai, and Paris. Its mission is clear: to establish the Philippines as the next global hub of pop culture. Lunt, who built his fortune first in hospitality and real estate and later in music licensing, brings an outsider’s eye to an industry often resistant to disruption.
“What K-pop did was open the door,” Lunt says. “Now it’s time for the Philippines to walk through—and lead.”
The Training Ground for Global Stars
PMG has invested heavily in two state-of-the-art training centers in Manila and Cebu. Modeled on the intensity of South Korea’s idol system but with crucial modifications, the centers provide six-month immersive programs for singers, dancers, and performers.
The curriculum goes beyond technical training. Trainees are coached in resilience, wellness, financial literacy, and media skills—reflecting PMG’s philosophy of “attitude before talent.” For Lunt, vocal power and dance ability can be developed, but mindset and humility are what create sustainable careers.
“It’s not just about building stars,” he explains. “It’s about building people who can handle the weight of being global icons.”
AuditionKpop.com: Democratizing Access
PMG’s audition platforms—AuditionKpop.com and PMGaudition.com—have revolutionized the entry point for aspiring idols. By making the process fully digital, they have removed the financial and geographic barriers that long excluded many talented performers.
Currently, the platforms receive more than 300 submissions per week from over 50 countries, ranging from Manila to Madrid to Mexico City. Successful applicants move into PMG’s training pipeline, positioning the company as one of the most accessible—and scalable—talent incubators in the world.
Popolo Live: Building the Stage First
Unlike many labels that debut artists first and figure out touring later, PMG has flipped the script. Through its live entertainment division, Popolo Live, the company has already been co-promoting concerts across Europe, North America, and Asia, establishing circuits that its own artists will eventually use.
This approach ensures that when PMG’s acts debut in 2026, they’ll step directly onto a global stage that’s already waiting for them.
Collaborations That Matter
PMG’s strategy isn’t just about creating homegrown stars—it’s about pairing Filipino artists with global icons. The label has already pursued collaborations with Sarah Geronimo, SB19, and even Colombian superstar Shakira, signaling its intent to position P-Pop alongside international heavyweights.
Backed by powerful investors, Lunt envisions collaborations with established British, American, European, and even African groups. His dream is bold: to see international acts performing P-Pop songs, turning the genre into a shared cultural export. He pictures a future where merchandising, cross-border marketing, and cultural crossover make P-Pop not just a niche but a mainstream global product.
Why the Philippines?
For Lunt, the answer is simple. “The Philippines has the most talented individuals in Asia,” he says. “Filipinos are better singers, better dancers, better entertainers. What sets Korea apart is its infrastructure and dedication. That’s what we’re building.”
With a global diaspora of over 10 million Filipinos, the foundation is already in place. This network of natural ambassadors, combined with the Philippines’ multilingual versatility and deep storytelling culture, makes it uniquely suited to become the world’s next cultural epicenter.
The Road to 2030
PMG’s debut releases are slated for summer 2026, with 2027 expected to be a breakout year, featuring world tours and cross-continental collaborations. The company’s timeline is ambitious: by 2030, it aims for P-Pop to rival—and potentially eclipse—K-Pop on the global stage.
While skeptics point out the sheer scale of K-pop’s dominance, industry watchers are paying attention. By combining digital auditions, world-class training, strategic collaborations, and live infrastructure, PMG is creating a playbook unlike any other.
“Revolutions don’t happen overnight,” Lunt admits. “But the ingredients are here. The timing is right. And the world is ready.”
Conclusion
If K-pop defined the 2010s and 2020s, PMG is wagering that the 2030s will belong to P-pop. With infrastructure in place, investors backing its vision, and a leader willing to bet big, Paul “Pooh” Lunt and Popolo Music Group are positioning the Philippines as the next global pop powerhouse.
And if Lunt’s track record is any indication, it would be unwise to bet against him.
