Interview with Frank Kang, Associate Partner at Antler: Malaysia

Korean content and entertainment startups are being urged to treat Southeast Asia as a primary growth engine rather than a peripheral market. Success hinges on deep localisation that goes beyond subtitles, requiring partnerships with local “co‑pilots” that can navigate fragmented linguistic, regulatory and payment landscapes in cities such as Jakarta, Manila and Bangkok. By embedding region‑specific monetisation schemes—micro‑transactions, live‑commerce, and hybrid free‑plus‑premium models—companies can align with the mobile‑wallet‑driven habits of Southeast Asian fans and convert grassroots enthusiasm into sustainable revenue streams.

The region’s fandom operates as a decentralized, grassroots network where fans act as unpaid marketers, driving earnings through digital stickers, low‑priced concert tickets and other micro‑purchases that often outpace traditional subscription revenues seen in Korea or Japan. Promising niches include short‑form video, webtoons and IP‑centric ecosystems, mobile‑first games, and live‑commerce platforms, all of which benefit from early community testing and strong local alliances. Trust capital built by global Korean acts such as BTS and BLACKPINK demonstrates the willingness of Southeast Asian audiences to pay for authentic, culturally resonant experiences.

Investors now demand proven revenue traction and genuine localisation before committing capital, and scalable startups are expected to adopt modular, locally adapted business models. Exits are likely to occur through mergers and acquisitions rather than public listings, underscoring the strategic importance of establishing a resilient foothold in Southeast Asia as a launchpad for broader global expansion.