For decades, the Korean Wave—or Hallyu—has found fertile ground in the Philippines. K-pop concerts consistently sell out arenas, fanbases build cross-cultural communities online, and Korean exports—from beauty to television—are deeply embedded in Filipino pop culture. As the appetite for Korean entertainment continues to grow, so does the ambition of Filipino artists aiming to take part not as mere consumers, but as global contributors. The official entry of South Korea’s ABYSS Company into the Philippine market is a landmark move that signals a shift from admiration to collaboration.

Known for managing artists like Sunmi, Melomance, and Sandara Park, ABYSS Company’s expansion into the Philippines is more than just a business decision—it’s a statement of belief in the global potential of Filipino music. With plans to build a full-scale music label operation locally, ABYSS is investing in a vision where Filipino talent can access world-class support without leaving home—and where the next wave of global artists might very well come from Southeast Asia.

ABYSS Company’s Strategic Expansion

According to the official release, ABYSS will offer a comprehensive suite of services in the Philippines—including music production, concert promotion, and artist management—delivered in close coordination with its Seoul-based teams. At the heart of the announcement is ABYSS’s commitment to working with both rising and established Filipino artists, signaling a major push to spotlight local talent on a global stage.

By bringing the same world-class standards that propelled their K-pop acts to international success, ABYSS aims to equip Filipino artists with the resources, infrastructure, and industry access that have long been concentrated abroad.

“Our mission is to create the next wave of global music icons,” ABYSS stated. “We are committed to becoming the partner that not only supports artists domestically but propels them onto the world stage with the full force of our in-house capabilities and global networks.” It’s a move that formalizes the bridge between Manila and Seoul, one that is built on shared ambition.

Sandara Park: The Original Bridge Between Two Worlds

Few artists embody the Korea-Philippines connection more than Sandara Park. A beloved personality in Manila before becoming a K-pop superstar with 2NE1, Sandara’s career has long served as a cultural blueprint of what’s possible. Now part of ABYSS Company’s roster, her presence lends both credibility and emotional resonance to the company’s expansion into the Philippines.

Her dual identity as a Korean artist with deep Filipino roots makes her an ideal symbol for ABYSS’s mission: to cultivate global artists without asking them to sacrifice where they came from.

The Philippines as a Global Launchpad

Leading the Philippine expansion is Aldrin Cerrado, a veteran executive formerly with ABS-CBN, who brings a deep understanding of local market dynamics. With a new team set to launch integrated media campaigns and long-term development strategies, the initiative is structured for longevity, not mere visibility.

The company’s decision to establish roots here acknowledges the Philippines’ rich musical heritage and its proven potential within Southeast Asia. In doing so, ABYSS is helping shift the narrative: the Philippines is no longer a “market” for global music—it’s a breeding ground for the next generation of global stars in Southeast Asia and beyond.