How P-Pop is Powering the Philippine Economy: The Rise of SB19, BINI, and the Billion-Peso Industry

By Rowella Michaels | June 10, 2025

"Walking taho street vendors in the Philippines 07" by R. A. Syvelster is in the public domain via CC0 1.0.

In recent years, P-Pop (Pinoy Pop) has exploded onto the global stage, igniting a cultural movement that’s not only redefining Filipino music but also contributing significantly to the country's economy. Since the breakout success of SB19 in 2018, followed by the rise of girl group BINI, the P-Pop industry has evolved into a multi-billion-peso engine of growth. From sold-out concerts at the Philippine Arena to 1 billion Spotify streams, this modern wave of OPM (Original Pilipino Music) is now fueling economic activity across music, media, tourism, and brand endorsements.

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Pre-2018 vs. Post-2018: P-Pop’s Economic Evolution

Before 2018, the Philippine music industry was largely local in reach and limited in global influence. Concerts were smaller in scale, and exports of Filipino music remained niche. But since SB19’s debut in late 2018, P-Pop has ushered in a new era of idol groups, polished performances, and international chart presence.

As of 2024, the Philippine creative economy contributes around PHP 1.94 trillion to GDP and supports 7.51 million jobs, with P-Pop emerging as a leading force within this sector. 

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Direct Economic Contributions of P-Pop

1. Concert Revenue

• SB19 held the highest number of concerts in a single tour cycle with their record-breaking PAGTATAG! World Tour, which spanned 18 shows accross five countries. The tour concluded in 2024 with multiple sold-out performances, including two finale concerts at the Smart Araneta Coliseum that sold out in under four hours. Their consistent sell-outs of concert venues from 2019 to 2024 highlight their massive domestic draw. These performances are estimated to have contributed over PHP 900 million in direct ticket sales and the equivalent value from major brand-sponsored events, not including merchandising and auxiliary services. 

  

  Photo by Aprienne JC license under  CC BY 2.0, via wikimedia commons

  
  

• In 2025, SB19 made even greater economic waves with their two-day sold-out concert at the 55,000-capacity Philippine Arena for their Simula at Wakas comeback. With .over 100,000 attendees across both days, the event likely generated PHP 800–900 million in revenue from ticketing, local tourism, transportation, and merchandise.

  

  Photo by I Love Angel Milk, license under CC BY 3.0 via wikimedia commons

• BINI headlined a major solo concert at the Philippine Arena on February 15, 2025, as part of their BINIverse World Tour. The event marks a significant milestone as they became the first Filipino girl group to headline the 55,000-capacity venue. The concert is projected to have generated PHP 200–350 million in revenue from ticket sales and sponsorships.

2. Streaming & Digital Sales

   • BINI became the first P-Pop group to reach 1 billion Spotify streams in 2025.
   • SB19’s 2025 EP Simula at Wakas debuted at #4 on the UK Album Downloads Chart and gathered over 50 million streams in just weeks. 

3. Merchandise & Brand Endorsements

   • SB19 has collaborated with major brands including Pizza Hut, GCash, Dunkin', and McDonald’s, helping to amplify both local business and their personal brand reach.
   • BINI is endorsed by Jollibee, Sunsilk, Angel’s Milk, CDO, and others, further boosting revenue through promotional campaigns and consumer engagement.
   • Merchandise, lightsticks, albums, and fan kits contribute significantly to revenue, often selling out in hours and generating millions monthly.

4. International Revenue

• Both SB19 and BINI have conducted international tours across the U.S., Middle East, and and other parts of Asia, positioning Filipino music as a viable export and attracting foreign exchange revenue.
• Chart performances abroad help accumulate international royalties while enhancing national prestige.

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Indirect Economic Contributions

• Job Creation & Industry Growth

  • P-Pop sustains thousands of jobs in event management, production, styling, choreography, videography, content creation, and more.
  • The rise of idol training academies, music production companies, and fan-oriented platforms has created new career paths in entertainment and digital industries.

• Tourism

  • Major concerts, especially in Metro Manila, draw thousands of fans from across the Philippines and abroad, boosting hotels, transportation services, restaurants, and local attractions.
  • P-Pop acts frequently highlight Filipino culture, heritage, and landmarks, promoting tourism on a global scale.

• Soft Power and Global Branding

• P-Pop success stories bolster the country’s cultural reputation abroad, much like K-pop has done for South Korea.
• With consistent global engagement, P-Pop is elevating Filipino culture in international media, policy, and business spheres.

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Top P-Pop Groups and their Economic Impact (2025)

1. SB19 – With historic Philippine Arena concerts, international tours, brand partnerships, and record-breaking music releases, SB19 leads the industry in economic influence. 
2. BINI – The group has set new standards in streaming, headlined large-scale concerts, and attracted major commercial partnerships, helping usher in a new generation of female idol power.
3. BGYO – Continues to maintain strong digital numbers and public engagement, especially among youth demographics.
4. MNL48, ALAMAT, VXON – These acts are steadily growing their fanbases and contribute meaningfully to the diversification and depth of the P-Pop ecosystem.

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The Future of P-Pop in the Economy

With the continued rise of acts like SB19 and BINI, P-Pop is not just a genre—it's an economic movement. As international fanbases grow and brand partnerships deepen, the genre’s contribution to GDP, employment, and cultural tourism is only set to rise.

The Philippine government and private sector now view the creative industry, especially music, as a strategic growth area. If sustained, P-Pop could become one of the country’s top cultural exports—helping define a new era of Filipino pride and prosperity.

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Final Thoughts

The rise of P-Pop marks more than just a musical trend—it’s an economic awakening. Backed by streaming success, record-shattering concerts, and international recognition, groups like SB19 and BINI are not only inspiring millions—they’re changing the economic rhythm of the Philippines. As more investment pours into this vibrant sector, the beat of P-Pop will only grow louder—and richer.

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Disclaimer/Note on Financial Figures:

The financial figures presented in this article, particularly those concerning concert-generated economic contributions, are estimations. These projections are based on publicly available data, reported concert attendances, venue capacities, average ticket prices, and industry benchmarks for associated spending (such as on local tourism, transportation, and merchandise). For brand-sponsored events, the figures reflect the estimated value of product purchases required to obtain tickets, which contributes to the broader economic activity, rather than direct cash ticket sales to concert organizers.

These figures represent the estimated gross economic activity generated by the events and do not reflect the net profits of any specific entity (e.g., artists, promoters, or individual businesses). All efforts have been made to ensure accuracy based on available information, providing an indicator of the significant economic footprint of the P-Pop industry.