Research firm Capstone-Intel Corporation stated that support from the government and private sector for P-pop groups such as BINI and SB19 can create jobs and enhance the country’s creative industry.
“The increasing number of followers of P-pop groups like BINI and SB19 reveals the potential of the creative sector, now a significant revenue source in countries like South Korea and Japan,” said Ella Kristina Coronel, Capstone-Intel Corporation’s research director.
The firm conducted a year-on-year sentiment analysis of the top five P-pop groups, with BINI ranking highest with an engagement score exceeding six million. The analysis also included BGYO, SB19, VXON, and G22.
An analysis of 15,691 Facebook posts about BINI garnered 35.2 million reactions, 80% of which were “love” reactions. These posts generated 754,634 comments, 2,578,833 shares, and an engagement score of 6,182,904.
Coronel highlighted that the strong social media presence and positive sentiment towards P-pop groups among Filipinos online bodes well for the broader creative industry, including graphic design, film and video, crafts, fashion, TV and radio, advertising, literature, music, and performing arts.
She mentioned that academic institutions, fashion, and talent schools could also benefit from the P-pop wave, similar to the trends in Korea and Thailand. P-pop group members often undergo extensive training and maintain constant engagement with fans.
A post with the highest number of “love” reactions was about the graduation of BINI Colet and BINI Maloi from Senior High School, receiving 323,424 “love” reactions and 42,347 “like” reactions.
A student from the Technological University of the Philippines (TUP) Visayas created a short clip of BINI Maloi dancing, which was widely shared by students as inspiration during their final exams.
From July 2, 2023, to July 2, 2024, Capstone-Intel Corporation analyzed social media data to gauge how Filipino Facebook users perceive five popular P-pop groups: BINI, BGYO, SB19, VXON, and G22, based on posts, reactions, comments, shares, and overall engagement.
“Overall, Filipino Facebook users demonstrated significant interest and positive sentiment towards these P-pop groups, with BINI and SB19 receiving the most engagement,” said Coronel. “Love” reactions were the most frequent across all groups, reflecting a strong fan base and favorable reception.
SB19 had 15,118 posts during the same period, generating 24.3 million reactions and an engagement score of 3.9 million. VXON had 855 posts, resulting in 79,543 reactions and an engagement score of 18,713. BGYO had 3,924 posts, generating 1.2 million reactions and an engagement score of 257,208. Lastly, G22 had 1,811 posts, generating 177,199 reactions and a total engagement score of 34,316.
Coronel referenced a Deloitte study indicating that the creative sector generated around 20 million jobs in 2020 across six European economies—UK, France, Italy, Spain, and Turkey—and three large economies in Asia Pacific—Japan, South Korea, and Australia.
“The P-pop wave is a significant expression of Filipino culture and should be nurtured through investments from the government and private sector,” she added. “P-pop songs resonate deeply with millions of Filipinos both at home and abroad.”
