The SEA Games are a great way to witness athletic prowess. But it’s also much more than that. It’s a vibrant showcase of Southeast Asia’s burgeoning cultural influence, particularly in music. On stage this year in Bangkok, Thailand, many artists captivated a global Gen Z audience, embodying the region’s dynamic blend of tradition and modernity.

But there are three in particular that we feel fit the bill at spotflighting Thailand’s soft power on a global scale: BamBam of boy band GOT7, Thai-Belgian alt-pop sensation Violette Wautier, and veteran Thai rapper F.Hero. Each brings a unique flavour to the table, making them essential listens for anyone plugged into contemporary global culture. While we recognize that blending artistic influences and genres is becoming increasingly easier thanks to the ever-growing level of information access, it still takes talent and skills to master it in a way these three have. As such, here’s our primer on these three artists from Thailand that’s definitely worth checking out.

BamBam

BamBam, the charismatic Thai K-pop idol, represents the pinnacle of soft power. As a core member of GOT7, he’s seamlessly blended his Thai heritage with the global phenomenon of K-pop, crafting a unique identity that resonates worldwide.

His solo ventures and undeniable stage presence embody a sophisticated, fashion-forward aesthetic, making him an aspirational figure for Gen Z navigating their own multicultural identities. BamBam is someone who can easily be seen as a cultural connector, proving that Asian artists can dominate global charts while staying true to their roots.

Violette Wautier

Then there’s Violette Wautier, the alt-pop sweetheart whose raw honesty cuts through the noise. This Thai-Belgian artist is a master of vulnerability, weaving film-inspired narratives into her deeply personal English and Thai lyrics.

Her music, described by Vogue Thailand as “appealing for hipster teenagers,” tackles real emotions and experiences—a trait highly valued by an audience that craves authenticity. With a massive digital footprint across Instagram and TikTok, Violette Wautier is building a community around shared feelings, making her an icon for those seeking genuine connection.

F.HERO

Finally, the formidable F.HERO continues to redefine Thai hip hop. This visionary rapper ingeniously fuses traditional Thai instruments like the khim and ranat with cutting-edge electronic beats, creating a sound that is distinctively Thai yet universally appealing.

His lyrical depth, often exploring themes of youth struggles, mental health, and social justice, speaks directly to the conscious generation. Beyond his unique sound, F.HERO is a collaborative titan, having worked with K-pop heavyweights like BamBam, Stray Kids’ Changbin, and (G)I-DLE’s Minnie. His commitment to authentic multiculturalism and fostering new talent through High Cloud Entertainment cements his status as a trailblazer and mentor, proving that cultural identity and global impact are not mutually exclusive.

These three artists, each a powerhouse in their own right, collectively illustrate the rich, diverse, and globally relevant soundscape emerging from Southeast Asia. For Gen Z looking for authentic voices, genre-bending sounds, and artists who truly represent a connected world, BamBam, Violette Wautier, and F.Hero are the essential gateway. Dive in.

Cover image via Facebook/ฟักกลิ้ง ฮีโร่.