China’s Pop Culture Push Hits the Stage With Singapore Music Festival Launch
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A homegrown Chinese music festival brand has made its international debut in Singapore, marking a strategic push into the broader Asian entertainment market. The two-day Bubbling & Boiling Music & Arts Festival wrapped up Sept. 14 on Sentosa Island, drawing regional attention and signaling ambitions for global expansion.
Organized by Beijing-based live event firm Sparkle Live Entertainment Co. Ltd, the festival brought together performers from across the Chinese-speaking world, including Joey Yung and Mavis Fan, as well as artists from Japan, South Korea, and Southeast Asia. The event attracted more than 10,000 attendees and generated over 500 million impressions on social media, according to the organizer.
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- Chinese music festival brand Bubbling & Boiling debuted internationally in Singapore, attracting 10,000+ attendees and over 500 million social media impressions.
- The festival featured artists from China, Japan, South Korea, and Southeast Asia; Singapore was chosen for its strategic location and vibrant entertainment market.
- China's festival scene is shifting toward personalization, with Gen Z making up 36.2% of attendees at major events; the next festival stop is likely Australia.
- Sparkle Live Entertainment Co. Ltd
- Sparkle Live Entertainment Co. Ltd (正栩文化传播有限公司) is a Beijing-based live event firm. It organized the Bubbling & Burning Music & Arts Festival in Singapore, marking its international debut. Founded by Zhang Chongshuo, the company aims for broader Asian expansion, viewing Singapore as an ideal launchpad due to its status as a top-tier live performance hub. Sparkle focuses on building intellectual property through multi-artist festivals.
- Modernsky Entertainment Co. Ltd
- Zhang Chongshuo, founder and CEO of Sparkle Live Entertainment Co. Ltd, was formerly a vice president at Modernsky Entertainment Co. Ltd. This company is responsible for the Strawberry Music Festival, China's largest music festival. Modernsky Entertainment operated commercially from around 2009, benefiting from stronger intellectual property protections in China's second phase of music festival evolution.
- In 2000–2010：
- The first phase of China’s music festival evolution, marked by niche festivals like Midi.
- Beginning around 2009：
- The second phase of China's music festival scene begins, focusing on commercially operated events like Strawberry Festival.
- In 2021：
- The third phase of China's music festival market begins with a post-pandemic surge in demand.
- In 2024：
- Singapore subsidized Taylor Swift’s concerts, with the events grossing about $28 million and generating roughly $365 million in overall economic benefits.
- In 2024：
- A report from the China Association of Performing Arts found that 18- to 24-year-olds made up 36.2% of major festival attendees.
- In 2025：
- Nearly 20 Chinese-speaking artists and global acts like Lady Gaga and BLACKPINK are slated to perform in Singapore.
- As of 2025：
- Zhang stated the market is moving from standardization to personalization, with brands like Bubble Island targeting Gen Z and younger pop-centric fans.
- Sept. 14, 2025：
- The Bubbling & Boiling Music & Arts Festival wrapped up its two-day event on Sentosa Island, Singapore, marking its international debut.
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