🕺BUDOTS BEAT  

Early 2024, we shone a spotlight on budots – a Pinoy EDM genre that was surging in popularity thanks to a partnership between Manila Community Radio and the UK-based Boiler Room. What we didn’t predict? That this microgenre would go global. In recent months, budots has become a viral TikTok success, bringing a slice of the streets of Davao, Philippines to the sweatpants wearing girlies in LA (with help from Olivia Rodrigo and creator Hank Green). Yes, Southeast Asian subcultures – including Indonesia’s dangdut and Thai BL dramas – have previously attracted attention. But budots on the FYP? That’s a whole new beat. Let’s break it down! 

💡 OUR TAKE

For a long time, budots was viewed by locals as a tacky street subculture for its origins rooted in the slums of Davao. Now, global recognition has turned that around – making budots a source of Pinoy pride and an identity badge that blurs the lines between social classes in the Philippines. As the genre started making waves on the global stage, many Filipinos were keen to show the ‘proper’ way to dance budots: creator John Dela Cruz (aka Nurse John)’s  ‘The Filipino way to do this dance’ has 3.6M views. 

Of course, budots is hardly the first music genre to undergo a reckoning (paging house music), but this revival also coincides with a broader shift in pop culture – the move from woe-is-me lyricism (think: Lana Del Ray, Sza) to hyper-pop bangers (Charlie XCX, Tinashe), making budots (re)emergence just at the right time.

So, does budots have staying power? Yes, TikTok trends come and go (remember Phonk?), but budots have been bubbling for almost 20 years. And even if it doesn’t outlast 2024, the success does highlight that Filipino pop culture is making waves on the global stage. Alongside the rise of budots, Filipino fashion designers are at NYFW, Pinoy drag queens are dominating on RuPaul’s Drag Race, and Lumpia Queen’s collaboration with global creators is finally giving Filipino cuisine the love it deserves. 

Perhaps most importantly, the phenomenal success of budots proves that we can retire the idea that culture travels linearly from West to East. Niche subcultures from the other side of the world can – and is! – influencing and shaping global trends. With Gen Z being the most diverse generation in history and generally being more receptive to other cultures, we’re just at the start of this. Expect to see more Asian countries gain global recognition for under-the-radar cultural happenings. 

Embracing this cultural re-evaluation is about allowing locals to see their own culture in a new, empowering light. Brands that successfully navigate this will not only tap into a growing global interest but also build deeper connections with Southeast Asian consumers proud to see their culture celebrated on the world stage.

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