Yamaha Music Innovations Partners with POPS, Southeast Asia’s Largest Entertainment Company

Launching a promotion that blends real-world experiences with digital amplification, targeting Generation Alpha

HAMAMATSU, Japan--(BUSINESS WIRE)--Yamaha Music Innovations (hereinafter called “YMI”), a U.S. subsidiary of Yamaha Corporation, has started a collaboration with POPS, Southeast Asia’s largest entertainment company based in Vietnam. POPS has over 400 million users on YouTube, social media, and apps, managing various content businesses that involve music, anime and influencers. By leveraging its main strength in connecting with the digital generation, the collaboration will use POPS’s strong digital infrastructure and network to carry out promotions in Indonesia and Vietnam, blending real-world experiences with digital amplification.

“At POPS, our mission has always been to inspire joy and creativity by connecting audiences with meaningful experiences,” said Esther Nguyen, CEO at POPS. “Partnering with Yamaha Music Innovations allows us to blend the best of both worlds — real-world music engagement with the limitless reach of digital platforms. Together, we’re inspiring the next wave of creators and music lovers in Southeast Asia.”

“We are thrilled to collaborate with POPS, which boasts an overwhelming customer base in Southeast Asia,” said Scott Sugino, president and CEO at Yamaha Music Innovations. “YMI aims to forge deeper connections with creators and customer bases rooted in each region, creating new business opportunities. With POPS’s broad customer base ranging from Alpha Generation youth to creators, we anticipate more diverse collaborations aligned with YMI’s strategic goal. As our initial effort, we are developing a promotional model aimed at the Alpha Generation, combining both offline and online channels. We are confident that combining POPS’s strengths with Yamaha’s assets will contribute to the development of young creator culture in unprecedented ways.”

In Indonesia, Yamaha Musik Indonesia, a sales subsidiary of Yamaha Corporation, will host Pianica events for elementary school students in October 2025. Simultaneously, the company will broadcast influencer performance experiences through POPS’s broad network, aiming to reach Generation Alpha (under 15 years old). Additionally, in Vietnam, Yamaha Music Vietnam, a sales subsidiary of Yamaha Corporation, plans to run a promotional campaign from December 2025 through March 2026 that will use influencers to spread the joy of music to a wider audience. The goal of this initiative is to increase awareness and attract new students to Yamaha Music School.

YMI is dedicated to advancing music culture globally through collaborations with startups and platforms. This partnership with POPS allows us to connect with audiences that would otherwise be difficult to reach independently. The company sees this combination of both companies’ strengths — real-world experience paired with digital outreach — as a new promotional model for spreading music culture in the Southeast Asian market. YMI will continue its efforts to increase awareness of Yamaha Music School and boost demand for musical instruments.

About Yamaha Corporation

Founded in 1887, the Yamaha Group has established itself as a global leader in manufacturing musical instruments and audio products while continuing to engage in various business activities to grow services related to sound and music.