The Puerto Rican singer Bad Bunny will perform in Asia for the first time, with the artist set to take the stage on March 7 in Tokyo. The presentation will mark his official debut in Asia and is shaping up to be one of the most significant steps in the international expansion of Latin urban music into new cultural markets.
The concert will take place in Tokyo and will be part of a special production organized by Spotify as part of its global Billions Club Live series, which celebrates artists whose songs have surpassed one billion streams on the platform.
The performance will feature an intimate and exclusive format focused on his most-streamed songs, including hits from his album “Debi Tirar Mas Fotos,” and will be recorded for worldwide distribution.
The event comes at a key moment in his career, after establishing himself as one of the most influential artists in the global music scene and following recent appearances on major international stages such as the Super Bowl.
Billions Club Live: a global recognition of Bad Bunny’s musical impact
The 2026 edition of Billions Club Live carries special significance, as Bad Bunny was selected to headline the event after being named Spotify’s Top Global Artist for the fourth consecutive time in 2025. His participation also makes him the first Latin urban music performer to lead the series in Asia, highlighting the genre’s growing international reach.
The initiative has previously featured major international music stars, including Ed Sheeran in Dublin, Miley Cyrus in Paris, and The Weeknd in Los Angeles. The inclusion of the Puerto Rican artist in this list reinforces the role of Latin music within the global circuit of high-profile live performances.
Beyond its exclusive format, the concert symbolizes the worldwide reach of urban rhythms and their ability to connect with diverse audiences, even in regions where this type of performance is still relatively uncommon.
Latin urban music breaks ground in Asia
The artist’s debut in Tokyo also reflects a gradual shift in the geography of international touring. Although Asia has welcomed Latin performers from other genres, the presence of urban music has historically been limited.
Salsa star Marc Anthony has performed concerts in Japan, while Colombian singer Shakira has brought her music to stages in the Middle East, but reggaeton and Latin trap are only beginning to gain traction in these markets.
The growth of digital consumption has played a decisive role in this process. Platforms such as TikTok have fueled the global circulation of Latin sounds among younger audiences, particularly in countries such as South Korea and the Philippines, where curiosity about international music trends continues to grow.
Even so, significant challenges remain, including language barriers, differences in live entertainment circuits, and the limited tradition of Latin tours in the region. For that reason, this concert not only expands Bad Bunny’s presence on the global stage but also sets a precedent for future Latin urban music performances in Asia.