For Filipino K-pop fans, the upcoming Mnet Asian Music Awards 2025 (MAMA 2025) is a full-blown fiesta of fandom.
When November 28-29 rolls around, living rooms all over the Philippines will transform into vibrant concert arenas as fans rally behind their idols in Hong Kong.
The buzz is almost electric: group watch parties are in the works, Twitter feeds are alive, and “MAMA night” is marked on calendars. Fans see their values reflected in these artists, so when a beloved group takes home a big win, it feels incredibly personal.
GLOBAL AWARDS, LOCAL EXCITEMENT
MAMA 2025 is shaping up to be one of the most star-studded editions yet, and Filipino fans are riding the wave of announcements with unmatched enthusiasm.
Nominations were unveiled in mid-October, with K-pop powerhouses like BLACKPINK leading the charge. In fact, BLACKPINK has emerged as the most-nominated act this year, racking up an impressive 23 nods. Hashtags like #BlackpinkMAMA2025 have been trending as fans rallied their voting teams.
From PH EXO-Ls to BABYMONSTER’s growing fanbase, everyone is buzzing to see their idols get recognition. The nominees represent a wide range of K-pop generations, and Filipinos have favorites in every category, whether it’s Seventeen and TXT for Best Male Group or aespa and TWICE for Best Female Group. Each nomination feels like a victory for the fandom.
In 2021, the Philippines was recognized as the second-highest country for K-pop Twitter activity globally. Fandom names have become part of everyday conversation: ARMYs, BLINKs, NCTzens, ONCEs, and more. That incredible fan energy is now focused on MAMA, every tweet, vote, and cheer contributing to the chorus of support.
VOTING FEVER AND FAN POWER
The countdown to MAMA 2025 turned into an election season for K-pop fans. Fan voting is a vital part of MAMA, especially for the Worldwide Fans’ Choice awards.
Voting kicked off in October on Mnet’s global app and through Twitter/X hashtags, and Filipino fan communities sprang into action. They’ve organized daily voting reminders, tutorial threads, and even vote-swap systems. Voting ended November 10, 10:59 PM Philippine time.
To keep the energy up, fanbases engage in friendly competitions. On a local fan platform called FanFlare, the August idol rankings saw TXT, TWICE’s Chaeyoung, and NMIXX snag the top spots, thanks to enthusiastic support from Filipino fans.
Fans joke about becoming nocturnal during voting season, adjusting their schedules to Korean Standard Time and checking server clocks on navyism, a server time checking portal.
FANDOM WITHOUT BORDERS
The success of UNIS, the first K-pop group made up of Filipinas to win at last year’s MAMA, sparked joy across the nation.
“Finally, after 25 years, Filipino K-Pop idols have won a MAMA award!” This milestone inspires more young talents and encourages fans to support Asian artists across the board.
The Philippines has had a long-standing connection with MAMA, from Sarah Geronimo’s Best Asian Artist (Philippines) in 2012 to SB19 shining on the global stage, and Sandara “Dara” Park cherished as an adopted Filipina star. These ties make Filipino fans feel personally invested.
With Hong Kong a short flight away, some die-hard fans are pooling resources to attend. For those at home, streaming platforms ensure no one misses a moment. The Filipino fandom experience is interactive and communal, with trending topics, fan art, live updates, and multilingual congratulations whenever a beloved artist wins.
BRINGING K-CULTURE CLOSER TO HOME
Amid global excitement, fan culture in the Philippines is becoming localized. A major player is FanFlare, a homegrown fan platform revolutionizing how projects are organized.
While MAMA focuses on global recognition, FanFlare makes local impact. FanFlare encourages shining the spotlight at home. It’s now easier to rent an LED billboard along EDSA or host a themed café event. NMIXX’s Philippine fanbase used FanFlare to aim for a billboard in Cubao. TXT fans in the Philippines used it to snag an ad in Seoul’s famous Hongdae district. HORI7ON’s Anchors use it to promote their boys on radio, as well as run ads in Hongdae for months at a time.
With MAMA 2025 just around the corner, its influence on Filipino fan culture is deep and varied. It’s the swell of pride when Asian artists shine.
When the lights at Hong Kong’s Kai Tak Stadium illuminate the night on November 28 and 29, a million lights in the Philippines will shine right along with them.—Orville Tan
