aespa and Spotify Invite Fans to Unlock Their Inner ‘Rich Man’ With an Immersive MY VAULT Experience
Global K-Pop sensation aespa is redefining what it means to be “rich” with the release of Rich Man – The 6th Mini Album, out now. Together with Spotify, the group is inviting fans to step inside MY VAULT, an immersive experience celebrating the new album this month in Seoul, Tokyo, and Bangkok.
aespa, alumni of Spotify’s RADAR Korea program, have seen a rise that’s been nothing short of phenomenal. Their distinctive sound and trendsetting artistry have captivated MY—the group’s dedicated fandom—and listeners around the world, cementing their status as K-Pop trailblazers. This global impact is reflected on Spotify, where the band’s annual streams nearly doubled between 2023 and 2024.
The concept of “rich man” for this album transcends material wealth, focusing instead on inner strength and self-belief.
“This album carries a special meaning for us by redefining the essence of Rich Man through our unique energy and power. We want our fans to embrace this, too,” aespa shared. “We’re grateful for the chance to work with Spotify to bring this message to life at MY VAULT, and we hope MY have an unforgettable time celebrating our comeback in such a special way.”
Journey inward
Inside MY VAULT, attendees embark on an interactive journey designed to discover their own “inner Rich Man.” From photo-worthy installations to engaging missions personally crafted by members KARINA, WINTER, GISELLE, and NINGNING, every corner of the vault promises a deeper connection to the album’s themes. Exclusive event merchandise is also available, letting fans take a piece of the experience home.
The MY VAULT experience already enjoyed rapturous receptions earlier this month in Seoul and Tokyo, and will be open in Bangkok September 19-21.
As for her favorite part of the MY VAULT experience, KARINA said: “I love all the elements that let you dive deeper into the world of Rich Man. I also hid my autograph and messages throughout the space in Seoul. I hope MYs managed to find them all—some are in really unexpected spots!”
“For me,” said NINGNING, “the massive vault was the most memorable part. MY, I hope you have fun discovering the special treasures that aespa has hidden inside!”
WINTER was most impressed by the vault’s interior design: “Definitely the giant guitar that symbolizes this album! I also recommend snapping photos at the thermal imaging camera feed right past the security checkpoint.”
GISELLE said: “The station where you can design your own Rich Man playlist cover is really fun. We also customized our own t-shirts, and I hope MYs have a great time personalizing their event merch, too!”
The excitement extends beyond the physical pop-up. Fans can also unlock exclusive content at the Spotify Digital VAULT, an online hub featuring personal messages from the members, teasers, and even the opportunity to customize aespa Spotify playlist covers. More surprises await MY on the official This Is aespa playlist on Spotify.
The excitement extends beyond the physical pop-up. Fans can also unlock exclusive content at the Spotify Digital VAULT, an online hub featuring personal messages from the members, teasers, and even the opportunity to customize aespa Spotify playlist covers. More surprises await MY on the official This Is aespa playlist on Spotify.
Take aespa’s word for it
The members are excited about this unique collaboration and the message behind their new music.
“Rich Man is about loving and believing in yourself so strongly that the opinions of others don’t shake you,” NINGNING said, sharing her personal connection to the album’s core theme. “Preparing this album was an experience that helped me and the other members grow and strengthen that confidence together. My biggest hope is that every time you listen to the album, our music helps you walk a little taller and embrace the confidence that we know is in you!”
“I’m so grateful that so many people enjoy and love our music,” said WINTER, reflecting on aespa’s remarkable growth on Spotify. “Through our diverse musicality, I look forward to continuing to show aespa’s different sides to our fans around the world on Spotify.”
The partnership with Spotify has been a cornerstone of aespa’s global outreach. Said KARINA: “From K-Pop ON! video podcasts to the MY VAULT experience, we’ve been able to introduce our music and show the diverse facets of aespa to fans worldwide in such unique ways.”
GISELLE, meanwhile, is excited for fans to tangibly engage with the album’s concept. “It’s great that our fans can come and experience Rich Man in such a unique way at MY VAULT,” she said. “I hope MY enjoys what we’ve prepared with Spotify, and I’m also really looking forward to the opening of the experience in Thailand!”
Visit the Spotify Digital VAULT to unlock your inner “Rich Man,” and stream the new album on Spotify.
