In December 2020, Twitter partnered with Mnet Asian Music Awards (MAMA), one of the most iconic global K-pop awards shows, to bring K-Pop fans’ favorite artists closer to them than ever before, with the exclusive 2020 MAMA Twitter Stanbot, and Worldwide Fans’ Choice voting, only on Twitter.
During the event, the hashtags #2020MAMA and #MAMA2020 topped Twitter real-time trends in 68 countries around the world, including the United States, Japan, Brazil, the United Kingdom, and Thailand, as well as South Korea, the home of K-pop.
A whopping 126 million Tweets related to 2020 MAMA were generated from October 29th, when #MAMAVOTE for ‘Worldwide Fans’ Choice’ began, and continued to December 6th, the day of the awards show. The event took place as an online awards ceremony due to COVID-19, but when comparing to the previous 102 million Tweets for 2019 MAMA, the conversation on Twitter grew by 24% year over year. On the day of the event, 32.5 million Tweets were generated in 24 hours.