‘Often these audiences are coming from places that have far more of a legacy or appreciation of festivals,’ says Sweeting. ‘So when we announce our lineup, the feedback we get from places like Japan, Singapore, Taiwan and so on is that they really understand the value of our offering.

And then there’s Fuji Rock. Attracting more than 100,000 fans each year and hosting some of the world’s biggest acts on multiple stages set amid scenic Japanese woodland, this is widely hailed as the godfather of modern Asian music festivals. While about 85 percent of attendees come from within Japan, Fuji has forged a cult following among overseas fans, many of whom return year after year to enjoy the festival’s unique setting and distinctly Japanese vibe. Fuji, too, has been moving with the times and adding to its non-music offerings.

‘Music changes all the time and so should the festival experience,’ says Johnnie Moylett, promoter for the festival. ‘Fuji Rock has become more of a lifestyle experience – we try to add new sections every year and expand other areas to entertain the audience with new attractions. We have been conscious recently to make the festival a little more family-oriented.’