Purpose: The purpose of this study is to examine how Taylor Swift's music influences language acquisition, gender representation, emotional well-being and cultural awareness among Thai university students within the context of lifelong learning. By exploring these dimensions, the study aims to uncover the transformative potential of integrating popular culture, particularly music, into lifelong learning frameworks, thereby offering insights into the role of music in fostering continuous education, cultural sensitivity and personal growth. Design/methodology/approach: This qualitative study employed semi-structured interviews and focus group discussions to explore the impact of Taylor Swift's music on language acquisition, gender representation, emotional well-being and cultural awareness within the context of lifelong learning. Around 32 university students from six prominent universities in Thailand participated in the study. Thematic analysis was used to identify and interpret the recurring themes related to how Taylor Swift's music influences these aspects of lifelong learning, providing an in-depth understanding of her music's role in educational and personal development. Findings: The study found that Taylor Swift's music significantly impacts language acquisition by providing an immersive and engaging learning environment. Her music also challenges traditional gender norms, promoting self-expression and empowerment. Additionally, the emotional resonance of her songs contributes to students' emotional well-being, offering solace and encouragement. Furthermore, her advocacy for diversity and inclusivity enhances cultural awareness, fostering empathy and cross-cultural understanding. Overall, Taylor Swift's music serves as a powerful tool for promoting lifelong learning, cultural awareness and emotional resilience among university students. Research limitations/implications: This study primarily focused on Thai university students, which may limit the generalizability of the findings to other cultural contexts. Future research could explore the impact of Taylor Swift's music on a broader demographic, including different age groups and cultural backgrounds. Additionally, a longitudinal approach could provide deeper insights into how sustained engagement with music influences lifelong learning and personal development over time. The findings underscore the need for further exploration of popular culture's role in education and its potential to enhance learning outcomes across diverse contexts. Practical implications: The findings suggest that integrating popular music, like Taylor Swift's, into educational curricula can enhance language learning, promote cultural awareness and support emotional well-being. Educators are encouraged to incorporate music-based activities into their teaching strategies to create a more engaging and relatable learning environment. Furthermore, the study highlights the importance of using music as a tool for challenging traditional gender norms and fostering inclusivity, suggesting that educational programs should leverage popular culture to promote social empowerment and personal growth among students. Social implications The study demonstrates that Taylor Swift's music plays a significant role in promoting social empowerment, gender equality and cultural sensitivity among university students. By challenging traditional norms and advocating for inclusivity, her music encourages listeners to embrace diversity and engage in lifelong learning. The findings suggest that popular culture, particularly music, can be a powerful force for social change, fostering a more inclusive and empathetic society. This underscores the potential of music to contribute to broader social objectives, including gender equality, cultural awareness and emotional resilience. Originality/value: This study is unique in its comprehensive examination of Taylor Swift's music as a tool for lifelong learning among university students in Thailand. While previous research has explored music's role in language acquisition or emotional well-being, this study integrates multiple dimensions -- language learning, gender representation, emotional well-being and cultural awareness -- within the context of lifelong learning. By focusing on a global pop icon's influence in a non-Western setting, the research provides valuable insights into the transformative potential of popular culture in education, offering educators innovative strategies to engage students through music.