Korean popular culture becomes huge in Indonesia. According to John Storey, defined popular culture is simply a culture that is widely favored or well-liked by many people (5). In Indonesia, Joeng said that Korean popular culture has increased continuously since the early 2000s (2288).
It is known as the Korean wave or Hallyu. Following up on 2006 until 2013, Joeng continuously investigates the development of this phenomenon in Indonesia by interviewing the Indonesians and asking their perspective about Korean culture.
As a result, the respondents revealed behaviour actively using and appropriating Korean popular culture in their daily lives. Moreover, as evidence, Jung and Shim found that Korean popular culture has become one of the most heavily social distributed cultural products among young Indonesian consumers (486).
Therefore, as Korean pop culture develops rapidly in Indonesia, it influences youth purchasing decisions, the Korean drama phenomenon, and Korean pop music development in society.
Korean celebrity endorsement influences youth buying behavior. According to Andries, consumer behavior refers to someone who satisfies his/her needs by selecting or purchasing some products (663).
In terms of endorsement or advertisement, Korean products involve the Korean celebrity or idol by persuading and influencing consumers to be more interested to use or buy the products. Andreas said that this marketing strategy works since celebrities represent the idea of the products by showing some categorize such as personality type, social status, age, and gender (603).
Moreover, when the company or brand uses the male decoration model as the ambassador of cosmetics products in which the target consumers are women, Paramita found that it is effective in Indonesia and affects the consumers’ attitude toward the model of the products (127).
Therefore, it changes the Indonesian youth purchasing decisions when it relates to Korean stuff since Korean popular culture is booming in Indonesia.
Meanwhile, the Korean drama phenomenon also gained recognition in Indonesia. The liberalization of media in Indonesia played a key role in the distribution of South Korean pop culture.
For instance, Indosiar, a national television station established in 1994, Korean dramas. Furthermore, Joeng stated that Korean content is received via Indonesian television such as Indosiar, Trans-TV, Trans7, and Net that offered platforms to consume Korean popular culture. In early 2016, the Korean drama mini-series called “Descendants of the Sun” (DOTS) entertained the world.
According to Leksmono, this drama series produced by the Korean Broadcasting System (KBS) from February to April 2016 and spread through the digital platform around the world which gained huge popularity such as in China, Japan, and also Indonesia.
The main characters of this drama series, Jong Ki and Song Hye Kyo, make the newest product of Hallyu or Korean wave in Indonesia. Based on Leksmono’s study which investigated the process of audience involvement through the drama, it found that female audiences in Indonesia of DOTS have close involvement with the characters portrayed in the film also they believe that the situations in the film are reflections of today's situation (223).
Thus, those things are indicators that Korean drama became a phenomenon and induced a lot of people to like it.
Furthermore, Korean pop music or K-pop is broadly recognized and embraced in Indonesia. According to Shim, the K-pop phenomenon in Indonesia has significantly influenced the transformation of the local pop industry (490).
For instance, the phenomenon of boy or girl bands in Indonesia such as Smash, Cerrybelle, 7icon, and others become the evidence that K-pop influences the local pop market in Indonesia.
Moreover, Shim found that K-pop influenced dangdut singers such as Ayu Ting Ting which her Korean dangdut style consists of the combination between dangdut music, K-pop dance moves, and visual aesthetics. In terms of fans or fandom, Jung and Shim conducted online observations of fan pages on social media websites in between 2009 and 2012.
They collected 100 results of questionnaires from K-pop fans in Indonesia and conducted email interviews with industry professionals in the music and social media industries.
As a result, Indonesian youth access and consume K-pop especially online and particularly through social media platforms which have easy access, fast update, low cost, and modes of sharing. Therefore, the distribution of K-pop in Indonesia is rising quickly.
Korean popular culture is one of the phenomena that happens in Indonesia. Many people are affected by this situation which influences them to pay more attention to this phenomenon.
This phenomenon influences consumer behaviour such as the way youth in Indonesia buy some products and purchasing decisions will be affected by someone who promotes it or the ambassador of the products especially Korean celebrities or idols.
Afterward, Korean drama popularity also became the effect of the Korean pop culture in Indonesia, many media received Korean content as the new phenomenon that gained a lot of attention from people in Indonesia. For instance, the Korean drama series Descendants of the Sun (DOTS).
Moreover, Korean pop music is broadly recognised in Indonesia and has become such a trend that affected many people. The phenomenon of boy/girl bands, Korean dangdut music, has become the evidence that K-pop influences the music industry in Indonesia.
Thus, all those things become indicators or evidence that Korean popular culture becomes huge in Indonesia.