[Indonesia Hallyu①] A Young Island Nation, Surrounded 360 Degrees by K-Content

K-Pop Popularity Surpasses North American Pop... Consumption Boosted by Internet Development and Smartphone Spread
K-Content Changes Local Life... Dads Avoid 'The Return of Superman'
KOCCA Opens 'Korea 360'... Exhibiting Tangible and Intangible Korean Culture and Brand Products

Editor's NoteIndonesia is a key country in the New Southern Policy. It boasts a domestic market of 275.5 million people, abundant natural resources, and geopolitical advantages connecting the Middle East and East Asia. Economic growth is also rapid due to the promotion of financial digitalization. Last year, its Gross Domestic Product (GDP) was $1,186,092,990,000. As China's presence diminishes and Vietnam's growth slows, Indonesia is gaining attention as a major pillar of the global economy. It shares a close relationship with Korea, jointly developing the KF21 fighter jet. Since the 1960s, they have collaborated on resource development, and in the 1990s, they worked closely in light industries such as footwear, clothing, and textiles. Recently, cultural exchanges have stood out. The consumption of K-content has surged enough to reshape the industrial landscape. The Korea Creative Content Agency and numerous companies are not merely focused on spreading the Korean Wave but are forming a new level of diplomatic relations through cooperation that allows for expanded reproduction. We observed the dynamic flow of change in the capital, Jakarta.

"Popularity of Indonesian K-pop? You can feel it anywhere in Jakarta's shopping malls," said management company officials confidently, and it was no exaggeration. There was no need to even go to Jakarta. On the plane heading to Soekarno-Hatta International Airport, the passenger next to me repeatedly watched the music video for NCT Dream's 'Hot Sauce.' She was Diana, 27, living in Jakarta. "Why do I like it? It just came to me like fate," she said.

The local popularity of K-pop surpasses even North American pop. New songs by BTS, BLACKPINK, NCT, and others top music charts immediately upon release. The development of internet infrastructure and the spread of smartphones have amplified consumption among people in their teens to thirties. Interest could grow even more. Indonesia is a country made up of 17,508 islands. Internet access is still not smooth in second- and third-tier cities or rural areas. It will take until 2030 to reach Jakarta's level.

The median age in Indonesia is 29.7 years. Most enjoy online content and communicate via social networking services (SNS). K-pop information is exchanged in real time. Even if the event location changes on the day, people quickly find out and gather. A representative example was the fan meeting of singer and actor Choi Siwon on the 6th. The venue was changed from CGV in downtown Jakarta to Sarina Department Store on the morning of the event day. Fans shared the information on SNS even before the official announcement.

People in their 30s and 40s are also accustomed to acquiring information via the internet. This was evident on the 3rd at the Lotte Shopping Avenue 1st floor plaza in Kuningan, Setiabudi, Jakarta. From 9 a.m., cars lined up in the parking lot. Families had come to watch the screening of the animation 'Pororo Dragon Castle Adventure.' Since the work had not been released locally, the news of the preview attracted much attention.

Bora (37), who brought her nephew, said, "I heard about it on the internet and came instead of my sister. My nephew usually enjoys watching 'Pororo'." Abus (42), who brought three children, said, "I heard about it on the internet and eagerly awaited this day. The kids really like the 'Pororo' characters." 'Pororo' has gained popularity by airing on Mentari TV, RTV, Global TV, and others. Although it can be watched online, TV still has absolute influence due to uneven internet conditions.

When main characters like Pororo and Loopy appeared, the audience continuously giggled. When Poby lifted a snowball, laughter burst out. About 20% of the audience were fathers. They took care of the children while buying snacks at the basement first floor Lotte Mart. Amita (28) said, "Men have started paying attention to household chores. I'm happy because they spend more time with their children." Abus said with a smile, "Since 'The Return of Superman' started airing on TV, I watch my wife's reactions. Though not comparable to Korean dads, I try hard to take care of the kids." 'The Return of Superman' was first introduced in 2015 on RCTI and gained popularity. It still airs on Net TV. Among local fathers, it is considered the most avoided program.

The audience did not leave even after the screening. They stayed to watch the opening ceremony of 'Korea 360.' 'Korea 360' is a global Korean Wave expansion outpost exhibiting Korean culture and 230 tangible and intangible products from domestic brands, including emerging K-content, food, cosmetics, daily necessities, traditional culture, and tourism. It was created on a 1,170㎡ (about 354 pyeong) scale through cooperation among the Korea Creative Content Agency, the Indonesian Korean Cultural Center, Korea Tourism Organization, Korea Trade-Investment Promotion Agency, Korea Agro-Fisheries & Food Trade Corporation, Korea International Trade Association, Korea Cosmetic Industry Institute, and Korea Institute of Design Promotion.

Cho Hyun-rae, head of the Korea Creative Content Agency, said, "It is a gathering of Korean Wave products led by K-content. We will make it a cultural exchange venue and a Korean Wave experience space where both countries can leap forward together." Bara Krisna Hasibuan, special advisor to the Indonesian Minister of Trade, responded, "It is a great gift for us who love Korean culture." As the launch was declared with jasmine flowers fluttering, thunderous applause erupted in the audience. Sonia (24) said, "I expect more K-pop events to be held." Vivi (22) said, "Korean culture is displayed in various ways, so I plan to visit often."

There was another reason for the enthusiastic response. Singer and actor Ong Seong-woo held a fan signing event to commemorate the opening. Cheers erupted everywhere as he appeared. About 15,000 visitors attended that day. There was no need to worry about accidents. The venue was changed indoors, and nearly a hundred security guards were deployed. Fans who obtained tickets moved orderly, while those who did not stayed in the plaza to watch the signing event via live broadcast. Kim Young-soo, head of the Korea Creative Content Agency Indonesia Business Center, said, "After incidents like the stadium crush in October, we took thorough safety measures. We thank the fans for following the controls well."

The tasks ahead are even more important. Besides the permanent exhibition at 'Korea 360,' various Korean Wave events must be prepared. A smart office and business investment attraction space will be created to support domestic companies' business, promotion, and marketing. The Indonesia Business Center recently moved its office to the 3rd floor of Lotte Shopping Avenue to improve work efficiency. Center head Kim said, "Since K-content is very popular and consulting requests from domestic companies are flooding in, we will lay a solid foundation to induce various achievements." The Ministry of Culture, Sports and Tourism will invest more than 4 billion won in the next year, marking the 50th anniversary of Korea-Indonesia diplomatic relations, to support successful settlement. Kim Jae-hyun, director of the Content Policy Bureau at the Ministry, said, "We will launch the first official development assistance (ODA) project for human resource development in the cultural content industry sector."