[Indonesia Hallyu④] Spreading Culture and Products in a Multi-Dimensional Way... See, Learn, Taste, and Enjoy~

Jakarta 'Korea 360' Diverse and Systematized Korean Culture Exhibition Commercial Zone
Young Women Show High Interest in Cosmetics "Like BLACKPINK, Kim Go-eun, Moon Ga-young"
Orders Online, E-commerce Scale Growing Daily... K-Pop Stars at the Forefront of Promotion

Korean restaurants are common in Jakarta. Some main streets look just like Seoul’s food alleys. South Kebayoran Baru is a representative example. Restaurants with Korean signs such as 'Hanyang,' 'Soyanggang,' and 'Tobak' line the streets. The face of culinary researcher Baek Jong-won is displayed prominently on the doors. Locals recognize these places as hot spots and visit them frequently. They experience Korea not only through Korean cuisine but also through various decorations and props. Although it may seem simple, it is a multidimensional cultural dissemination where language, customs, scholarship, ideology, and art organically blend together.

On the 3rd, 'Korea 360,' set up in the plaza on the first floor of Lotte Shopping Avenue in Kuningan, Setiabudi, Jakarta, was much more diverse and systematic, resembling an exhibition-type commercial complex. It displayed intangible and tangible products from 230 Korean cultural and domestic brands, categorized by items such as rising K-content, food, cosmetics, daily necessities, traditional culture, and tourism. 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 collaborated to create the 1,170㎡ (about 354 pyeong) space. Cho Hyun-rae, president of the Korea Creative Content Agency, said, "It is a permanent exhibition hall where people can meet and experience K-brands in everyday life," adding, "We hope it becomes a place where local Hallyu fans feel the charm of Korean culture and interact with Korea."

The corner that attracted the largest crowd was beauty. Dozens of young women formed a circle inside the store, learning about the characteristics of each product and makeup methods. Tiara (21), a sales clerk, said, "Korean cosmetics are very popular in Indonesia. They are mainly preferred by women in their late teens to early 30s." "Four to five years ago, shiny faces were in fashion. That makeup does not suit Indonesian women's skin. Most have oily skin, which causes their faces to become greasy. Korean cosmetics are excellent at calming skin that tends to flake. They also contain properties that smooth the skin, enabling a natural look."

The starting point of new experiences is K-pop and K-dramas. The clean makeup of singers and actors has become a standard beyond just a trend. Tiara named BLACKPINK, Kim Go-eun, Cha Eun-woo, and Moon Ga-young as influential figures. BLACKPINK is a female group enjoying unparalleled popularity locally. Kim Go-eun gained much attention after the drama 'Little Women (2022)' aired on Netflix. Local women even purchase the cosmetics she models through overseas online sites. Cha Eun-woo and Moon Ga-young’s appearances in the drama 'True Beauty (2020?2021)' are often presented as examples in cosmetic stores. Uni, head of the Korea Creative Content Agency Indonesia Business Center, said, "The drama depicts women with appearance complexes transforming into goddesses through makeup," adding, "It is recognized as a must-watch drama for those interested in makeup and styling."

The food corner opposite was crowded whenever tasting events were held. Most people wanted to learn new recipes like dumpling soup, even though they already knew the flavors. Ingrid (27), a sales clerk, said, "Korean food is easily available in Jakarta. There is probably no young person who hasn’t tried tteokbokki or ramen," adding, "Korean restaurants are also frequently chosen as family dining spots." The most popular product was dried squid with a salty taste. "People want to try various types like charcoal-grilled and honey butter," she said, "but they are disappointed because they cannot purchase them immediately."

'Korea 360' is an exhibition space, not a store. To buy products you like, you must access affiliated e-commerce platforms and place orders. This is a familiar transaction method for locals. The e-commerce market has more than doubled during the COVID-19 pandemic. It has become an essential service used even by the elderly. Uni explained, "Delivery usually takes one or two days. There is also a system where you can pay extra to receive items within 24 hours," adding, "However, it takes about a week for second- and third-tier cities or rural areas, which are often islands."

E-commerce was able to settle quickly due to early entry by foreign venture capital and internet giants. They made large-scale investments based on the domestic market of 275.5 million people. They improved services and secured regional logistics warehouses to achieve scale. Last year, Indonesia’s total e-commerce sales reached $53 billion (about 69.43 trillion KRW). By 2025, it is expected to nearly double to $104 billion (about 136.24 trillion KRW). Tokopedia is cited as a leading company driving growth. It leads in user numbers and payment amounts. However, it does not monopolize the market. Uni said, "Competition among e-commerce platform companies is very fierce," adding, "They frequently distribute delivery fee support and discount coupons to competitively attract subscribers."

K-pop stars often appear at the forefront of intense promotion and marketing. Since last year, there has been a surge in cases where they are hired as advertising models or hold large concerts. Shopee, a latecomer, recently held an NCT Dream concert to quickly enter the market and attract young customers. Tokopedia responded by organizing TV shows and inviting BTS and BLACKPINK. Kim Young-soo, head of the Korea Creative Content Agency Indonesia Business Center, interpreted, "Both the companies and products promoted by K-pop groups have a strong domestic market orientation," adding, "This proves that K-pop is widely consumed throughout Indonesia, not limited to specific regions or social classes."