[Indonesia Hallyu⑦] "6,000 People Gathered for 'Gwangya@' Part-Time Job"

Deputy Manager Pristi in Charge of 'Gwangya@Jakarta'
"Average 2,000 Visitors Daily... Products Sold Out"

'Gwangya@' is a space where SM Entertainment's capabilities are concentrated. It solidifies the worldview 'SM Culture Universe (SMCU),' which has been emphasized as a core value through the combination of entertainment and technology. It complements the limitations of the metaverse brand 'Gwangya' with various offline contents and enhances fan loyalty through customized services and products. Agile, responsive, and well-prepared management is required.

SM Entertainment entrusted the management and operation of its first overseas base, 'Gwangya@Jakarta,' to local deputy manager Pristi. She has been working since 2018, before the establishment of the Indonesian corporation, and played a key role in securing relationships with local broadcasters, sponsors, and event companies. She focused on communication with Southeast Asian fans and created various values. Her approach to operating Gwangya@Jakarta is no different. Rather than immediate sales revenue, she aims to expand the market through new concepts of marketing and business.

Below is a Q&A session.

- When did you start preparing for Gwangya@Jakarta?

"Around 2019. The following year, the spread of COVID-19 disrupted our plans. We couldn’t just stand by, so we put a lot of effort into market research. We also promoted the online concert platform 'Beyond Live' to raise interest in the artists. Although there were several obstacles, we managed to overcome them thanks to support from the Korean headquarters. For the same reasons, early stabilization of Gwangya@Jakarta is expected. The average daily visitors number 2,000."

- It seems you anticipated this well and paid attention to safety and service.

"Yes. We hired twenty people separately for security and visitor support. A month ago, we posted announcements on recruitment sites and social networking services (SNS), then conducted document screening and interviews. About 4,000 people applied for the general manager position. For part-time staff recruitment, 6,000 people applied. Even now, resumes continue to be received via email."

- Were there any criteria for selection?

"First of all, English proficiency is required. Quite a few visitors are foreigners. Smooth communication is essential. Personality is also highly valued. We carefully consider candidates who have experience working at SM Entertainment in other companies, as this is highly regarded."

- Is there any distinctive character that differentiates 'Gwangya@Everland' and 'Gwangya@Seoul' in Korea?

"The interior and product displays follow unified standards. The latter has relatively more space allocated. It is not easy to obtain light sticks and other cheering goods in Indonesia, so we wanted to satisfy fans’ needs. The overall store size is also relatively large. In addition to the already installed metaverse programs and photo booths, we plan to exhibit and arrange various contents to enhance the function of an experiential theme park. We are also planning events that connect a small number of fans and artists via video calls."

- The NCT light sticks sold out within two hours of opening, right?

"We brought a considerable quantity, but we didn’t expect such high interest. There are many counterfeit products in Jakarta, which has been a headache, so we are grateful that fans are leading the way in purchasing genuine products. We will have to request more stock from the Korean headquarters."