Ultilization of the Hallyu Phenomenon as Global Advertisements

Furthermore, this is evidenced by the popularity of K-Pop in Indonesia, which continues to show its existence until now. Not only in the offline and online world with its various cultural diversity. However, the popularity of the Korean Wave in Indonesia has also reached the scope of Indonesian television media. Currently, various media in Indonesia regularly highlight K-Pop or K-Drama idols. 

One of them was the "2019 Red Velvet Korean Wave Concert" in Indonesia which was broadcast on the Trans Corp television station and live streaming on the official Transmedia website. 

Other K-pop concerts also took place throughout early 2019 with the presence of the band Blackpink at the Lazada event, Choi Siwon in one of Indonesian television broadcasts. This causes the influx of understanding of Korean culture in Indonesia to increase. Even Korean language, food, clothing styles and culture are now things that connoisseurs follow or look for (the Korean Wave). 

The development of Korean pop culture (Korean Wave) in Indonesia is a manifestation of globalization in communication and culture. Referring to this Holliday, Hyde and Kullman (2004) stated that popular culture (pop culture) is often interpreted as a culture that is known and followed by many people, whose formation is based on the will of the community itself, usually temporary.

The spread of K-Pop music throughout the world proves that Korean pop music, by bringing Korean cultural values and characteristics, has been accepted by the international community. In the context of human history, the rise in popularity of K-Pop around the world is part of a cultural exchange. K-pop can now be said to belong to the whole world because it is a medium of exchange between the West and the East. 

Rather than exporting merchandise, the spread of K-Pop worldwide proved to be more effective in enhancing the nation's image and promoting Korean brands.

Three aspects make K-Pop part of Korea's soft diplomacy, namely first, K-Pop is a business with a tangible form that is supported by strong export potential. Second, the role of social media such as Facebook and Twitter is quite significant in achieving K-Pop success and promoting Korean culture as a whole. 

Third, an interesting mix of audio and visuals. The artist's attractive visual appearance is accompanied by good vocal skills and supported by energetic choreography. K-Pop music became the beginning of the international community getting to know Korea more deeply, both in terms of the nation's personality, traditions, tourism, and culinary delights.

Phenomenon Hallyu as Global Advertisements

Hallyu Wave made its way into Indonesia, and lasted for quite a long time. Apart from the music or the bands, the hallyu wave also comes with its Korean dramas which everyone is sure to have watched at least once, or even become addicted to. The persistence of the hallyu wave or the Korean wave is the reason why many K-pop artists or influencers are made brand ambassadors for Indonesian companies. 

So it's not impossible, in the future, advertisements from Indonesia will be decorated with celebrities from the country of South Korea. This relates to global advertising, global advertising is cross-cultural marketing communications that are planned and involve people in advertising. This requires spreading the message to audiences of more than one country.