Ultilization of the Hallyu Phenomenon as Global Advertisements

Martin Roll, a brand strategy expert for the Asian region, calls this phenomenon soft power. Hallyu for South Korea is a weapon whose strength is even considered to be equivalent to military endurance. There is a fantastic money cycle behind Korean drama stories or K-Pop songs. This phenomenon has also made the perpetrators become superstars: starring in advertisements for various luxury brands, working with the United Nations, including becoming brand ambassadors (BA) for local products from countries like Indonesia.

An example of the case occurred at Shopee. In terms of increasing the number of Instagram followers, for example, the difference is clear. According to an iPrice report, in 2018, the number of Shopee followers on Instagram was under 2.5 million. Then, Shopee invites several Korean artists in its various campaigns. 

Starting from Itzy, Red Velvet, Stray Kids, to Blackpink. The number of Shopee followers immediately jumped to 8.6 million as of May 2022. According to iPrice's records, visits to the Shopee platform are the highest in Southeast Asia. During 2020, visits per month are always over 90 million. 

Shopback's research results mention the five most chosen e-commerce sites for 2021. Shopee is in first place, followed by Tokopedia, Lazada, Bukalapak, and Blibli. There are various considerations in choosing e-commerce. Starting from the ease of using the application, (48 percent), free shipping (51 percent), to being trusted (53 percent).

But what are the factors that consumers choose the most? Promotion. Even so, making Korean artists as BA or advertising stars does not always smooth the way for sales. This is because, amidst the massive growth of Hallyu, market characteristics in Indonesia have also changed. Behind the growth of K-Pop fans in Indonesia, voices of protest are not absent.

The efforts of local brands, especially skincare, to bring in Korean artists to become BAs have drawn protests. 

The root of the problem: the skin of Korean celebrities is considered not representative of the brown skin of most Indonesians. The wave of protests was faintly heard on social media, be it via Twitter, Instagram, to YouTube. However, as if closing their eyes, many local brands still don't want to give up. Korean artists are still diligently decorating their smartphone screens, selling one brand to another. 

Makes us return to the question at the beginning: why do many local brands still insist on using BAs for Korean artists? The answer: of course because of the promised accumulation of capital in the future. As long as the Hallyu fever is still high, as long as the talk about Korean culture is still going strong, during that time we will often see the faces of Korean celebrities "selling" in this country. 

Next is Scarlett, the skincare brand that she raised, announced a collaboration with Song Joong-ki. The actor who is also the main character in the series Descendant of The Sun was lined up to become BA Scarlett. Song Joong-ki is neither the first nor the only one.

Rows of Korean artists have been BAs or stars in advertisements for local products, ranging from food products, marketplaces, to beauty products. 

To cite examples: Kim Seon-ho is BA Everwhite, Choi Siwon is a Mie Sedap ad star, Blackpink is BA Shopee, Han So-hee is BA Somethinc, to the latest: Lee Min-ho is BA Azarine. Of course there are big costs to be incurred by these brands. It takes billions of funds to make these Korean artists as BA or advertising talent.