INTRODUCTION
Korean Wave or "Hallyu" that is one of the phenomena that is being hotly discussed in Indonesia. The influence of globalization and the massive development of technology and social media has made many trends and changes quite significant. Various Korean trends that are exposed and become crowded in Indonesia and even the world are K-pop and Korean dramas.
K-pop itself is a pop music from South Korea that at first glance in Indonesia is similar to a "boy band". From the history of K-pop written on wikipedia, it is written that in 1885 a new genre appeared in Korea called "Changga". Music that uses modern instrumental music such as guitar, drums, flute, and others. The music is actually an adaptation of western pop music, but here it is used using Korean as the lyrics.
While the second trend that is crowded in Indonesian society is "Korean drama", almost everyone is familiar with this Korean drama. Maybe even readers of the article also know at least "what is a Korean drama?" because this Korean version of the drama is very developed rapidly. Very interesting dramas, drama players who perform optimally, beautiful actors are also handsome typical of Korea very attractive to the audience, including Indonesians. There are even fanatical fans from Indonesia who are very fond of actors or k-pop members because of their good looks. From the gramedia.com page, there are several lists of Korean drama actors who have the most fans. Starting from Ji Chang-wook, Hyun Bin, Seo In-Guk and others. It is undeniable that this Korean Wave has exploded in Indonesia.
DISCUSSION
This development of Korean culture has become very inherent in the hearts of the Indonesian people. Not infrequently diehard fans create their own fanpages on several social media in the form of groups, virtual communities or online communities that fall in love with actors and one of the kpop members. Therefore, the Korean Wave not only has an impact on fans but various other impacts carried by this Korean Wave. These impacts include trade, makeup, clothing or fashion trends, Korean language adaptation, skincare, and even language style.
All of that came suddenly this Korean Wave spread not only in Indonesia but even the whole world, it seems that Korea itself is in the spotlight in the world today with all its cultures and influences that spread so widely and have a great impact in the world. The Korean Wave entered into various cultures and advertising also in Indonesia, . One of the e-commerce, coffee products, skin care and so on by utilizing Korean Wave through collaboration with Korean idols is one of the tricks to increase their sales and income, it is not uncommon for die-hard fans to like, even use the product because in advertising they work with K-pop groups or their favorite actors.
From the official website of cnbcindonesia.com written on September 10, 2018, the President of Indonesia, Joko Widodo, met with President Moon Jae, the former President of South Korea. From the official website of cnbcindonesia.com written on September 10, 2018, the President of Indonesia, Joko Widodo, met with President Moon Jae, the former President of South Korea. They discussed strengthening business and the economy in the two countries. Judging from the impact of business development, it is also very bright.
There are so many local Indonesian brands or products that collaborate with members of kpop and Korean dramas, for example, there is Kopi Luwak White Coffee in collaboration with Lee Min Ho as their brand ambassador, then there is Neo Coffee with Lucas NCT as BA. Even major E-Commerce in Indonesia such as Tokopedia and Shopee also participated in the Korean Wave by presenting Brand ambassadors from Korea who in fact have a lot of fans.First from Tokopedia, they cooperate with BTS. In 2019, Tokopedia made a big surprise by uploading a photo and voice that korean fans believed was similar to one of the members of a big k-pop, BTS. And sure enough BTS was chosen by Tokopedia to be their brand ambassador and the extraordinary spirit of seeing BTS appear in various Tokopedia advertisements.
In addition to BTS, BLACKPINK has also been tokopedia's brand ambassador so that tokopedia itself uses the collaboration between BLACKPINK and BTS to bring Indonesia's name to the global stage, said Tokopedia Vice President, Kevin Mintaraga. In addition to Tokopedia, there is also an e-commerce Blibli.com that presents Park Seo Joon, on the skincare side, there is Scarlett Whitening by presenting TWICE and Song Joong Ki as brand ambassadors, Siwon who is the BA of Mie Sedap, also Ruangguru presenting Treasure with the hashtag #TREASURExRuangguru, so enthusiastic are these big brands working with Korean idols in order to increase and develop their sales, as well as a promotion back to Indonesia to the world.