Before we get into the core of the discussion, maybe many of us don't know what cultural acculturation is. Therefore, let's recognize what cultural acculturation is. So, cultural acculturation is a social process in which a culture absorbs elements from a foreign culture, without causing the loss of the group's own cultural elements.
Korean Wave or Hallyu is a phenomenon of Korean fever in which Korean culture began to develop rapidly and spread widely in various parts of the world very quickly. K-pop and Drakor are two cultural phenomena originating from South Korea, which have spread to various countries, including Indonesia. K-pop stands for Korean Pop, which is popular music performed by boy bands or girl bands from South Korea, such as BTS, Blackpink, SEVENTEEN, NTC, and others. Kpop is in demand by many people including teenagers, adults, and even parents because K-pop not only offers music but also the attractive appearance of Kpop members. Meanwhile, Drakor stands for Korean Drama, which is a television series that tells stories about various themes, such as romance, thriller, comedy, and others starring Korean actors and actresses.
Because of this interest, many Indonesian musicians cover Korean songs into Indonesian songs. In addition to musical acculturation, cultural acculturation also occurs, especially in the field of fashion, many Indonesians, especially K-pop fans, have begun to adapt styles from South Korea that reflect their idols with Indonesian styles.
Then what is the effect of acculturation of South Korean culture as a bridge to the economy in Indonesia? of course the influence is massive. If we take the positive aspects of the Indonesian economy, it can be seen from several aspects, including:
First, as an Investment Encourager. Seeing the enthusiasm of the Indonesian people and seeing the opportunity for a large market potential for Korean culture makes South Korean countries interested in doing business in Indonesia. This of course can increase cooperation and bilateral relations between Indonesia and South Korea as well as this can open up employment opportunities and increase economic growth in Indonesia.
Second, increasing the purchasing power of the Indonesian people, because of the korean wave phenomenon, people who are K-pop or Drakor fans are competing to buy albums, concert tickets, merchandise, and beauty products. From this, it can increase revenue and taxes for the country, as well as open business opportunities for local entrepreneurs.
Apart from these two aspects, korean wave is able to provide an increase in e-commerce sales, especially those that make K-pop idols as brand ambassadors. One of them happened to Tokopedia. Reporting from detikfinance.com, Raditya Beer, Head of Brand and Social Media Tokopedia explained that Tokopedia's collaboration with BTS and Blackpink made Tokopedia a trending topic, both in Indonesia and worldwide. The presence of BTS and Blackpink as Brand Ambassadors opens up opportunities for Tokopedia to reap the benefits of K-pop fans. This has led to an increase in sales of Korean products. Tokopedia reported that sales of Korean products increased 6 times even during the pandemic.
Thus in conclusion, South Korean cultural acculturation has a positive influence on the Indonesian economy, by becoming a bridge that connects culture, business, and diplomacy. I hope the above description can provide new insights and be a reminder that even though this cultural acculturation is profitable, we should not be complacent and forget our own Indonesian culture.
