As this Korean Wave phenomenon has spread in Indonesia, some Indonesian companies have started to use this opportunity by hiring South Korean celebrities for promotion. Some of the real examples are the "NEO Coffee" commercial starred by Lucas from the sub-unit WayV and the e-commerce "Tokopedia” ad starred by BTS in 2019. There's also the “Nü Green Tea” advertisement starred by NCT 127 in March 2020, which is the latest.
It is undeniable that by having the popular Korean stars as your brand ambassador, you will grab more attention from their fans. But have you ever thought that this Korean Wave phenomenon can be seen as an opportunity to learn?
By studying how the Korean Wave has succeeded in becoming a worldwide phenomenon, it might help the entertainment companies and government of Indonesia to explore global advertising strategies. If successful in becoming a global phenomenon, the reputation of Indonesian music and television drama will increase, which will result in an improved country economy.
How about you, dear reader? Do you think it's possible to create an Indonesian Wave?
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