Korean Wave Phenomenon in Indonesia

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.

This good cooperation actually started from 1966. Another proof is from the agreement between the two countries in the “Joint Declaration on Strategic Partnership to Promote Friendship and Cooperation” in the 21st Century in December 2006 in Jakarta. This cooperation agreement made the two countries closer and more harmonious in relations and a symbiosis of mutualism occurred.

Other Korean idols who appear in various local Indonesian products, there are also various local Indonesian products that have successfully appeared in Korean dramas. For example, Kopiko product is a coffee-flavored candy product that appeared in the Korean drama Vincenzo in episode 14, the product also appeared in several K-dramas such as Hometown Cha-Cha-Cha and today's Webtoon. In addition to Kopiko, there is also an instant noodle product, namely Indomie, where the product is one of the largest instant noodle products in Indonesia that is in demand in Indonesia also appeared in the K-drama, namely Vagabond (2019). There are still some local products commonly used by Indonesians such as Cargloss Helmets and Skincare Scarlett Whitening which also appear in K-dramas. This makes the product even more in demand and growing thanks to the appearance of the product in K-dramas.

Apart from the positive impacts, there are certainly negative impacts that arise along with the development of the Korean Wave in Indonesia. Excessive fanaticism, a change in mindset, and excessive and seemingly coercive standards of the couple category are quite crucial factors among the younger generation. This Korean Wave or Hallyu has a considerable influence seeing how this generation of Indonesians has changed after the arrival of Korean Wave enthusiasm.

From the way of dressing that tends to be excessive for men, fashion that is quite eccentric and less closed which is not suitable when worn by Indonesian people who are actually thick in religious rules, so it is feared that the influence of the Korean Wave will be able to change the patterns and lifestyles of the younger generation, where this younger generation should become “Agents of Change” and even support outside cultures. With jargon develop local products into using excessive outside products.

A negative impact that can be an example is that on June 9, 2021, BTS Meal has been launched, which is a special package from MCD where the contents are actually not special, only the wrapper has the BTS logo and the package is purple. Suddenly when this news was crowded, MCD outlets immediately got a lot of orders, most of which were online orders. Because at that time there were still strict regulations to regulate the public not to gather, because there was still a Covid-19 pandemic, the queues of "GOJEK" and "GRAB" drivers became long and numerous.

It caused panic as well where it was particularly vulnerable to exposure to covid 19 because of the queue. Judging from the case that during the pandemic, all are required to take good care of themselves, stay away from crowds, consume healthy foods to form a strong immunity so that our immune system increases and can face the corona virus at that time. We need healthy food for the strength of our body, many local food sellers in Indonesia such as Lotek, Gado-gado, and so on which in fact are cheaper in price, and also more benefits because they contain fresh vegetables that are healthy for our body.

Instead of healthy food, people prefer to queue for fast food, which at that time was not good for the body, and with a line that could even be up to 4 hours to get food with a special package from BTS. According to the author, during the pandemic yesterday, it is better for us to help the development of MSMEs or small businesses from the community with these thousand benefits so that the economy in Indonesia does not fall and we ourselves also benefit a lot from consuming these healthy foods rather than fast food.

The many positive and negative impacts of the Korean Wave in Indonesia are good for us as a society to be able to limit ourselves. Because in the development of the country, we the younger generation are also needed to love the country as much as possible, know Indonesian culture well. Because every country also certainly needs the younger generation to become the next generation in the growth and development of the country, including Indonesia. This generation should be an example for the new generation later to be wiser in sorting and choosing which culture is good and right.

Whether from the film, music and other cultures that are currently being mixed due to the effects of globalization, we as humans should understand how the world works, lest our character be changed by this globalization whether it is from western, eastern or any culture. Indonesia is a beautiful country with a thousand cultures, so it is worth preserving and preserving.Let’s imagine if the younger generation of Indonesia is currently starting to try to expand out with the use of local culture as material for expansion, such as musical instruments, traditional clothes, music, and so on. And it turns out that the whole world has become interested in Indonesian culture. Wouldn't the Indonesian state become the spotlight of the world today.Therefore, as the younger generation of Indonesia, “Agent of Change” let's together create an “Indonesian Wave” that will later be known by the whole world.

The conclusion of this article is that in the future, no matter what trends will be present and how many more waves will become the spotlight of the world, it is good for us as the younger generation to be able to sort and follow which ones are good.The importance of the nation's generation, which will certainly become state leaders, must understand the country and its culture. Not following a new trend does not mean hating it. But be more careful that when there are many new trends coming in, and they are not in accordance with the values of the nation, it is better that we do not need to follow.

Because each country has different traditions and cultures. Teaching different values. Do not let these values slip away because of the entry of trends beyond the moral boundaries of the country. So that the country itself does not lose the character of the nation. It's better than following trends from outside, how about we as the younger generation spread the trend in our country for us to introduce to the whole world? Indonesian Wave for example.