K-pop has emerged as one of the most significant cultural phenomena in Indonesia. Indonesia’s perceptions of Korean culture and K-pop music also changed.
It is easy for people to learn about Korean culture and find inspiration in K-pop’s music, dance, dress, and lifestyle. As a result of this phenomenon, more Indonesians are exposed to Korean culture, making them more accepting of cultural variety [1]. With millions of fans across various age groups, this industry is changing how we enjoy music and influencing consumer behavior toward specific brands in Indonesia.
The K-Pop Market in Indonesia
Indonesia has become an essential market for South Korea’s entertainment industry products. Indonesians demand film and music products (K-Pop), a trend among many millennials and Generation Z.
Furthermore, Korean culture has also impacted psychology and innovation that created a correlation between fans and Korean products through the consumption of film and K-pop in the global market [2].
As one of the largest K-Pop markets, Indonesia is experiencing rapid growth in popularity [3]. The demographic of K-pop fans in Indonesia is diverse, predominantly composed of the younger generation active on social media. They don’t just love the music; they idolize the artists, making collaborations between brands and K-Pop stars increasingly promising.
Consumer Behavior Towards Brands Collaborating with K-Pop Stars
The relationship between K-pop and consumer behavior in Indonesia is noteworthy. Research shows a positive correlation between fandom and consumer behavior, with fandom contributing approximately 61.3% to the purchasing decisions of K-Pop fans [4]. This means that fans’ enthusiasm and loyalty directly influence their willingness to engage with brands collaborating with their favorite idols.
We can see some brands that strategically partner with K-pop artists often see a significant boost in sales and brand awareness.
Following the steps of the local beauty products, fast fashion brands that align with K-pop aesthetics also attract younger consumers who want to emulate their idols’ styles [5] .
There are several succeeded collaborations between K-pop artists and brands in Indonesia, such as:
Food and Beverages: NCT Dream collaborated with Lemonilo. Lemonilo’s strategy in collaborating with NCT Dream involves including random Photo Cards (PC) of NCT Dream inside the packaging of Lemonilo Instant Noodles. This approach enhances the product’s appeal and engages fans by offering them a collectible item.
Beauty: Brand Scarlett also collaborated with the girl group TWICE. Scarlett and TWICE have a unique collaboration featuring a range of face care products designed specifically for fans. Among the favorites included in this lineup are the Brightly Series, Acne Series, and Age Delay Series [6].
Personal Care: Rexona has launched its latest innovation, Rexona Vitamin+Bright. To accompany this launch, Rexona collaborated with the renowned K-pop powerhouse group (G)I-DLE as its brand ambassador through the #GlowForIt campaign [7].
As the K-pop phenomenon continues to flourish in Indonesia, the importance of strategic collaborations between brands and K-pop artists cannot be overstated. These partnerships enhance brand visibility and create deeper connections with the youth market. As K-pop culture evolves, it presents ongoing opportunities for brands to tap into the enthusiasm of this vibrant community. All in all, the future of the K-pop market in Indonesia looks promising, with potential for innovative collaborations that bridge music and consumerism.
For more info, contact us at partners@snapcart.global .
Sources:
[1] Masada DG. (2023). Cultural Fusion: The Impact of K-Pop on the Indonesian Perspectives and Identities. Journal Unpar. (34-44). https://doi.org/10.26593/sentris.v5i1.7633.34-44
[2] I Gusti Ngurah Jayanti, I Komang Arba Wirawan, Nyoman Lia Susanthi, & Ni Wayan Masyuni Sujayanthi. (2022). Korean Pop (K-Pop) Culture Phenomenon On The Behavior Of Indonesian Society. Journal of Art, Film, Television, Animation, Games and Technology, 1(1), 44–50. Retrieved from https://journal-prosfisi.or.id/index.php/framing/article/view/12
[3] Journal of Cultural Studies. (2023). K-Pop’s Rise in Indonesia: A Study of Fan Engagement.
[4] “K-Pop’s Rise in Indonesia: A Study of Fan Engagement” (2023). Journal of Cultural Studies.
[5] Nielsen Report on K-Pop Consumption in Southeast Asia. (2023). K-Pop Consumption Trends and Impacts.
[6] https://www.marketeers.com/scarlett-luncurkan-produk-baru-incar-konsumen-twice-fanbase/
