By: Ye Seul Kim
Having lived in Indonesia for five years, I am proud that my home country, Korea, is so positively received. When I walk out the streets in Bali, local Indonesians would greet me kindly in Korean. Such environment allowed me to enjoy myself living in Indonesia much more as I felt accepted. I believe that this was possible due to rise in Hallyu.
Hallyu refers to ‘Korean Wave’, which was termed for the fast growing popularity of Korean entertainment and culture. It includes various forms of entertainment such as music and dramas.
The beginning of Hallyu dates back to the 2002 World Cup when the Korean Football team made it to the semi-finals. Since Indonesians, generally, are very interested in soccer, this even brought about much attention in their society. Indeed, local Indonesians would shout of Park Ji Sung’s name whenever they saw a Korean tourist walk by to show their love towards Korea.
Furthermore, in the first half of the early 2000’s, private TV station in Indonesia broadcasted Korean dramas. I have my personal experience watching “Princess Hour” in 2007. How proud I was to see a TV show my home being broadcast in Indonesia. That it was successful was even more fulfilling.
Hallyu has not been a temporary phenomenon. Rather, it has grown to be a great impact in Indonesia, further influencing the social and cultural relationships between the two nations.
According to Korean Tourism Organization (KTO), Indonesian tourists have visited Korea has been increasing every year. Korean movies are becoming more popular every year. K-pop girl band and boy band are gaining more fans every year. I can hear Bahasa Indonesia (Indonesian language) spoken by local Indonesians in tourist streets of Seoul. This was a rare occurrence to cite just few years back.
Interest has even spread to education. In 2006, Indonesia established a Korean Studies department at one of the most prestigious universities in Indonesia, Indonesia University. Indonesian students also come to Korea as exchange students, which reached 828 students in December 2012. Korean students are also making efforts to learn Indonesian. They participate in Darmasiswa Program, which is a scholarship program provided by Ministry of Education. The two nations comply with one another in educational fields.
Such educational relationship and interest toward one another results in economic relationships to strengthen. Bilateral relations between Indonesia and Korea was even more supported after President Roh Moo-hyun’s visited Indonesia. In December 2006, he signed “The Joint Declaration on Strategic Partnership to Promote Friendship and Cooperation between the Republic of Indonesia and the Republic of Korea.” The two countries are complementary, where Indonesia is abundant in natural resources and minerals, and South Korea in capital and high technology. These two combined will create well-managed economic cooperation.
Businesses in Korea are have made use of this great opportunity. A successful example of a Korean cooperation using Hallyu as marketing is LG electronics. Dae Jang Geum”, also known as “Jewel in the Palace”, gained noticeable attention among Indonesian viewers and brought fame to the main actress, Young Ae Kim. LG electronics took advantage of this fact and paid her to be their advertising model.
Their choice in model came out to be the perfect selection, ranking first in Indonesia’s home appliances market share. Just like this case, both countries are benefitted from the relationship. Indonesia is also making use of this great opportunity. If the relationship is maintained, Indonesia can expand its economies of scale, reduce poverty and socio-economic gap within its people.
Indonesia can expect economic growth in their own companies, with increasing investments from Korea. Due to the rise in supply of Hallyu, Indonesia’s interest towards Korea has increased dramatically. It has been statistically demonstrated that Hallyu, is undoubtedly, the main factor that positively represented Korea. It is hoped that the interest moves forward and impact both nations economically.
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