Korean fashion, language, tourism, food and social norms have had considerable impact on Indonesian culture through K-dramas, a development that savvy brands can utilise to their advantage.  

Why it matters

The passion and engagement of Korean drama fans make them a valuable target audience for digital campaigns and Indonesian brands can leverage that to effectively promote their products and services.

Takeaways

• Indonesians find K-dramas appealing because of Korean culture and values, and convenient to watch on streaming platforms.
• Korean dramas accounted for 45% of the total streaming hours in 2019, says Viu Indonesia, a popular platform for K-dramas.
• K-drama fans...