Ultilization of the Hallyu Phenomenon as Global Advertisements

In general, Hallyu lures people to learn South Korean language and culture. In addition, he also refers to South Korean products such as culinary, electronic devices, music, skin care and make-up, fashion, as well as Korean films and dramas.

Development of Hallyu in Indonesia

In Indonesia itself, the spread of pop culture from Korea began in 2002 after the World Cup in South Korea and Japan. This moment, which was held on Indonesian television stations, was then used to introduce the South Korean drama series or K-Drama. Trans TV became the first television station to broadcast a K-Drama titled Mother's Sea on March 26, 2002. 

Then followed Indosiar with Endless Love on July 1, 2002. It was recorded that there were around 50 Korean drama titles that aired on Indonesian private TV stations in 2011 and continued to increase. Based on AGB Nielsen Indonesia's survey on Kompas Online July 14 2003, the drama Endless Love which was broadcast on Indosiar television in 2002 managed to get a rating of 10. 

This rating means that around 2.8 million people watched the drama in five major cities in Indonesia. This drama is clear evidence that this drama series from the country of ginseng is getting enough attention in Indonesia.

Since then, the Korean wave began to spread in Indonesia through K-Drama. More than 50 South Korean drama series were broadcast on television stations in Indonesia, and of the many K-Dramas that were broadcast on Indosiar, the one that received a high rating was the drama series Full House which reached a rating close to 40 percent when it aired in 2005. 

The South Korean drama series provided major developments in Indonesia, as reported in an article in The Jakarta Post in July 2011 entitled Korean Wave Casts a Spell in Indonesia. Since Winter Sonata has captured the attention of audiences in Indonesia, since then other South Korean drama series have appeared on Indonesian television.

Since the emergence of the Korean wave in Indonesia, this has had an impact on the emergence of the Korean community in Indonesia with nearly 50,000 members joining.

The music from Korean culture that is most widely known is the pop music genre, which is commonly referred to as Korean pop or K-Pop. K-Pop itself is synonymous with the existence of girl bands and boy bands which are a group of women and men who are under a management or agency. 

Some examples of Korean girl groups and boy bands include Super Junior, Blackpink, EXO, TWICE, ITZY, NCT, TXT, and Bangtan Boys (BTS), which have been popular lately. Reporting from matamatamusik.com, BTS occupies the top position for the most popular K-Pop boy band for the April 2021 issue and has held this position for 35 months. 

This boy band also has a very large fan association, even reaching an international level, which is called ARMY (Adorable Representative MC for Youth). Reporting from kompas.com, the term ARMY was inaugurated on July 9, 2013 ago as the name of the BTS fandom.