Ultilization of the Hallyu Phenomenon as Global Advertisements

As an illustration, according to Tatler Asia, Song Joong Ki's fees reach 200 million won per episode of Vincenzo, or around IDR 2.2 billion. Meanwhile, BTS, who had become the BA of Tokopedia in 2019, was also paid handsomely. In 2017, the costs required to cooperate with BTS as BA reached 1.5 billion won, or the equivalent of Rp. 17.8 billion. 

The persistence of local brands in working with Korean celebrities raises the question: are the costs and effort spent to bring these Korean celebrities worth the results? To find out the answer, maybe it's a good idea to know about brand equity, aka brand equity. In simple terms, brand equity can be interpreted as a set of assets that can increase or decrease the value of a brand. If a brand has strong equity, it means that it has a greater chance of being selected in market competition. 

David Aaker, a brand strategy expert from the United States emphasizes the importance of a business having brand equity. According to Aaker, brand equity also plays a role in helping customers interpret and process information, increase trust in purchasing decisions, and influence the customer experience when in contact with the brand. Simply put: brand equity plays a role in shaping market perceptions of a brand. So the existence of this Hallyu phenomenon is very much utilized and maximized for global advertising.

The Impact of the Hallyu Phenomenon

The influence brought by the Korean Wave, in this case, is the spread of young people using Korean style. And it is very unfortunate that the culture of Indonesia itself has become buried. It can be seen from the number of children. young people who choose to use Korean styles compared to Indonesian styles such as Batik. 

Batik itself is now rarely used by young people. In addition, Make Up Nusantara itself is usually only used on traditional occasions and does not become a daily lifestyle. It can even be said that the economic sector that sells or offers Korean products has higher sales than the economic sector that sells or offers local specialties such as batik, songket, weaving, and so on. Even many local products carry Korean themes to attract more buyers due to the high trend of the Korean Wave. 

Apart from being addicted to Korean dramas and fashion films, the Korean Wave phenomenon has also spread to the lifestyle of teenagers in Indonesia. The lifestyle of Indonesian teenagers who are fanatical about Korean culture is starting to experience changes such as following the haircuts of their idol artists, starting to give Korean-style accessories and knick-knacks to show an identity that they are someone who really idolizes and is fanatical about Korean culture. 

Now this culture from Korea has become a lifestyle for Indonesian teenagers. It didn't stop there, the Korean Wave phenomenon also penetrated food consumption in Indonesia. Many Indonesian people have made Korean foods their daily intake, call it Tteokbokki. 

Who doesn't know this food made from rice flour, a food that we can find easily because the sellers have mushroomed everywhere. Besides Tteokbokki, there are also Korean foods and drinks that are popular in Indonesia, such as Dalgona coffee, Kimbab, Kimchi, Hotang, and so on.

In the world of advertising, Indonesia is also not spared from the excitement of this Korean wave. The evidence or fact is the use of an Indonesian product advertisement star with a Korean artist named Siwon by one of the largest food companies in Indonesia, namely Wings Food, in a Mie Sedap advertisement. 

In addition, advertisements using Korean talent boy bands and girl bands, namely BTS, were carried out by one of the largest marketplace companies in Indonesia, namely Tokopedia. The factor of using actors or actresses, boy bands or girl bands is motivated by their popularity. Apart from that, the physical factors of Koreans, especially the artists, who are beautiful and handsome will certainly provide their own value and attractiveness for advertisers to hire them to attract consumers from the advertisement itself.