Cross-cultural connections: K-dramas and how Indonesian brands can ride the Korean wave

Manju Bala

The popularity of K-dramas in Indonesia has resulted in their fans’ love for everything Korean and Omnicom’s Manju Bala says businesses can use this to reach their mainly young and digitally savvy viewers.

Korean dramas, or K-dramas as they are commonly known, have become incredibly popular around the world in recent years. One country in particular where K-dramas have captured the hearts of audiences is Indonesia. In this article, we explore the reasons behind the K-drama craze in Indonesia and provide some numbers to back up its popularity.

Firstly, it is important to understand that K-dramas are not a new phenomenon in Indonesia. They have been popular in the country for over a decade, with the first wave of Korean dramas hitting Indonesian screens in the mid-2000s. However, it wasn't until the early...

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