Riding the K-pop wave: From Indonesia to ‘glocalization’ – Entertainment

Fitriyani Purwaningtyas became enamored with K-pop in 2009 when she discovered TVXQ, the boyband she considers her first foray into the Korean wave. “They’re all-round idols – their voices and choreography are great. I’m still a fan,” said the Jakarta-based employee.

Fitriyani, who also listens to boybands NCT and Stray Kids, said K-pop had become a realm of escape from her daily routine. “When I’m stuck with work during the work-from-home period, I watch their concert videos and videos about people’s reactions to their performances on YouTube,” she said.

Michael Patent, founder and president of brand advisory and integrated marketing agency Culture Group, said K-pop appealed to young Indonesians with an element of escapism and a sense of belonging.

“They can experience something outside the realm of what they might enjoy on a day-to-day basis in their daily…