2021 Report :

The Hallyu Culture

of Indonesian
Millennials & Gen Z

2021 all rights reserved :

 This report presented by :

The Leading Multi-platform

Media Company For
Millennials And Gen-z
Women In Indonesia
With 12,000,000+
monthly unique readers

The most visited

#1
female-focused media
for Korean news and
trends in Indonesia #1
Indonesia
Based on Competitive Traffic Share Female Digital
data from Similarweb, for the
keyword “Korea" compared to Media Ranking
other female media* Source: comScore,
December 2019

Top 60
Most Visited
Website in
Indonesia
#1
Digital Media Group
Source: Alexa,
November 2019
for Millennials & Gen Z

*Popbela.com vs Femaledaily.com, beautynesia.id, fimela.com (Sep, 2020 - Aug 2021)

 Preface

This is Hallyu: the idea that South

Korean culture has been growing in
prominent influence around the
world, as seen from K-Pop topping
worldwide charts, Korean dramas on
streaming platforms, K-Beauty trends
commanding the beauty industry
and Korean culinary trending left and
right.

The spread of Korean culture has

been shaping the lifestyle of many
Indonesians and it's a force that is
getting bigger every year

Here it is:
The Hallyu Culture of
Indonesian Millennials & Gen Z

2021 all rights reserved :

 The Overview

Indonesia is no longer just a market as it becomes a part of the

Hallyu cultural phenomenon, we tried to look at the Top 10 Daily
Search Trendings for the past 30 days - August 19 to September 17,
2021 - to see how much South Korean culture affect the lives of
Indonesian and the results are quite surprising.

NCT 127 Sticker STAYC Hometown cha-cha-cha

20k+ searches 20K+ searches 50k+ searches
(Sept 17, 2021) (Sept 7, 2021) (Aug 28, 2021)

Hospital Playlist 2 Descendants of the Sun Hanbin

10K+ searches 20k+ searches 50k+ searches
(Sept 16, 2021) (Sept 6, 2021) (Aug 27, 2021)

Tunnel Jun Ji Hyun None

20k+ searches 20k+ searches (Aug 26, 2021)
(Sept 15, 2021) (Sept 5, 2021)

Lee Jong Suk Mark Tuan Hometown cha-cha-cha

20k+ searches 20k+ searches 20k+ searches
(Sept 14, 2021) (Sept 4, 2021) (Aug 25, 2021)

None Zombie Detective None

(Sept 13, 2021) 20k+ searches (Aug 24, 2021)
(Sept 3, 2021)

Yeonjun ENHYPEN Crush Red Velvet

20k+ searches 20K+ searches 200k+ searches
(Sept 12, 2021) (Sept 2, 2021) (Aug 23, 2021)

Kim Namjoon KONNECT Ent Nevertheless Eps 10

50k+ searches 10k+ searches 20k+ searches
(Sept 11, 2021) (Sept 1, 2021) (Aug 22, 2021)

Jennie Calvin Klein Jungkook Bobby IKON

50k+ searches 100k+ searches 200k+ searches
(Sept 10, 2021) (Aug 31, 2021) (Aug 21, 2021)

Dita Karang Yeonwoo BTS Map of the Soul

50k+ searches 500k+ searches 50k+ searches
(Sept 9, 2021) (Aug 30, 2021) (Aug 20, 2021)

Aespa Shin Min Ah Park Shin Hye

20k+ searches 20k+ searches 50k+ searches
(Sept 8, 2021) (Aug 29, 2021) (Aug 19, 2021)

One of the TOP 10 Daily Search Trendings in

Indonesia is filled with K-Pop, K-Drama, & Korean
films as the frontline of Hallyu, and there are only
3 days that South Korean culture is not on the list
Source:
trends.google.co.id

2021 all rights reserved :

 Table of Contents

The trend of Hallyu culture among Indonesian

Millennials and Gen Z continues to thrive and
there is no sign of slowing down.

In order to provide a better understanding of

"The Hallyu Culture of Indonesian Millennials &
Gen Z " this report is divided into 3 parts.

Korean
Entertainment

Korean
Fashion &
Lifestyle

K-Beauty

2021 all rights reserved :

 Korean
Entertainment

The popularity of Korean pop

culture & entertainment in the
world is growing tremendously,
as well as in Indonesia.

260%
spike in content views at
popbela.com on articles related to
"Korea Entertainment” (K-Drama
and K-Pop)

220%
Korean Dramas for days
K-Drama craze in Indonesia
has long landed before this
year's lockdown measures,
Growth in content views at
but with more time on their
popbela.com on articles
hands while indoors, further related to "Drama Korea"
translates to the growing
Relevant Keywords: Rekomendasi
enthusiasm of Indonesian for KDrama, Drama Korea, Serial
K-Dramas Korea, Aktor dan Aktris K-Drama

Source:
-Search and Content View @Popbela.com (Apr 1, 2020 - Sept 13, 2021 Compare to Oct 18, 2018 - Mar 31, 2020)

2021 all rights reserved :

 The most popular K-Drama during the pandemic*
(based on article pageviews on Popbela.com, Apr 1, 2020 - Sept 13, 2021)

1 Vincenzo 6 Nevertheless

2 The World of the Married 7 Eternal Monarch

3 Hospital Playlist 8 Start-Up

4 True Beauty 9 Dr. Romantic

5 Penthouse 10 Itaewon Class

Vincenzo, a K-Drama that aired on Netflix on Feb 20,

2021, became the most attractive K-Dramas for
Indonesians, articles related to "Vincenzo" had
>400,000 unique pageviews during the pandemic

Self-Healing with Kpop

K-pop has become a realm
of escape from depression
and anxiety during the
pandemic, listening to their
songs, watching shows and
reading the latest updates
about their favorite K-Pop
Idols becomes self-healing
for Indonesians.

220%
Jump in content views at
popbela.com on articles
related to "K-Pop"

Source:
-Search and Content View @Popbela.com (Apr 1, 2020 - Sept 13, 2021 Compare to Oct 18, 2018 - Mar 31, 2020)

2021 all rights reserved :

 365%
From topping the worldwide
charts, to jaw-dropping dozens
of world records, BTS is still the
most attention-grabbing boy
band in Indonesia.
Growth in content views at
popbela.com on articles
related to "BTS" and all the
members

Indonesians always love to spend their time reading the

latest info and gossip about their K-pop idols, here's a
list of the most viewed K-pop news in Indonesia
(Based on the number of pageviews on Popbela.com)

Spotlight : Articles related to CL &

Rose BLACKPINK at the 2021 Met Gala
get 40,000 content views in 3 days

Tips for Brands :

Ride the content wave
to stay relevant.

TRESemmé focuses on
introducing hyper
relevant content close
to millennial women
who love K-Pop by
collaborating with
Popbela
Source:
-Search and Content View @Popbela.com (Apr 1, 2020 - Sept 13, 2021 Compare to Oct 18, 2018 - Mar 31, 2020)

2021 all rights reserved :

 Korean Fashion
& Lifestyle

From K-Dramas & K-pop,

many Korean fashion and
lifestyle have become viral,
and many Indonesians are
82%
Growth in content views at
proactively seeking popbela.com on articles
information to learn about it related to "Korea"

112%
Growth in content views at
60%
Growth in content views at
popbela.com on articles related popbela.com on articles
to "K-Pop style & trends" related to "K-Drama style
& trends" (actors and
actresses)

Source:
-Search and Content View @Popbela.com (Apr 1, 2020 - Sept 13, 2021 Compare to Oct 18, 2018 - Mar 31, 2020)

2021 all rights reserved :

 Craving for Korean food
From screens to food, this is a prime example of Hallyu
Culture inspires the culinary landscape in Indonesia,
many Indonesians are curious and end up tasting or
just looking for information about it

160%
Growth in content views at
popbela.com on articles
related to "Korean food"

Indonesians are also

curious about the Korean
language, and its use in
daily conversation

200%
Growth in content views at
popbela.com on articles
related to "Bahasa Korea"

60%
South Korea is one of the
must-visit tourist
destinations for Indonesian,
even though in the midst of
a pandemic, Indonesians
Growth in content views at
still love articles about popbela.com on articles
tourism and culture in related to "Wisata Korea"
South Korea
Source:
-Search and Content View @Popbela.com (Apr 1, 2020 - Sept 13, 2021 Compare to Oct 18, 2018 - Mar 31, 2020)

2021 all rights reserved :

 K-Beauty

The momentum continues with K-Beauty, from

popularising the ten-step skincare routine and gradient
lip trend to producing innovative products like the BB
cushion, Korean beauty sets turf as one of the most
popular markets in Indonesia.

250%
Growth in content views at
Popbela.com on beauty
channel related by "Korea"

Indonesian beauty consumers

are also proactive looking for
Korean beauty tips

220%
Growth in content views at
popbela.com on articles
related to "Tips ala Korea"

Source:
-Search and Content View @Popbela.com (Apr 1, 2020 - Sept 13, 2021 Compare to Oct 18, 2018 - Mar 31, 2020)

2021 all rights reserved :

 The most viewed korean beauty tips in 2021
(Based on the number of pageviews on Popbela.com)

The most viewed korean beauty product

recommendation in 2021
(Based on the number of pageviews on Popbela.com)

Source:
-Search and Content View @Popbela.com (Apr 1, 2020 - Sept 13, 2021 Compare to Oct 18, 2018 - Mar 31, 2020)

2021 all rights reserved :

 Key takeouts
For Brands
From music and dramas to culinary and beauty,
the spread of Korean culture has been shaping the
lifestyle of many Indonesians, as the world
continues to evolve, the marketing landscape, too,
must adapt alongside it.

Speak their language.

Explore the opportunity to
deliver the brand messages
through relevant context that
Millennials & Gen Z actively
search and consume.

Go hyper-relevant.
Be the answer and support,
Millennials and Gen Z are
looking to have more specific
needs to fulfill their Hallyu
lifestyle.

Tell your story

Be a part of their life, and make
sure to always tailor made the
brand stories to appeal more
to each persona.

2021 all rights reserved :

REACH YOUR CUSTOMERS IN
OUR PLATFORM

For more information, please contact

ashar.febrianto@idntimes.com
robi.bayugati@idntimes.com
brand.partnership@idntimes.com
 The Leading
Multi-platform Media
Company For
Millennials And Gen-z
Women In Indonesia

With 12,000,000+
monthly unique readers

12,000K+ 2,000K+
Monthly unique Popbela.com website Monthly content shares and
audience (Google Analytics) engagement across all Popbela.com's
operating channels

280K+ 270K+ 1,400K+

Facebook Followers Instagram Followers Tiktok Followers

90%
Of our audience are
below 35 years old

2021 all rights reserved :

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