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Korean Culture: South Korea’s Soft Power Instrument in Indonesia

Angelique Felicia Yohanes

TP061650

APU3F2211IR

School of Business,

Asia Pacific University of Technology and Innovation

BA (Hons) in International Relations

Nurizzah Hanim Binti Mohmmed Ismail

July 20, 2023

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ACKNOWLEDGMENTS

First and foremost, I would like to praise and gratitude to God, for His blessings that helped

me finish my research properly.

I would like to acknowledge and sincerely thank my supervisor, Ms. Nurizzah Hanim, for

enabling me to complete this final-year project. I was able to complete all my project's writing

stages thanks to her direction and assistance. She has instructed me on the methods for conducting

and presenting the research effectively. Researching and studying under her direction was a

pleasure for me.

I am incredibly appreciative of my entire family's prayers and sacrifices made on my behalf

to educate me and get me ready for the future. I also want to express my gratitude to my friends,

especially Binar Oman and Iim Aditya, who never fail to encourage and support me while I work

to complete the research.

Last but not least, I also would like to express my gratitude to every respondent who

voluntarily took the questionnaire and gave me useful information, which enabled me to finish this

research project.
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ABSTRACT

This study analyzes the occurrence of South Korea's soft power impact on Indonesia

through the Korean cultures. Soft power is defined as the capacity of a state to influence others to

accomplish desired outcomes in a non-coercive way. Korean cultures, such as Korean dramas, K-

pop music, Korean food, and K-beauty products, have achieved substantial appeal and impact

globally, including Indonesia. The purpose of this research is to look into the variables that have

led to the extensive influence of Korean cultures in Indonesia, their effectiveness in promoting

South Korea's positive image, and their implications for bilateral relations between the two

countries. This is accomplished by using a mixed research method that combines qualitative and

quantitative data collection approach. Surveys are administered to Indonesians to collect

quantitative data on the extent of Korean culture's impact and its consequences on their views,

preferences, and attitudes. Document analysis of prior research, government portals, and news are

used to collect qualitative data. From this research, result shows that utilizing Korean culture as a

soft power tool has been an effective approach for South Korea, helping the country to broaden

its presence regionally and globally, economic benefits and opportunities have enhanced due to

the growing recognition of Korean culture in Indonesia, and Korean culture is important in

promoting cultural interaction and comprehension between South Korea and Indonesia. The

outcomes of this study can provide better comprehension of the effectiveness and influence of

Korean cultures as South Korea's soft power instruments, both in Indonesia and globally. This can

also provide additional information and knowledge to future researchers, as well as practical and

theoretical implications for many parties related to this field of study.

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TABLE OF CONTENTS

CHAPTER 1 INTRODUCTION ................................................................................................. 9

1.1 Background to the Study ....................................................................................................... 9

1.2 Problem Statement .............................................................................................................. 11

1.3 Objectives of the Study ....................................................................................................... 12

1.4 Research Questions ............................................................................................................. 13

1.6 Significance of the Study .................................................................................................... 13

1.7 Scope of the Study............................................................................................................... 14

1.8 Limitations .......................................................................................................................... 15

CHAPTER 2 REVIEW OF LITERATURE ........................................................................... 16

2.1 Literature Review ................................................................................................................ 16

2.1.1 Korean Cultures ........................................................................................................... 16

2.1.2 South Korea’s Soft Power............................................................................................. 19

2.1.3 Korean Cultures in Indonesia....................................................................................... 21

2.2 Theoretical Framework ....................................................................................................... 24

2.3 Summary ............................................................................................................................. 25

CHAPTER 3 METHODOLOGY .............................................................................................. 27

3.1 Introduction ......................................................................................................................... 27

3.2 Research Approach and Design .......................................................................................... 27

3.3 Type of Data ........................................................................................................................ 28

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3.4 Data Collection Instrument ................................................................................................. 29

3.4.1 Questionnaire ................................................................................................................ 29

3.4.2 Document Analysis....................................................................................................... 32

3.5 Data Collection Procedure .................................................................................................. 32

3.6 Data Processing Method...................................................................................................... 32

3.7 Ethical Considerations......................................................................................................... 33

CHAPTER 4 RESULTS ............................................................................................................. 35

4.1 Introduction .................................................................................................................... 35

4.2 Demographic Analysis ........................................................................................................ 35

4.3 The Utilization of Korean Cultures as South Korea’s Soft Power Instrument ................... 37

4.3.1 Cultural Promotion ....................................................................................................... 38

4.3.2 Economic Benefits ........................................................................................................ 40

4.3.3 Countering Negative Stereotypes ................................................................................. 41

4.3.4 Diplomatic Relations and Regional Influence .............................................................. 41

4.4 The Influence of Korean Cultures in Indonesia .................................................................. 42

4.4.1 Korean Dramas ............................................................................................................. 43

4.4.2 K-Pop Music ................................................................................................................. 48

4.4.3 Korean Style ................................................................................................................. 55

4.4.4 Korean Food ................................................................................................................. 56

4.4.5 Indonesians Opinion of Korean Cultures’ Influence in Indonesia ............................... 60

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4.5 Korean Cultures’ Impacts on the Bilateral Relation between South Korea and Indonesia. 60

4.5.1 Economic Sector ........................................................................................................... 62

4.5.2 Tourism Sector ............................................................................................................. 64

4.5.3 Education Sector ........................................................................................................... 66

4.5.4 Military Sector .............................................................................................................. 70

CHAPTER 5 DISCUSSION, IMPLICATIONS, CONCLUSION, LIMITATIONS, AND

RECOMMENDATION .............................................................................................................. 72

5.1 Introduction ......................................................................................................................... 72

5.2 Summary and Discussion of Findings................................................................................. 72

5.2.1 Demographic Analysis ................................................................................................. 72

5.2.2 Research Question 1 ..................................................................................................... 73

5.2.3 Research Question 2 ..................................................................................................... 75

5.2.4 Research Question 3 ..................................................................................................... 78

5.4 Implications of the Research ............................................................................................... 81

5.4.1 Practical Implications ................................................................................................... 82

5.4.2 Theoretical Implications ............................................................................................... 83

5.5 Conclusion........................................................................................................................... 83

5.6 Limitations of the Research................................................................................................. 84

5.7 Recommendation for Further Research............................................................................... 85

REFERENCES............................................................................................................................ 87
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APPENDIX A ACADEMIC RESEARCH ETHICS DISCLAIMER ................................... 94

APPENDIX B ETHICS FORM ................................................................................................. 95

APPENDIX C AUTHORISATION FOR USE OF KEY DOCUMENTS ............................. 99

APPENDIX D SUPERVISORY SESSION LOGSHEETS ................................................... 100

APPENDIX E QUESTIONNAIRE ........................................................................................ 102

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LIST OF FIGURES

Figure 1 ......................................................................................................................................... 36

Figure 2 ......................................................................................................................................... 37

Figure 3 ......................................................................................................................................... 39

Figure 4 ......................................................................................................................................... 43

Figure 5 ......................................................................................................................................... 45

Figure 6 ......................................................................................................................................... 46

Figure 7 ......................................................................................................................................... 47

Figure 8 ......................................................................................................................................... 48

Figure 9 ......................................................................................................................................... 49

Figure 10 ....................................................................................................................................... 50

Figure 11 ....................................................................................................................................... 51

Figure 12 ....................................................................................................................................... 52

Figure 13 ....................................................................................................................................... 53

Figure 14 ....................................................................................................................................... 54

Figure 15 ....................................................................................................................................... 54

Figure 16 ....................................................................................................................................... 55

Figure 17 ....................................................................................................................................... 56

Figure 18 ....................................................................................................................................... 57

Figure 19 ....................................................................................................................................... 58

Figure 20 ....................................................................................................................................... 59

Figure 21 ....................................................................................................................................... 60

Figure 22 ....................................................................................................................................... 61
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Figure 23 ....................................................................................................................................... 63

Figure 24 ....................................................................................................................................... 65

Figure 25 ....................................................................................................................................... 66

Figure 26 ....................................................................................................................................... 67

Figure 27 ....................................................................................................................................... 67

Figure 28 ....................................................................................................................................... 68

Figure 29 ....................................................................................................................................... 68

CHAPTER 1

INTRODUCTION

1.1 Background to the Study

South Korea's soft power is a term used to describe the country's cultural influence and

appeal in the international community. Over the past few decades, South Korea has emerged as a

global leader in various cultural industries, including music, film, fashion, and beauty. Joseph Nye

once claimed that with a lengthy track record of successful development in the economy and

modernization, the Republic of Korea has exceptional soft power potential. The Korean wave is

becoming a major player in the global entertainment business as well as the global soft power

arena. It is one of the few Asian phenomena to have succeeded in breaking into American popular

entertainment, which had previously been controlled by American, British, and European

companies. The success of the Korean wave is part of a bigger Korean overhaul of the arts and

entertainment industry in order to represent cultural dominance more forcefully. South Korea's

soft power has been further bolstered by the country's reputation for technological innovation.

South Korea is known for being at the forefront of technological development, particularly in areas

such as electronics and mobile technology. Companies like Samsung and LG have become global
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leaders in these industries, and their products are used by millions of people around the world. The

South Korean government has also been proactive in promoting the country's soft power. The

Korean Wave, or Hallyu, is a term coined by the government to describe the country's cultural

influence abroad. The government has invested in promoting K-pop and K-dramas, as well as

Korean language and culture education programs around the world. Since 2005, the Korean Wave

has become part of South Korean Diplomacy, which is utilized to spread Korean culture in other

nations.

South Korea has an interest in improving its national image through international

cooperation by improving diplomatic infrastructure. To achieve its national interests, the South

Korean government issued a New Asia Initiative policy as a step to build a global network by

focusing on cooperation in the Asian region, especially with ASEAN countries as one of the largest

regional organizations and South Korea’s markers in Asia, therefore establishing and

strengthening relations with ASEAN member countries is important for South Korea. South Korea

utilizes the Korean wave and K-dramas to spread influence and build the image in ASEAN

countries, including Indonesia. South Korean culture has gained significant popularity in Indonesia

over the past decade. The popularity of South Korean culture in Indonesia began with the

widespread consumption of Korean dramas on Indonesians television. The success of K-dramas

in Indonesia has led to a growing interest in other aspects of Korean culture, such as music, fashion,

and cuisine. One of the most significant cultural exports from South Korea to Indonesia is K-pop.

Many Indonesians fans of K-pop groups, such as BTS and Blackpink, regularly follow their

favorite bands and share their music videos on social media platforms like TikTok and YouTube.

Indonesian’s fans also attend concerts and fan meetings held by K-pop groups when they tour

Indonesia. South Korean cuisine has also gained popularity in Indonesia. Korean restaurants and
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cafes are now found in many Indonesians cities, offering a variety of Korean dishes, including

kimchi, bibimbap, and Korean-style fried chicken. In terms of fashion, South Korean fashion and

beauty trends have gained a significant following among Indonesians youth. The rise of Korean

fashion and beauty has led to the emergence of Korean-inspired fashion and beauty stores across

Indonesia, offering a range of products, from clothing and accessories to skincare and makeup.

South Korean culture has also influenced Indonesians language learning trends. Many young

Indonesians are now studying Korean as a second language, in part due to the popularity of K-

dramas and K-pop. Overall, South Korean culture has become a significant part of Indonesians

popular culture, with its influence seen in various aspects of daily life, including music, fashion,

food, and language learning. Moreover, the awareness and spread of Korean culture in Indonesia

has impacted the relations between Indonesia and South Korea in many aspects, including

economics, tourism, education, etc. Due to an undeniable relation between South Korea’s soft

power, culture, and interest in Indonesia, this project will discuss further about the Korean culture

as South Korea’s soft power in Indonesia.

1.2 Problem Statement

Considering the current geopolitical climate, many think that focusing on growing its soft

power instead of its hard power will be more advantageous for South Korea (D. M. Kim, 2022).

Small nations, such as South Korea, can exert more influence by utilizing their soft power assets.

Korean wave is one of Korean cultures are South Korea’s crucial soft power sources which they

utilize to build relations with other countries. Therefore, understanding South Korea’s soft power

instrument which have been utilized mostly and widely, is important. The triumph of Korean

dramas has significantly impacted both South Korea and Indonesia. Korean culture tremendous

popularity has successfully spread the Korean culture in Indonesia, as one of the countries with
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the most K-pop and K-drama fans. It has also assisted South Korea in achieving its national interest

and implementing its policy to strengthen relations with ASEAN member countries (Y. I. Putri et

al., 2020). Despite the significant popularity of Korean culture in Indonesia, there is a lack of

comprehensive research on the effectiveness of Korean culture as a soft power instrument for

South Korea in the country. While it is widely acknowledged that Korean culture has gained

significant traction in Indonesia, there is a need to assess the extent to which it contributes to South

Korea's overall soft power strategy in the country. Furthermore, there is a need of further

assessment about the impact of South Korean culture in Indonesia, as there are a lot of

contradicting arguments about it. Some argued that South Korean cultures have given positive

impacts to Indonesia, in terms of cultural diplomacy, students exchanges, economics cooperation,

etc. However, the country's cultural exports have faced criticism and controversy in Indonesia,

particularly regarding issues of cultural appropriation and representation. Additionally, the

government's promotion of Korean culture has been viewed by some as a form of cultural

imperialism (V. K. Putri & Reese, 2018). This problem statement highlights the need for further

research on the role of Korean culture as a soft power instrument in Indonesia, its impact on South

Korea's global influence, and its impacts on Indonesians from the perspective of Indonesians

citizens and government.

1.3 Objectives of the Study

1. To find out the reason behind the utilization of Korean cultures as a South Korea’s soft

power instrument.

2. To learn how effective are Korean cultures in building South Korea’s image and

expanding South Korea’s influence in Indonesia.

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3. To explain Korean cultures’ influence on the bilateral relation between Indonesia and

South Korea

1.4 Research Questions

1. Why does South Korea utilize Korean cultures as a soft power instrument?

2. How effective are Korean cultures in building South Korea’s image and expanding South

Korea’s influence in Indonesia?

3. How does Korean cultures influence the bilateral relation between Indonesia and South

Korea?

1.5 Hypothesis

H1: The utilization of Korean culture as South Korea’s soft power instrument has been a

successful strategy for South Korea, allowing the state to increase its global and regional presence

and influence while also promoting its national identity and generating economic benefits.

H2: Korean cultures are highly effective in establishing South Korea's positive image and

extending its influence in Indonesia.

H3: Korean cultures positively impacts the bilateral relations between Indonesia and South Korea,

leading to improved diplomatic, economic, and socio-cultural cooperation between the two

countries.

1.6 Significance of the Study

The research’s outcomes can help the public in understanding South Korea's soft power

instruments and how Korean cultures have become one of the most significant. Studying the

popularity of Korean cultures as its soft power may provide a deeper insight into how South Korean

culture contributes to South Korea’s global prominence and national interests, particularly in
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ASEAN countries, such as Indonesia. This research will also provide information about the

effectiveness of Korean cultures in building South Korea’s image and expanding South Korea’s

influence in Indonesia. Therefore, the outcomes of this research can become references and

encourage other potential countries to develop their soft power assets. Furthermore, the influence

of Korean cultures to the bilateral relation between South Korea and Indonesia in order to

understand the impacts of Korean culture and South Korea’s soft power strategy in Indonesia,

whether they are positive or negative. By knowing the impacts, it will help the Indonesians citizens

and government to consider their reactions and behavior towards Korean culture. Moreover, other

scholars examining and creating ideas about the success of other South Korean soft powers, such

as K-pop, games, and food, will benefit from this research.

1.7 Scope of the Study

This research will define soft power in general yet will focus more on South Korea’s soft

power. Furthermore, the research will explain the utilization of South Korea’s soft power in order

to achieve South Korea’s national interests. The researcher will not put much focus on South

Korea’s national interests and goals worldwide but will concentrate in its national interests in

Southeast Asian. The research will further study about the Korean cultures as South Korea’s soft

power. However, the research will be focused on, but not limited to, K-Pop and K-dramas as the

most popular and triumphant Korean cultures. In addition, the researcher will analyze the impact

of Korean cultures as South Korea’s instrument on South Korea and Indonesia. Bilateral relation

between South Korea and Indonesia will be studied in line with Korean cultures’ effects in

Indonesia. Regarding South Korea, this research will mainly focus on the positive impacts of

Korean cultures triumph in Indonesia for South Korea as a state in general, such as their national

interest, national wealth, and pursuit of goals. The researcher will not describe the impact for South
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Korean individuals. In regard to Indonesia, the research will examine the impacts of Korean

culture, both on the state in general and Indonesians individuals. Therefore, the researcher will

research on the impacts of South Korea – Indonesia relation on the growth and development of

Indonesia. In addition, the behavior and reactions of Indonesians citizens towards Korean and

Indonesians culture can be shown in the research.

1.8 Limitations

A few constraints might be identified when conducting the research. The first is limited

access to scholarly articles. Online databases are accessible, yet several databases had few or no

open journals or books on this topic. Researchers must be contacted through email, or subscription

fees must be paid to gain access. Secondly, the current situation in South Korea and Indonesia is

still fluctuate due to the pandemic and post-pandemic effect. Therefore, the data from different

journals and articles are diverse, according to the situation. The researcher must thoroughly select

and analyze the data in order to obtain accurate results. Lastly, the challenge that the researcher

may face is the collection of primary data as the researcher is required to find a considerable

number of respondents from numerous areas in Indonesia.

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CHAPTER 2

REVIEW OF LITERATURE

2.1 Literature Review

2.1.1 Korean Cultures

The Korean citizens have created a distinctive culture according to their exceptional

creative sensibility, dating back to the country's earliest civilizations in prehistoric eras. Due to the

peninsula's geographical location, Koreans were able to absorb both maritime and continental

civilizations as well as a wealth of assets, creating unique cultures that are valuable and interesting

to the world as a whole today as well as then. With music, art, literature, dancing, architecture,

dress, and cuisine, Korea's rich cultural heritage offers a fascinating fusion of tradition and

modernity (Surico, 2023). South Korea has plenty of well-known cultures, including K-Pop, TV

Dramas, Movies, Music, Musical Theatre, Contemporary Dance and Ballet, Contemporary Art,

Contemporary Literature, and Korean Cuisine and Culinary Customs. Among them, the most

popular Korean cultures are K-Pop, TV Dramas, and Movies.

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Twenty-first century K-pop, or Korean pop music, which includes dance-pop, pop ballads,

techno, rock, hip-hop, R&B, and other genres, is one that is expanding more quickly compared to

all others. Formerly known as gayo, or pop music, South Korean popular music is now referred to

as K-pop. In recent years, the word "pop," which initially referred to popular music from the United

Kingdom and the United States, has come to denote famous music from other nations by being

prefixed with the first letter of those nations' names, such as Korea's "K-pop." In 2020, once the

South Korean boy band BTS earned their initial “Top 1 on the Billboard Hot 100 songs chart” with

their first entirely English-language single, "Dynamite," the K-pop frenzy had attained its peak.

Instead of reflecting the accomplishment of a particular band, this result demonstrates how well-

liked K-pop is all over the globe, such as the United States, South America, Europe, Japan, China,

and Southeast Asia. The comparable scenario can also be seen in the skyrocketing YouTube

viewers and rising popularity of the music videos of K-pop artists like the South Korean girl band

BLACKPINK. K-pop's continued growth in fame is also attributed to its followers' active

participation. Idol group members are committed to social media real-time connection with their

global fans in order to rapidly develop better intimacy and relationships with them. Enthusiastic

fan group initiatives support the success of the performers and K-pop as a whole. Through

spreading happiness and pleasures, this inevitably results in the development of deeper ties.

Going past the Korean waves' phenomenon K-dramas, an autonomous genre renowned

throughout the world, are a term used to describe South Korean dramas. When “What Is Love”

made a sensation in China in 1997 and “Winter Sonata” became a huge hit in Japan in 2002,

Korean dramas have steadily gained popularity throughout the globe. In 2019, Netflix's premiere

Korean exclusive drama, Kingdom, was a triumph on the global stage. a remarkable level of praise

for its cinematography, which was supported by a carefully written storyline. This is intriguing
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how overseas fans boldly voiced their admiration for Joseon dynasty attire and architecture on

social media platforms. The growth in gat sales on the international e-commerce platform was

specifically attributed to the increased interest in the traditional Korean headgear for males.

Consequently, in 2020, -dramas, which are renowned for their relevance and cinematography, have

been growing in popularity overseas. It is a result of their financial gain from the over-the-top

(OTT) business, which has accelerated growth globally as a result of COVID-19. Crash Landing

on You, which debuted in 2020, was broadcast on Netflix in 190 nations. The drama centers on a

relationship between a lieutenant in the North Korean Army and a South Korean heiress of a

conglomerate. It created a phenomenon throughout Asia, especially in Japan, where it spent ten

weeks in the top ten TV series on Netflix Japan.

Due to South Korean film sector's rising international prominence and globalization, it has

expanded into a significant international industry. The South Korean film industry is the world's

fifth biggest, after North America, China, Japan, and the United Kingdom, based on the Motion

Picture Association of America (MPAA), whose valuation of South Korean cinema in 2018 was

USD 1.6 billion out of the USD 41.1 billion international movie industry. The world's highest

attendance rate per person is in South Korea, and Korean movies account for 51% of regional box

office receipts. South Korea's movie industry, which has a 101-year heritage, is presently

becoming successfully spread throughout the globe and has received praise for its cinematic

excellence at film festivals worldwide. Bong Joon-ho was the first Korean director to earn the

Palme d'Or at the Cannes Film Festival in 2019 for his most recent picture, Parasite, which already

received four major prizes at the Academy Awards in 2020. It has increased popularity in Korean

films across the globe. International media started seriously covering Korean movies as Parasite

won four Oscars at the 2020 Academy Awards.

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2.1.2 South Korea’s Soft Power

Power is the capacity to influence others in order to get what you desire. Three major

strategies exist for influencing other people's behavior: “attraction that compels others to want

what you want, inducements and payments, and threats of coercion.” A nation may achieve the

results it seeks in international affairs since other nations aspire to emulate it, admire its principles,

follow its lead, and reach its degree of wealth and freedom. Soft power is the ability to influence

others to achieve desired objectives without resorting to coercion (Nye, 2008). Soft power is based

on the ability to influence others' preferences. Soft power is a hallmark of democratic politics

regularly. Intangible assets such as an appealing personality, culture, political principles and

organizations, and policies that are perceived as legal are all linked to the ability to develop

preferences. One will not have to compel others to do something they do not want if he/she can

convince them to want to do what he/she wants. In international politics, soft power resources are

mostly derived from the ideals that an organization or country reflects in its culture, the models it

sets through internal practices and regulations, and the way it manages its relationships with

others. In global politics, an institution or state's cultural expression of its ideals, the models it

provides through its internal procedures and regulations, and the manner in which it manages its

relationships with others all contribute significantly to the assets that form soft power. States utilize

public diplomacy as a tool to deploy those assets in order to engage and appeal to the citizens of

other nations instead of just their governments. By promoting these prospective assets via

broadcasting, funding cultural exports, setting up exchanges, and other means, public diplomacy

aims to entice.

South Korea has the assets to develop soft power, and it is not bound by the geographic

constraints that have hampered its hard power throughout its history. Consequently, South Korea
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is developing a foreign policy that will enable it to play a greater role in the international

organizations and connections that will be critical to international governance. South Korea's

current "soft power" strategy is centered on the dissemination of both traditional and modern

cultural values. The Korean wave has been a global representation of soft power that has attempted

to increase Korean influence. Korean wave's triumph is part of a larger Korean reorganization of

the arts and entertainment industries to project cultural dominance more clearly. The reasons that

prompted the South Korean government to develop its soft power, especially in the field of culture,

because there was an Asian economic crisis in 1997 which impacted the Korean culture and

national enterprises. This encouraged the Korean government to increase and develop Korean

cultural exports. Due to the peak of Korean cultures’ image internationally, the Korean government

gave full support to the spread of Korean culture outside Korea. Since 2005 the Korean Wave has

become a part of South Korean Diplomacy, which is included in the 2006 Diplomatic White Paper.

Since then, the Korean Wave has also been involved in promoting South Korea’s image.

South Korea has two main national policies in implementing its foreign policy, namely,

developing the national economy while strengthening its defense power. South Korea also has

interest in improving its national image through resolving various diplomatic issues and

international cooperation by improving diplomatic infrastructure. The South Korean government

seeks to strengthen human resources with the aim of enhancing diplomatic capabilities to ensure

that South Korea fully reflects its national and international capacities in order to realize the global

vision of Korea which is the main goal in the President Lee Myung Bak’s governance. The Korean

Global Vision is intended to create an image of South Korea that can actively work together

actively and provide solutions for problems faced by international society. The South Korean

government utilizes soft power which can build its capacity to become a global actor. In line with
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its steps to achieve national interests, the government issued the New Asia Initiative policy as a

step to build a global network by increasingly focusing on cooperation in the Asian region,

especially with ASEAN countries, as one of the largest regional organizations in Asia. In addition,

this policy also indicates ASEAN as one of the largest regions and markets for South Korea in

Asia, therefore establishing and strengthening relations with ASEAN member countries is

important for South Korea.

2.1.3 Korean Cultures in Indonesia

In Indonesia, the spread of Korean pop culture started in 2002 after South Korea and Japan

World Cup which was held at the Indonesians TV station. The World Cup moment was later used

to introduce Korean dramas in Indonesia. Since then, the Korean culture has expanded far across

the country. Throughout the last few decades, there have been more concerts and fan gatherings

featuring Korean performers. In addition, there are more and more Korean eateries, Korean

language classes, Korean make-up brands, Korean fashion trends, and travel deals to South Korea

available in Indonesia. Korean TV dramas are being aired more frequently on national Indonesians

TV stations (Amellita, 2010). K-Pop-specific programs showcase Korean music videos and

provide updates on the most recent developments in the Korean music business. A specific section

of several Indonesians national radio stations plays K-Pop music. Radio stations also inform their

audience of the most recent news from Korea when talking about the music or fashion industries.

This occurs not only in large towns but also on all of Indonesia's major islands, including

Kalimantan, Sulawesi, and Bali. Korean culture is being promoted both on and off the internet by

regional and national print media. Given the growth of the Korean Wave in Indonesia, it is

extremely possible that this influences Indonesians people and culture.

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Indonesia came in second place for watching K-pop videos on YouTube, just 0.2% after

South Korea. Moreover, third on the list of nations that tweeted the most about K-pop performers

in 2019 was Indonesia (EGSA UGM, 2020). According to a survey conducted by Korean

Foundation for International Cultural Exchange (KOFICE), Indonesia is the 4th highest country in

the world that is most interested in the Korean wave after Vietnam, India, and Brazil, as 53% of

the respondents are interested in using Korean products and services in 2021. In addition, a 2019

survey conducted by Statista Research Department showed that 49.2% of Indonesians people think

that K-dramas are very popular. Indonesians Institute of Sciences’ survey indicated that 842 of

924 respondents claimed watching K-dramas during the pandemic in 2020. Moreover, a survey by

Snapcart.com (2022) showed that 85% of participants said they do take pleasure in some aspects

of Korean entertainment and culture. 87% of those who responded to the survey said that the

entertainment and culture of Korea had drawn them to go to South Korea. Indonesia exhibits this

eagerness for cultural exchange, and South Korea reciprocates it. For example, well-known Korean

TV shows and reality competitions chose Indonesia as the setting for their productions. Moreover,

both nations are seeing a rise in the cross-border exchange of expertise in the field of education.

Three institutions in South Korea have reportedly begun to offer courses in Indonesians. In a

similar vein, a South China Morning Post’s research reveals that South Koreans comprise one of

the major expat communities in Indonesia, and that many of these individuals travel to Indonesia

to pursue their studies (Rahmawati, 2020).

A study conducted in Malang, Indonesia, revealed that K-Pop influences youths. They

mimic Korean hairstyles and clothing, listen to Korean music, wear the Korean fashion, and learn

the language and traditional culture of Korea (Effendi, 2012). Additionally, he perceives K-Pop as

a vehicle of public diplomacy for the South Korean government. Global activities are held outside
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of South Korea, and Korean musicians are assigned to represent Korea in the fields of food, social

welfare, and other areas. Ambassadors from the Korean Tourism Organization engage

Indonesianss in the organization's efforts while promoting a favorable impression of South Korea.

The Korean Wave as South Korean soft power and public diplomacy instrument has successfully

impacted Indonesians female K-Wavers. The K-Wavers are actively engaged with South Korea

thanks to the Korean craze. Korean culture has been effective in altering the conduct of

Indonesians female K-Waves, especially in the Urbanized region. The K-Wavers are acting in a

Korean way. Korean culture also has a societal influence on the K-Wavers. Their previous

Indonesians mindset and conduct are changed to South Korean by Korean popular culture.

Constant contact to Korean culture gradually instills the K-Wavers with Korean Wave passion,

increasing the likelihood that they will transform their Indonesians mindset and conduct.

Furthermore, citizens were urged to stay at home and refrain from needless mobility

because of COVID-19. For Indonesians who enjoy outdoor socializing, making them remain home

and avoid social gatherings is particularly difficult. Individuals began to depend on digital home

leisure to avoid boredom. The number of Indonesians who watched daily internet movies or

television shows during the pandemic climbed, according to a Nielsen Indonesia poll (Nielsen,

2020). A LIPI survey also found that Indonesians watched more Korean dramas throughout the

pandemic (Rastati, 2020). This issue became very interesting because Korean culture had been

making headlines at that time. Embracing cultural content and engaging in it with others who have

similar preferences is one method to keep in touch during the pandemic. In the midst of the

pandemic, many fans highlighted how supporting Korean culture, either as a recreational or

dedicated fan, might reestablish social connection (McQuate, 2020). While solace is hard to get

from anywhere, many Indonesians fans have found some solace in Korean culture.
 24

2.2 Theoretical Framework

To understand Korean cultures’ success as one of South Korea’s soft power instruments, it

is crucial to study deeply South Korea’s soft powers as one of the key variables. Soft power refers

to a country's ability to influence other countries through attraction and persuasion rather than

coercion or force. The concept was first introduced by Joseph Nye, a political scientist and former

US government official, in his book "Soft Power: The Means to Success in World Politics." (J.

Nye, 2017). Nye argued that soft power is based on three main sources: a country's culture, its

political institutions, and its foreign policies (J. S. Nye, 2008). According to Nye, a country's soft

power depends on its ability to effectively communicate these sources of attraction to other

countries and to demonstrate a genuine commitment to them. He also emphasized that soft power

is not a substitute for military or economic power, but rather a complementary component of a

country's overall national power. Other scholars have further developed and expanded the concept

of soft power. Geun Lee's "theory of soft power and Korea's soft power strategy" provides an

appropriate theoretical framework for investigating South Korea's soft power features. Geun Lee

is a political scientist proposing a theoretical framework for distinguishing hard and soft powers.

Lee's theoretical framework is an outgrowth of Joseph Nye's soft power theory (G. Lee, 2009).

When examined more attentively, Lee's soft power concept appears to represent a general

framework that introduces several novel elements to the soft power idea. Power is considered

"soft" when applied to non-material resources but "hard" when applied to material resources. Lee's

characterization of these two powers enables them to be simply distinguished when employing

hard sources to impose appeal and therefore explains ways to define a power when hard sources

are employed. Another important key variable is Korean culture, which refers to the rich and

diverse customs, traditions, language, arts, cuisine, and lifestyle of the Korean people. It has been
 25

shaped by the country's long history, geographical location, religious beliefs, and interactions with

neighboring cultures (Sendow et al., 2019). Lastly, the Korean culture in Indonesia is also a key

variable that important to be studied, which refers to the adoption, assimilation, and integration of

various aspects of Korean culture within Indonesians society (I. P. Putri et al., 2019). It

encompasses the popularity and influence of Korean cultural products, traditions, language,

entertainment, fashion, beauty trends, and lifestyle choices among Indonesians.

2.3 Summary

From the literature review, the researcher can conclude that South Korea has been

developing its soft power assets and the government has been giving fully support to the

development. The South Korean government employs soft power to increase its potential to

operate on the world stage. Korean cultures are definitely crucial for South Korea as the Korean

culture is South Korea’s principal soft power, which is also an effort to extend Korean influence

on a worldwide scale. A remarkable combination of tradition and contemporary may be seen in

Korea's rich cultural legacy. There is a wealth of unique culture in South Korea, K-Pop and K-

Dramas are the most familiar. The success of the Korean wave is a part of a bigger Korean reform

of the arts and entertainment sectors for the purpose of more visibly demonstrating cultural

domination. The Korean Wave has improved the perception of South Koreans. Undoubtedly, it

has also been proven that one of the greatest national triumph stories of the 20th century is that of

Korea. Furthermore, research showed that South Korea has an interest in Indonesia. The South

Korean government announced the New Asia Initiative strategy as a step to create a worldwide

network by focusing more on collaboration in the Asian region, notably with ASEAN countries, in

line with its efforts to advance national interests. Further, according to this strategy, ASEAN is
 26

one of South Korea's most important markets in Asia. For this reason, it is critical for South Korea

to develop and maintain connections with the ASEAN member states, especially Indonesia, who

has a huge number of Korean cultures’ fans. Data also indicated that the fourth-ranked nation in

the globe in terms of interest in the Korean wave is Indonesia. Indonesia has greatly impacted

by Korean culture, especially among younger people. Korean culture is valued and embraced in

Indonesia, as evidenced by the appeal of K-Pop, TV dramas, Korean food, and Korean cosmetics.

The Indonesians government also welcome the Korean culture and rise Indonesia – South Korea

relations, especially in terms of economic cooperation and cultural diplomacy. In addition, there

is currently no evidence of South Korean cultural imperialism toward Indonesians culture.

Therefore, the researcher needs to do further research about the Korean culture impact towards the

Indonesians culture, Indonesians citizens’ behavior, and the government’s reaction.

 27

CHAPTER 3

METHODOLOGY

3.1 Introduction

This chapter contains the dissertation's research methodology, as the title clearly indicates.

The research approach and design, type of data, data collection instrument, data collection

procedure, and ethical considerations are all more fully described in this section.

3.2 Research Approach and Design

A mixed method was used. In a single research project, mixed methods research mixes

and integrates qualitative and quantitative research approaches. Quantitative research involves

numbers and figures while gathering and analyzing data, whereas qualitative research involves

words and meanings. Graphs and numbers are used to represent quantitative research. It was

employed to validate or test opinions and hypotheses. The topic's generalizable facts were

established through quantitative research. Qualitative research is expressed in words. It helped the

researcher in gaining comprehensive knowledge of ideas, experiences, concepts, or inadequately

understood subjects. In order to better comprehend the Korean waves phenomenon in Indonesia

and respond to the research questions, the researcher required gathering and analyzing both
 28

qualitative and quantitative data. Following the analysis, the researcher integrated or contrasted

the findings to reach a conclusion. The creation of combined qualitative and quantitative research

methodologies was also used to show and validate qualitative findings with quantitative data. The

qualitative approach was adopted to answer the first research question, which is related to the

backgrounds of the utilization of Korean culture as South Korea’s soft power instrument. The

quantitative approach was adopted to answer the second research question, which is related to

South Korea’s image and influence in Indonesia from the Indonesians citizens perspective, and the

quantitative findings are supported and validated by qualitative research. The qualitative approach

was adopted to answer the third research question, which is related to the impact of Korean culture

in the bilateral relation between South Korea and Indonesia, and the results from qualitative

research are supported and validated with the quantitative findings.

3.3 Type of Data

Primary and secondary data sources are used in this study to better comprehend the

problem statement, objectives, and research questions. The researcher employed primary data to

obtain data that had never been published before, was authentic, and was based on objective

criteria. The researcher utilizes questionnaires to collect primary data. To complete the data and

answer the research data more thoroughly, the researcher also used secondary data. Secondary data

was used to help strengthening, testing, or disproving previously collected data as well as

validating data that was gathered through primary research. The secondary data is obtained from

academic journals, books, and online databases that focus on cultural studies, international

relations, soft power, cultural diplomacy, and South Korean culture's global reach, as well as

influence in Indonesia. The researcher also examined reports and strategic documents published

by government agencies, embassies, or cultural institutes, such as the Korean Cultural Center in
 29

Indonesia, because government bodies often track and analyze cultural exchanges and soft power

initiatives. Moreover, the researcher analyzed statistical data related to cultural exchanges between

South Korea and Indonesia, which included information on the number of Korean cultural events,

Korean language learning centers, and the popularity of K-pop and Korean dramas in Indonesia,

from the sources, such as the Korean Ministry of Culture, Sports and Tourism or the Indonesians

Ministry of Education and Culture. In addition, the researcher utilized news articles from reputable

sources that cover South Korean cultural activities in Indonesia, such as online newspapers, online

news portals, and online magazines, which provide insights into recent events, collaborations, and

public perceptions. The researcher was more focused on secondary data dated from 2018 – 2023.

3.4 Data Collection Instrument

3.4.1 Questionnaire

As has been mentioned above, a questionnaire was designed as the data collection

instrument to do quantitative research. A google form used as a questionnaire is created to collect

data that can be retrieved from the respondents' written responses. The researcher used

questionnaires as questionnaires allowed the researcher to collect information from a large number

of populations regarding their behaviors and opinions on Korean cultures in Indonesia and their

impacts on South Korea – Indonesia relations. The responses obtained from the questionnaires

provided valuable insights and helped the researcher understand trends, patterns, and correlations

within a given population. In addition, the questionnaire purpose was to get numeric data of the

spread of Korean cultures in Indonesia and test the hypotheses. The questionnaires were not

targeted to specific communities, such as the K-Pop or Korean drama communities, and specific

age ranges in order to get a more generalize result and to validate the researcher opinion that the

Korean cultures have not just impacted certain communities or certain age ranges in Indonesia.
 30

The questionnaires consisted of some types of questions, which are demographic questions, open-

ended questions, close-ended questions, and multiple choices questions. Demographic questions

collected information about participants' demographic characteristics, such as age, gender,

location, and education level. Open-ended questions allow participants to provide detailed

responses in their own words. These questions did not provide predefined response options, giving

participants the freedom to express their thoughts, opinions, and experiences. For example, the

researcher asked about the participants’ opinions of Korean dramas. Closed-ended questions

provided participants with a set of predetermined response options to choose from, such as yes or

no. For instance, the researcher asked about the participants’ opinion whether the influence of

Korean culture in Indonesia is positive or negative. Multiple choice questions presented

participants with a list of options. For example, the researcher asked about how often the

participants listen to K-Pop music.

Table 1

Questionnaires’ Questions List

Sections Questions
Section 1: Demographic 1. Name
Questions 2. Age
3. City
Section 2: Korean Drama 1. How often do you watch Korean dramas?
2. What do you think of Korean dramas?
3. What is the impact of Korean drama on your life?
4. Do you prefer watching Korean or Indonesians TV
Dramas?
Section 3: K-Pop 1. How often do you listen to K-pop music?
2. What do you think of K-pop music?
3. How often do you go to K-pop music concerts?
 31

4. What is the impact of K-Pop music on your life?

5. Do you prefer listening to K-pop or Indonesians music?
Section 4: Korean Style 1. What do you think of Korean style?
2. Have you been influenced by Korean fashion trends in
your own personal style?
3. Have you ever followed Korean fashion influencers and
adapted their style?
4. Have you ever shopped for Korean brands or brands
inspired by Korean fashion?
5. Have you ever incorporated elements of Korean
streetwear into your outfits?
6. Have you ever tried Korean hairstyles or K-Beauty
makeup techniques?
Section 5: Korean Food 1. How often do you eat Korean food?
2. What do you think of Korean food?
3. How many Korean restaurants are there in your city?
4. Do you prefer eating Korean or Indonesians food?
Section 6: Korean 1. Have you ever learnt Korean language?
Language 2. Have you ever considered to learn Korean language?
Section 7: Visit Korea 1. Have you ever traveled to Korea because of your interest in
Korean culture?
2. Have you ever considered traveling to Korea because of
your interest in Korean culture? Explain your answer!
Section 8: Study in Korea 1. Have you ever studied in Korea because of your interest in
Korean culture?
2. Have you ever considered studying in Korea because of
your interest in Korean culture? Explain your answer!
Section 9: Korean Culture 1. Do you think the influence of Korean culture in Indonesia
Impacts on Indonesia is positive or negative? Explain your answer!
2. Do you think the popularity of Korean culture in Indonesia
will continue to grow in the future?
 32

3. Do you think the Korean culture will replace Indonesians

culture among Indonesians? Explain your answer!
4. Do you think the Korean culture influence South Korea –
Indonesia relations?

3.4.2 Document Analysis

Another collection instrument that is utilized in this research is document analysis, as the

instrument for qualitative research approach. Document analysis is performing a systematic

assessment or evaluation of documents. The researcher examines and interprets the data with the

purpose of comprehending and developing empirical knowledge. There are many different types

of documents that are utilized for systematic analysis as part of the research. These documents

include the strategic documents of the government, journal articles, news, press releases,

organizational and institutional reports, survey data, statistics, etc. As part of the research, the

researcher reviews earlier literature and includes the findings in the report.

3.5 Data Collection Procedure

As the questionnaires were not targeted to specific groups, the researcher shared the

questionnaires on social media platforms, such as Instagram and Twitter, to engage and collect

data from Indonesians citizens. The questionnaires were available in both English and Indonesians

languages to make it easier for Indonesians to comprehend the questions and answer accordingly.

The researcher will continuously spread the questionnaires until the 200 targeted number of

respondents is reached. For the secondary data, the researcher collected the data from Google

Scholars, JSTOR, ResearchGate, etc. by searching for the relevant keywords for the research.

3.6 Data Processing Method

 33

There were several data processing methods that the researcher used while carrying out the

research. The researcher employed descriptive statistics to summarize and describe a dataset's key

features. In addition to giving a clear overview of the data, descriptive statistics also aided in

spotting patterns or trends. Content analysis was also utilized, which is a method of analyzing

textual or visual data, including documents, articles, social media posts, or photos. It entailed

categorizing and examining the information in a methodical manner in order to find themes,

patterns, or trends. Lastly, the researcher employed data visualization, which is the process of

presenting data using visual components including graphs, maps, charts, and infographics. Data

visualization made it easier to identify and explain patterns or correlations by presenting complex

information in an easily understood way.

3.7 Ethical Considerations

Carrying out research calls for competence, conscientiousness, honesty, and integrity to

acknowledge and defend the rights of all individuals. The rights to self-determination, anonymity,

secrecy, and mutual consent must be upheld to make the research ethical. The researcher has

gained written consent to do the research from Asia Pacific University of Technology and

Innovation. Prior to the subjects filling out the surveys, their consent was requested. Informed

consent is the potential subject's voluntary decision to engage in research and is achieved following

integration of key study material. The respondents are aware of their rights to refuse to engage and

to opt out of the research at any time without any consequence. The research's objectives, the

methods that would be utilized to gather the information, and the assurance that there would not

be any dangers or expenses associated with it are all explained to the participants. During the

whole research, secrecy and anonymity are upheld. Anonymity is the state in which respondents

cannot be connected to their distinct answers, even by the researcher. The survey and results
 34

from this research are kept anonymous by omitting the respondent's name, and the written consent

was also separated from the survey. Individuals who are guaranteed secrecy can be assured that

their personal data is not used to identify them in any published reports. By maintaining the

information acquired in this study private and not disclosing the subjects' identities while

summarizing or publishing the study, secrecy is preserved. The surveys were not filled out with

personal information, and they are not numbered until the information has been gathered. In

addition, the ethical notion of self-determination is upheld. By providing them with information

about the research and giving them the option to willingly participate or not, participants

are considered as autonomous entities. Finally, details about the researcher are provided in case

there are any additional queries or grievances.

 35

CHAPTER 4

RESULTS

4.1 Introduction

In this chapter, the results from the primary and secondary research will be analyzed and

explained. The researcher will analyze and describe the result of the questionnaires as the primary

data sources. For this research, a total of 204 respondents from Indonesia has responded to the

questionnaire. The questionnaires’ results will also be supported by secondary data collected from

previous research and surveys, news, and governments’ strategic documents and data. The results

will be divided into three subtopics, which are the Utilization of Korean cultures as South Korea’s

soft power instrument, the influence of Korean culture in Indonesia, and Korean cultures’ impacts

on the bilateral relation between South Korea and Indonesia.

4.2 Demographic Analysis

The demographic information about the respondents was the subject of the first section of the

questionnaires. The 204 respondents' demographic details are displayed in the figures below. The

researcher asked open-ended questions to find out the respondents’ age group and area of

residence. According to the data collected in figure 1, the respondents were divided into six age

groups: 18-21 years, 22-25 years, 26-29 years, 30-33 years, 34-37 years, and older than 37 years.
 36

The figure shows that most of the respondents aged between 18 to 21 years, which is 54% (111

respondents) of the total respondents. It is followed by the respondents aged between 22 to 25

years which account for 34% (69 respondents) of the total respondents. The rest 11 respondents

(5%) were aged between 26 to 29 years, 4 respondents (2%) aged between 30 to 33 years, 3

respondents (2%) aged between 34 to 37 years, and 6 respondents (3%) aged older than 37 years.

Figure 1

Age Group
2% 2% 3%

5%

34% 54%

18-21 22-25 26-29 30-33 34-37 >37

Figure 2 represents the area of residences of 204 respondents which are divided into 4

areas: Bandung, Jabodetabek, East Java, Sumatra, and other areas. From the data collected, most

of the respondents live in Bandung, which account for 43% (88 respondents) of the total

respondents. The second majority of respondents live in Jakarta and its surrounding or Jabodetabek

(Jakarta, Bogor, Depok, Tangerang Bekasi), which is 29% (58 respondents) of the total

respondents. The remaining 26 respondents (13%) live in East Java, 19 respondents (9%) live in

Sumatra, and 13 respondents (6%) live in other areas besides those previously mentioned.
 37

Figure 2

Area of Residence

6%
9%

43%
13%

29%

Bandung Jabodetabek East Java Sumatra Others

4.3 The Utilization of Korean Cultures as South Korea’s Soft Power Instrument

According to the secondary data that has been collected, there are various reasons behind

South Korea’s utilization of Korean cultures as its soft power instrument. Some notable reasons

are cultural promotion, economic benefits, national identity and pride, countering negative

stereotypes, diplomatic relations, and regional influence.

 38

4.3.1 Cultural Promotion

South Korea is aware of the strength and allure of its distinctive cultural products. The goal

of South Korea's strong promotion and export of these cultural products is to broaden its worldwide

impact and improve its image abroad. This can be seen in the government’s initiatives and policies

to promote Korean culture. The Cultural Industry Promotion Act was passed by the government

in 1999 with the intention of fostering the expansion and growth of South Korea's cultural industry

(Saeji, 2021). It offers a legal framework for advancing cultural markets, fostering industry

cooperation, and promoting cultural assets. Moreover, the South Korean Ministry of Foreign

Affairs and Trade stated in the 2008 Diplomatic White Paper that it is Korea's policy to share its

culture with the rest of the globe (Mangku & Larasari, 2022). To increase awareness of Korean

culture on a worldwide scale, the Korean government introduced the "Creative Korea" project in

2009 (T. Y. Kim & Jin, 2016). By presenting its rich cultural legacy, modern entertainment, and

cutting-edge technologies, this project aims to increase South Korea's soft power. In important

places throughout the globe, the Korean government has opened Korean Cultural Centers. There

are 32 cultural centers run by the Korean Culture and Information Service (KOCIS) in 27 different

nations (KOCIS, 2021). These cultural centers, located in Paris, New York, Cairo, Beijing, and

other important cities, work to increase awareness of South Korea through classes and other

cultural events. In addition, the government created the Cultural Promotion Fund, which offers

funding for the creation and promotion of cultural products. The fund additionally promotes

marketing and promotion initiatives abroad to increase the visibility of Korean cultural products

on a worldwide scale For instance, the government has financed a number of performance venues,

such as SM Town and KT K-Live in Seoul (T. Y. Kim & Jin, 2016). Furthermore, the Public

Diplomacy Corps, an association of young people educated to promote Korean culture and interact
 39

with global audiences, was established by the Korean government in 2019 (MOFA Republic of

Korea, 2023). The members of the corps engage in initiatives to promote Korean culture abroad,

such as language instruction and cultural exchange programs.

Fortunately, the country’s efforts to promote its culture have resulted in an increase in

Korean culture’s fans worldwide. In the past ten years, there has been a seventeen times growth in

admirers of Korean culture worldwide. In a poll released by the Korea Foundation in collaboration

with 152 foreign missions, it was discovered that as of December 2021, figure 3 shows that there

were 156.6 million fans of Korean culture worldwide. For the most recent study, an overall 116

countries were polled, which is a 31-country increase over the previous survey's sample size of 85

in 2012 (Hae-yeon, 2022).

Figure 3
 40

4.3.2 Economic Benefits

The expansion of numerous sectors, such as entertainment, tourism, and consumer

products, is a result of the appeal of Korean culture. It is undeniable that Korean culture has made

a notable contribution to the country’s economic growth. With a GDP of only $3.96 billion in

1960, South Korea was a poor, mostly agricultural developing nation. It contrasts sharply with

South Korea's current economic situation when the country's $1.81 trillion GDP placed it 10th

worldwide in 2021 (The World Bank, 2023). K-Pop has involved a lot in South Korea’s economic

development. South Korea's economy is greatly impacted by cultural exports. It made a

contribution of roughly $1.87 billion, or 0.2%, of the GDP in 2004 (AFM Editorial Office, 2022).

The amounts reached approximately $9.48 billion in 2018 and $12.3 billion in 2019. Based on

official estimates, K-Pop contributes around $10 billion to the nation's economy annually,

according to Professor Kim Seiwan of Ewha Womans University (Guo et al., 2021).

Therefore, South Korea aims to strengthen its economy through greater exports, tourism

revenue, and international investment by using Korean culture as a soft power tool. The Popular

Culture Industry Division of the ministry concentrates on Korean pop music, fashion,

entertainment, and other important products. It’s astonishing USD 5.5 billion budget aims to

promote economic expansion, notably by expanding the nation's export sector for the cultural

industry (Martin Roll, 2021). In 2013, with the idea of "the Creative Economy,” which refers to

the fusion of traditional industries and information and communications technologies, Park Geun-

Hye, a former president of South Korea, highlighted the importance of Korean culture in line with

the economic benefits (T. Y. Kim & Jin, 2016). This concept served as a new growth engine for

the country's economy.

 41

4.3.3 Countering Negative Stereotypes

In past times, prejudices and misunderstandings about South Korea have been prevalent.

Back then, South Korea brought to mind the Korean War, the North-South Korean conflict, the

emerging chaebols—many of which struggled greatly during the Asian financial crisis—and the

1988 Summer Olympics in Seoul (Martin Roll, 2021). Overall, not a lot of great or glamorous

things. For everyone outside of Korea, Brand Korea was fairly elusive. With the Korean

waves surge, all of that has begun to alter. Korean waves have given Korea a fantastic opportunity

to present to the rest of the globe its rich culture, people, entertainment, exotic settings, and pan-

Asian celebrities, which create a very powerful brand of South Korea. The spotlight appears to

have moved to Korean values, society, emotions, and the stunning settings presented in Korean

films due to the growing popularity of Korean films and dramas. Consequently, South Korea can

aggressively combat those past preconceptions and portray an improved and nuanced image of the

nation by publicly showing the depth and diversity of Korean culture. In the end, this can be

viewed as the nation redefining its national identity through the nation branding process (S. J. Lee,

2011).

4.3.4 Diplomatic Relations and Regional Influence

Building and fostering diplomatic relations with other countries is made easier for South

Korea by employing soft power through cultural exchanges and cultural diplomacy. Through the

advancement of pop culture, soft power transforms entertainment into a crucial element of

diplomacy. Thus, culture is employed to foster international connection and exchange. Cultural

exchanges foster mutual understanding, communication, and cooperation, which strengthens

bilateral connections and advances larger diplomatic goals (Hocking, 2020). Altogether, 191

nations have diplomatic ties with South Korea as of June 2020 (Ministry of Culture, Sports, 2023).
 42

Innovation is a diplomatic tactic; therefore, South Korea has adapted to modernization. K-Pop

records have been presented as diplomatic gifts, and K-Pop performers are still a part of political

events. In fact, in President Moon's initial formal state visit to China, EXO, who has a sizable

number of fans there, joined him. A further instance was when a Korean ambassador gave BTS'

album to the president of the Philippines at a meeting to talk about the creation of a Korea Town

in the nation's capital. The album indicates how well-liked K-Pop has become there, which

increases South Korea's impact. Moreover, Girls' Generation's Seohyun travelled to North Korea

in 2018 for a show. Red Velvet joined her and sang some of their best-known songs. Kim Jong

Un, the leader of North Korea, reportedly changed his plans to see the girl group before their show

(Villabert, 2020).

The deployment of soft power by South Korea expands its sway throughout East Asia.

South Korea can expand its influence and popularity among its neighbors through exporting

cultural goods, which may have favorable effects on trade, tourism, and regional stability. The

creation of diplomatic relations with China in 1992 and the easing of limitations on Japanese

cultural imports in 1998 made it easier for Korean cultural products to be exported and

subsequently gained appeal abroad (Martin Roll, 2021). Moreover, notwithstanding disputes over

trade and their common past, the culture and tourism ministries of South Korea, Japan, and China

decided to increase cross-cultural, sporting, and interpersonal encounters in 2019. “The three

countries made it clear that future cultural exchanges and cooperation should be conducted based

on the principles of mutual respect and reciprocity and in a way that promotes cultural diversity

and peace in East Asia,” stated the ministers in a joint statement (Shin, 2019).

4.4 The Influence of Korean Cultures in Indonesia

 43

From the data collected in the questionnaire, the researcher can find out the spread and

influence of Korean cultures in Indonesia based on the respondents’ knowledge, interest, and

awareness of Korean cultures. The respondents were asked close-ended and multiple choices

questions about some of the most popular aspects of Korean culture, including Korean dramas, K-

Pop music, Korean food, Korean languages, and Korean styles. The researcher also asked about

the relations between Korean culture and the respondents’ interests in visiting or studying in South

Korea.

4.4.1 Korean Dramas

The second section of the questionnaire focused on Korean dramas in Indonesia, including

the frequencies of watching Korean Dramas among Indonesians, Indonesians opinion of Korean

dramas, Korean dramas impacts on Indonesians life, and Indonesians preferences between Korean

and Indonesians TV series. Regarding their frequencies of watching Korean dramas, it can be seen

in figure 4 that most of the respondents watch Korean dramas several times a week, which

constitutes 53 respondents (26%) out of 204 respondents. The second majority of the respondents

watch Korean dramas several times a month, which constitutes 44 respondents (22%) of the overall

base. 33 respondents (16%) watch Korean dramas several times a year, and the respondents who

watch Korean dramas daily followed closely behind, with 29 respondents (14%) of the total base.

The rest 26 respondents (13%) have never watched Korean dramas, 14 respondents (7%) watch

Korean dramas once a year, and only 5 respondents (2%) watch Korean dramas less than once a

year.

Figure 4
 44

Frequencies of Watching Korean Dramas

2% 13% 14%

7%

26%
16%

22%

Daily Several times a week Several times a month Several times a year
Once a year Less than once a year Never

Moreover, data from Statista about the international viewership of Korean TV series in the

first quarter of 2020 shows that Indonesia had the highest amount of people who watch Korean

dramas very often among other countries, as can be seen in figure 5. According to the survey, 31%

of Indonesians consumers watch Korean dramas very often (Stoll, 2021).

 45

Figure 5

Moving on to the respondents’ opinion of Korean dramas, figure 6 illustrates that the

majority of respondents, which are 50% (101 respondents) of the total respondents, think that

Korean dramas are interesting, which is followed by 27% (55 respondents) of the total respondents

who think that Korean dramas are very interesting. Remaining 13% (27 respondents) of the total

respondents think that Korean dramas are less interesting, 8% (17 respondents) of the total

respondents think that Korean dramas are average, and just 2% (4 respondents) of the total

respondents think that Korean dramas are not interesting.

 46

Figure 6

Opinion of Korean Dramas

2%

13%
27%

8%

50%

Very Interesting Interesting Average Less Interesting Not Interesting

In terms of Korean dramas’ impact on respondents’ life, the researcher allowed the

respondents to choose more than one answer. From the data collected, figure 7 shows that 77

respondents (19%) agreed that Korean dramas have increased their awareness and understanding

of social and cultural issues depicted in Korean dramas. This is followed by 64 respondents (16%)

who consider Korean dramas as a source of comfort during difficult times, 58 respondents (15%)

who think that Korean dramas have allowed them to connect with others who share a similar

interest and foster sense of community, and 51 respondents (13%) whose fashion choices, hairstyle

preferences, or other aspects of their personal style have been influenced by Korean dramas. There

are 41 respondents (10%) who agree that Korean dramas have greatly influenced their life and

have become a significant part of their entertainment and cultural experience. The remaining 38

respondents (10%) have been inspired by Korean dramas to travel to Korea and 35 respondents

(9%) have been inspired by Korean dramas to learn more about Korean cultures. There are only

34 respondents (8%) who think that Korean dramas have minimal impact on their life.
 47

Figure 7

Impact of Korean Dramas on Their Life

8% 10%
9%
15%
10%

16% 19%

13%

Greatly influenced their life and has become a significant part of entertainment and cultural experience
Allowed them to connect with others who share a similar interest & foster a sense of community
Increased their awareness and understanding of social and cultural issues depicted in Korean dramas
Influenced their fashion choices, hairstyle preferences, or other aspects of their personal style
Provided them a source of comfort during difficult times
Inspired them to travel to Korea
Inspired them to learn more about Korean cultures
Had minimal impact on their life

The last question from the questionnaire’s second section asked about the respondents’

preferences between Korean and Indonesians TV Series. It can be seen in figure 8 that most of

respondents prefer watching Korean TV series, which constitutes 78% (160 respondents) out of

204 respondents. Only 22% (44 respondents) of the overall base prefer watching Indonesians TV

series.
 48

Figure 8

Preferences Between Korean & Indonesian TV Series

22%

78%

Korean TV Series Indonesian TV Series

4.4.2 K-Pop Music

K-Pop music in Indonesia was the subject of the questionnaire's third section, including the

frequencies of listening to K-Pop music among Indonesians, Indonesians opinion of K-Pop music,

K-Pop music impacts on Indonesians life, and Indonesians preferences between K-Pop and

Indonesians music. Regarding their frequencies of listening to K-Pop music, figure 9 illustrates

that most of the respondents listen to K-Pop music daily, which constitutes 52 respondents (26%)

out of 204 respondents, followed by the respondents who listen to K-Pop music several times a

week, which constitutes 51 respondents (25%) of the overall base. There are 27 respondents (13%)

who have never listened to K-Pop music. The rest 41 respondents (10%) listen to K-Pop music

several times a month, and 8 respondents (4%) listen to K-Pop music less than once a year, and 5

respondents (2%) listen to K-Pop music once a year. These results are added by the facts that 496

million Indonesians, or 20% of the global audience, watched EXO and Blackpink in 2018.
 49

Moreover, according to the Korean government, Indonesia ranked first globally for YouTube

views of K-pop material in 2019 with 2.62 billion views (Wira, 2020).

Figure 9

Frequencies of Listening to K-Pop Music

4% 13%
2% 26%

10%

20% 25%

Daily Several times a week Several times a month Several times a year
Once a year Less than once a year Never

Talking about the respondents’ opinion of K-Pop music, it can be seen in figure 10 shows

that the majority of respondents, which are 42% (86 respondents) of the total respondents, consider

that K-Pop music is interesting. The second majority of the respondents, which are 29% (58

respondents) of the overall base, think that K-Pop music is very interesting. The remaining 14%

(29 respondents) of the total respondents think that K-Pop music is less interesting, which is

followed by 12% (25 respondents) of the total respondents think that K-Pop music is average. Only

3% (6 respondents) of the total respondents think that K-Pop music is not interesting.
 50

Figure 10

Opinion of K-Pop Music

3%
14%
29%

12%

42%

Very Interesting Interesting Average Less Interesting Not Interesting

Moving on to the respondents’ frequencies of going to K-Pop music concerts, figure 11

shows that most of the respondents have never gone to K-Pop music concert, which constitutes

128 respondents (63%) out of 204 respondents. There are 36 respondents (18%) who go to K-Pop

music concert once a year, 25 respondents (12%) who go to K-Pop music concert less than once a

year, and 15 respondents (7%) who go to K-Pop music concert several times a year.
 51

Figure 11

Frequencies of Going to K-Pop Music Concert

7%

18%

12%
63%

Several times a year Once a year Less than once a year Never

In contrast, secondary data shows that in the Blackpink’s Born Pink World Tour, Indonesia

has the second highest amount of audience, which are around 70,000 people, after Thailand with

85.000 audiences (Hanna, 2023).

Regarding K-Pop music’s impact on respondents’ life, the researcher enabled the

respondents to choose more than one answer. From the responses, figure 12 shows that 74

respondents (20%) agreed that K-Pop music has provided them a source of comfort during difficult

times. There are 57 respondents (16%) who feel that K-Pop music has minimal impact on their

life. This is followed by 54 respondents (15%) who feel that K-Pop music has allowed them to

connect with others who share a similar interest and foster sense of community, 51 respondents

(14%) who feel that K-Pop music has greatly influenced their life and has become a major part of

their music preferences and fandom, and 49 respondents (13%) who feel that K-Pop music has

influenced their fashion choices, hairstyle preferences, or other aspects of their personal style. The

rest 31 respondents (9%) have been inspired by K-Pop music to travel to Korea, 27 respondents
 52

(7%) have been inspired by K-Pop music to learn more about Korean cultures, and 23 respondents’

(6%) social life have been influenced by attending concerts, fan events, or engaging in online fan

communities. Moreover, the impacts of K-Pop music’s impact in Indonesians life can be seen in

how it has led to the emergence of boy and girl bands in Indonesia, such as SMASH and

Cherrybelle, that are greatly affected by Korean music and dancing (Rakhmat & Tarahita, 2020).

Figure 12

Impact of K-Pop Music on Their Life

16% 14%

6%
15%

7%

9%
13%

20%

Has had a significant impact on their life and has become a major part of their music preferences and fandom
Allowed them to connect with others who share a similar interest & foster a sense of community
Influenced their fashion choices, hairstyle preferences, or other aspects of their personal style
Provided them a source of comfort during difficult times
Inspired them to travel to Korea
Inspired them to learn more about Korean cultures
Influenced their social life by attending concerts, fan events, or engaging in online fan communities
Had minimal impact on their life
 53

Regarding their choices between K-Pop and Indonesians music, the respondents were

asked in the final question of the questionnaire's second section. It can be seen in figure 13 that

most of respondents prefer listening to Indonesians music, which constitutes 48% (106

respondents) out of 204 respondents. The rest 48% (98 respondents) of the total respondents prefer

listening to K-Pop music.

Figure 13

Preferences Between K-Pop & Indonesian Music

48%
52%

K-Pop Music Indonesian Music

Furthermore, the results from secondary research indicate that Indonesia ranked the 1st in

countries with the most K-Pop fans on Twitter in 2021, as can be seen in figure 14. In 2021,

Indonesia also led the list for most K-pop Tweets for two years in a row thanks to its horde of

devoted and engaged fans, as can be seen in figure 15 (Y. Kim, 2021).
 54

Figure 14

Figure 15
 55

4.4.3 Korean Style

Respondents’ familiarity and opinion of Korean style are asked in the fourth section of the

questionnaire. When asked about their opinion of Korean style, figure 16 interpret that most of

respondents find that Korean style are interesting, which constitute 48% (99 respondents) of the

overall base. This is followed by 29% (59 respondents) of the overall base who feel that Korean

style is very interesting. There is same amount of the respondents who feel that Korean style is

average and less interesting, which constitutes 10% (20 respondents) of the total respondents. Only

3% (6 respondents) of the total respondents feel that Korean style is not interesting.

Figure 16

Opinion of Korean Style

3%
10%

29%
10%

48%

Very Interesting Interesting Average Less Interesting Not Interesting

Talking about the influence of Korean fashion trends on respondents’ personal style, it can

be seen in figure 17 that most of the respondents have been influenced by Korean fashion trends,

which constitutes 69% (141 respondents) of 204 respondents. The rest 31% (63 respondents) of

the overall base have not been influenced by Korean fashion trends.
 56

Figure 17

Proportion of Respondents Who Are Influenced by Korean Fashion

Trends in Their Personal Style

31%

69%

Influenced Not Influenced

4.4.4 Korean Food

The fifth section of the questionnaire emphasized on Korean food in Indonesia, including

the frequencies of eating Korean food among Indonesians, Indonesians opinion of Korean food,

the number of Korean restaurants in respondents’ cities, and Indonesians preferences between

Korean and Indonesians food. Regarding their frequencies of eating Korean food, it can be seen in

figure 18 that most of the respondents eat Korean food several times a month, which constitutes

69 respondents (34%) out of 204 respondents. The second majority of the respondents eat Korean

food several times a week, which constitutes 53 respondents (26%) of the overall base. 39

respondents (19%) eat Korean food several times a year, and the respondents who never eat Korean

food daily followed closely behind, with 29 respondents (14%) of the total base. The rest 7

respondents (3%) eat Korean food once a year, 5 respondents (3%) eat Korean food daily, and 2

respondents (1%) eat Korean food less than once a year.

 57

Figure 18

Frequencies of Eating Korean Food

3%
14%
1%

3% 26%

19%

34%

Daily Several times a week Several times a month Several times a year
Once a year Less than once a year Never

Moving on to the respondents’ opinion of Korean food, figure 19 illustrates that the

majority of respondents, which are 50% (101 respondents) of the total respondents, think that

Korean food is interesting, which is followed by 27% (55 respondents) of the total respondents

who think that Korean food is very interesting. Remaining 11% (23 respondents) of the total

respondents think that Korean food is less interesting, 9% (19 respondents) of the total respondents

think that Korean food is average, and only 3% (6 respondents) of the total respondents think that

Korean food is not interesting.

 58

Figure 19

Opinion of Korean Food

3%
11%
27%

9%

50%

Very Interesting Interesting Average Less Interesting Not Interesting

When asked about the number of Korean restaurants in their city, figure 20 shows that most

of the respondents answered that there are more than 20 Korean restaurants, which constitutes 70

respondents (35%). This is followed by 51 respondents (25%) who answered that there are 11-20

restaurants in their city and 51 respondents (25%) who answered that there are 6-10 Korean

restaurants in their city. 22 respondents (11%) answered that there are 1-5 Korean restaurants in

their city. There are only 9 respondents (4%) who answered that there is not any Korean restaurant

in their city.
 59

Figure 20

Number of Korean Restaurants in Their City

4%
11%

35%

25%

25%

More than 20 11-20 6-10 1-5 None

Furthermore, Park Tae-Sung, South Korean Ambassador for Indonesia, stated that

“Nowadays, Indonesians love Korean food a lot. The import of Korean food products to Indonesia

has become more than doubled in the last 5 years. You can find hundreds of Korean restaurants

and Korean food products being sold at every big food market in Jakarta,” (Fauzia, 2022). The

Korean Food Industry Association (KFIA) imports a variety of food items from South Korea to

Indonesia since it is aware that Indonesians are interested in Korean cuisine. In numerous

supermarkets, including Lotte Mart, Lotte Wholesale, and Hypermart, KFIA established a specific

area called "I Like K-Food." (Candy, 2021). Moreover, Indonesians purchases of Korean food-

related goods have surged more than five times, according to Tokopedia, one of the largest online

marketplace in Indonesia, as a result of the success of the Korean drama "Start-Up" in 2020–2021

(Global Market Surfer, 2022).

 60

4.4.5 Indonesians Opinion of Korean Cultures’ Influence in Indonesia

Regarding Indonesians opinion of Korean cultures’ influence in Indonesia, figure 21 shows

that majority of the respondents feel that Korean culture has positive impacts on Indonesia, which

constitutes 84% (171 respondents) of the total respondents. Only 16% (33 respondents) of the

respondents feel that Korean culture has negative impacts.

Figure 21

Opinion of Korean Cultures' Influence in Indonesia

16%

84%

Positive Negative

4.5 Korean Cultures’ Impacts on the Bilateral Relation between South Korea and

Indonesia

In September 1973, the two nations formally established diplomatic ties (Embassy of The

Republic of Indonesia in Seoul, 2018). Since "the Joint Declaration on Strategic Partnership to

Promote Friendship and Cooperation in the 21st Century" was signed in Jakarta in December 2006,

relations between the two nations have reached their pinnacle. Three pillars of collaboration—

economic cooperation, sociocultural cooperation, and political and security cooperation—are

 61

outlined in the joint declaration (Mangku & Larasari, 2022). The same goal, ideals, and

determination to support growth in numerous industries are shared by Indonesia and South Korea.

Additionally, they framed it as a team effort with stimulating exercises, assessments, and policy

suggestions from socioeconomic, population, and cultural research.

In the last section of the questionnaire, the respondents were also asked about their opinion

of the influence of Korean Cultures in the bilateral relation between South Korea and Indonesia.

It can be seen in figure 22 that 81% (166 respondents) of the total respondents opine that Korean

culture has influenced the bilateral relations between two countries. Only 19% (38 respondents) of

the total respondents think that bilateral relations have not been influenced.

Figure 22

Opinion of The Influence of Korean Cultures to South

Korea - Indonesia Bilateral Relation

19%

81%

Influenced Not Influenced

Moreover, a significant cultural exchange between South Korea and Indonesia has been

facilitated by the influence of Korean culture in Indonesia. In 2011, the Office of the Korean

Cultural Centre (KCC) in Jakarta was officially opened by the South Korean government. The
 62

building of the KCC Jakarta office, according to Ambassador Kim, was the South Korean

government's answer to the intense interest that the Indonesians people had in Korean culture

(Mangku & Larasari, 2022). A greater comprehension and admiration of one another's cultures has

strengthened bilateral ties in various sectors, including economic, tourism, education, and military.

4.5.1 Economic Sector

Economic interests are the primary emphasis of Korean culture. A remark made by Mr.

Kim Do Hyung, first secretary of the Embassy of the Republic of Korea in Indonesia, stated:

“Another major national interest that South Korea wants to achieve in Indonesia is in the economic

field. South Korea wants to promote substantial medium cooperation and a long-term development

economic plan in Indonesia. South Korea is seeking to expand its role in the international

community by modernizing its economy and culture to provide its experience and expertise with

developing countries, including Indonesia.” (Wahyudiya, 2013). The opening of Lotte Duty-Free,

a South Korean tax-free business in Jakarta, namely at Soekarno-Hatta Airport, is an instance of

South Korea's success in leveraging Korean culture in economic diplomacy (Aziz & Panggabean,

2012).

Moreover, Indonesia itself serves as a destination for South Korean products. The spread

and awareness of Korean cultures in Indonesia have increased Indonesia’s imports of Korean

products and brand, especially the K-Beauty products. From the questionnaire’s answer, figure 23

shows that 118 respondents (58%) have shopped for Korean brands or brands inspired by Korean

fashion. The remaining 86 respondents (42%) have not shopped for Korean brands. Additionally,

According to Statistics Indonesia (BPS), the K-beauty business increased by 9.61 percent in

2022 from the previous year (Retail in Asia, 2022).

 63

Figure 23

Proportion of Respondents Who Have Shopped for Korean Brands or

Brands Inspired by Korean Fashion

42%

58%

Shopped Not Shopped

In addition, South Korea ranked as the seventh-largest investor in Indonesia in 2022,

investing USD 2.29 billion, a 40.06% increase from investment realization in 2021 (Indonesian

Embassy in Seoul, 2023b). Financial institutions from Korea have also selected Indonesia as their

target. In the banking, finance, insurance, securities, and asset management industries, 31 Korean

financial companies have conducted business in Indonesia. Currently, six Korean banks—Hana

Financial Group, KB Bank, Woori Bank, Shinhan Bank, IBK, and APRO—are present in

Indonesia. South Korea is one of Indonesia's most important and active trading partners. Since the

November 2017 accord to increase bilateral ties from a "Strategic Partnership" level to a "Special

Strategic Partnership," total commerce between South Korea and Indonesia has increased by USD

18.57 billion in 2018, up 12.58% from the previous year (Indonesian Embassy in Seoul, 2023a).

Indonesia's foreign minister, Retno Marsudi, referred to the two nations as "unique strategic

partners" whose commerce has increased significantly in the past few years (Hutagalung, 2023).

In 2022, the two nations' previous trade record was surpassed by $20.57 billion. Furthermore, Vice
 64

Minister of Economy and Finance for Korea, Bang Ki-sun, also stated his strong hopes for a

strengthened relationship between the two nations. “Trade volume between the two countries is

expected to reach a new high this year, based on our comprehensive partnership agreement signed

earlier in January,” he stated. “Indonesia is an important investment destination for Korean

companies. Now is the time to further increase our cooperation for the next 50 years to come.”

(Woo-hyun, 2023).

4.5.2 Tourism Sector

A sizable number of Indonesians visitors have been drawn to South Korea by the popularity

of Korean culture in Indonesia, particularly as seen in K-dramas and K-pop. The Korean

government responded by officially opening The Korea Tourism Organization (KTO) office in

Jakarta to facilitate Indonesians to obtain information about South Korea (Mangku & Larasari,

2022). The opening of the KTO office in Jakarta is intended to improve relations between the two

nations, particularly regarding tourism-related issues. From the data collected, it can be seen in

figure 24 that the majority of the overall base are interested in traveling to South Korea due to their

interest in Korean culture, which constitutes 147 respondents (72%). Only 57 respondents (28%)

are not interested in traveling to South Korea. Moreover, KTO Director, Kwon Joong Sool, that

Indonesians' interest in Korea in terms of tourism was recorded to increase the most compared to

the increase in other countries (Mangku & Larasari, 2022). The growth of Indonesians people's

interest in South Korean tourist attractions has steadily increased since 2010.
 65

Figure 24

Proportion of Respondents Who Are Interested in Visiting Korea

28%

72%

Interested Not Interested

Besides those who are only interested, figure 25 shows that 61 respondents (30%) have

traveled to South Korea due to their interest in Korean cultures. The rest 143 respondents (70%)

have not traveled to South Korea. In contrast, secondary research that there were 249,067

Indonesians visitors to South Korea in 2018, an increase of 7.9% over the 230,837 visitors in 2017

(Indonesian Embassy in Seoul, 2023a). Indonesians’ visitors to South Korea increased by about

15% in the first half of 2019 compared to the same period last year as the nation became more

popular as a travel destination for Muslims. In the first half of 2019, South Korea welcomed

approximately 112,000 visitors from Indonesia, according to the KTO (The Korea Times, 2019).
 66

Figure 25

Proportion of Respondents Who Have Visited Korea

30%

70%

Have Visited Have Not Visited

4.5.3 Education Sector

In terms of education, from the questionnaire’s answers, figure 26 represents that 47% (95

respondents) of 204 respondents are interested in studying in South Korea due to their interest in

Korean culture. The remaining 53% (109 respondents) of the total base are not interested in

studying in South Korea. Instead of just being interested in studying in South Korea, it can be seen

in figure 27 that 40 respondents (20%) have studied in South Korea due to their interest in Korean

culture. However, the majority of the respondents, which are 164 respondents (80%), have not

studied in South Korea.

 67

Figure 26

Proportion of Respondents Who Are Interested in Studying in Korea

47%

53%

Interested Not Interested

Figure 27

Proportion of Respondents Who Have Studied in Korea

20%

80%

Have Studied Have Not Studied

Moreover, language is one of the aspects of South Korea and Indonesia relations in

education sector. It can be seen in figure 28 that 64% (131 respondents) of the total respondents

are interested in learning Korean language due to their interest in Korean culture. The rest 36%

(71 respondents) of the total base are not interested in learning Korean language. Moreover, figure
 68

29 illustrates that 45% (91 respondents) of the total respondents have learnt Korean language due

to their interest in Korean culture. The remaining 55% (113 respondents) of the overall base have

not learnt Korean language.

Figure 28

Proportion of Respondents Who Are Interested in

Learning Korean Language

36%

64%

Interested Not Interested

Figure 29

Proportion of Respondents Who Have

Learnt Korean Language

45%

55%

Have Learnt Have Not Learnt

 69

Based on the secondary data, the Korean Culture Center, which has been established by

Korean government in Indonesia, offers programs for Indonesians to learn the Korean

language along with delivering information about South Korean culture. The KCC's social media

coordinator, Maria Margareta, said that the KCC has over 500 students (Mangku & Larasari,

2022). Margareta clarified that enthusiasm in Korean culture, including music and drama, drives

the student's interest. With the use of language study centers and elective classes, universities in

Indonesia have introduced their students to South Korea, particularly in the language sector.

Korean language elective courses were initially offered at National University (UNAS) in 1987

(Nugroho, 2013). Due to the overwhelming demand for the previously opened Korean language

optional programs, Universitas Gadjah Mada (UGM) and the University of Indonesia (UI) opened

Korean language and literature majors in 2003 and 2006 (Nugroho, 2013). In addition, UGM is

one of the universities that founded Indonesia's first Korean study center. In contrast to earlier

departments and study centers, UGM through INAKOS, which is funded by a number of

organizations including the Korea Foundation, Korean Embassy in Indonesia, KOICA, and the

Korean Academy of Languages, has expanded into additional disciplines that are strongly

associated with popular and traditional culture.

Furthermore, both nations have exchanged teachers and teaching staff, experts in the fields

of primary and secondary education, cooperation between universities and schools, the

comprehension of degrees, the development of human resources, the awarding of scholarships,

collaborative research, and the organization of seminars, conferences, and exhibitions. For the time

being, Hankuk University for Foreign Studies (HUFS) and Busan University for Foreign Studies

(BUFS) in the Republic of Korea have both been noted as delivering lectures about Indonesia

(Indonesians Embassy in Seoul, 2023a). In addition, there are now more students studying in
 70

South Korea than ever before. According to data from the Indonesians Embassy in Seoul, just 70

Indonesians attended university in South Korea in 2004. There were 904 more people in December

2013 (Mangku & Larasari, 2022). Additionally, statistics as of February 28th, 2019, indicates that

1,685 Indonesians college students have enrolled in programs in the Republic of Korea. 240

Darmasiswa scholarships and 19 BSBI scholarships have been awarded by Indonesia to students

in the South Korea between 2009 and 2019 (Indonesians Embassy in Seoul, 2023a).

4.5.4 Military Sector

South Korea extensively employs the significance of Korean culture, notably in Indonesia,

as one of the tools for carrying out military activities. This is evidenced when the governments of

South Korea and Indonesia establish close military cooperation. In October 2011, a South Korean

actor traveled to Indonesia on an official trip with the Korean military and Kim Young-san, the

South Korean ambassador to Indonesia. Actor Hyun Bin, a Korean culture icon who is enlisting in

the military, was chosen to represent the South Korean military abroad (The Korea Herald, 2011).

The visit was suggested by the Indonesians government, where Hyun Bin's mega-famous Korean

TV series "Secret Garden" is hugely popular. After much consideration, the Defense Ministry

chose to accept the invitation, seeing it as a chance to support exports by the local defense sector.

According to a Defense Ministry representative, "A Hallyu star in a uniform can enhance the image

of our military." (The Korea Herald, 2011).

Furthermore, the training of Indonesian military troops at the South Korean Presidential

Security Service (PSS) training complex highlights the close ties between Indonesians and Korean

militaries. Military officers are often dispatched to complete study assignments for the Defense

University, Staff and Command College, and Advance Course (Indonesians Embassy in Seoul,

2023a). The continuing cooperation between the armed forces of Indonesia (TNI) and South Korea
 71

was carried out through hosting forums for Army-to-Army Talks, Navy-to-Navy Talks, and

Airman-to-Airman Talks, which served as a venue for expressing the views of both parties. The

fact that South Korea is so passionate about training TNI soldiers has an opportunity to improve

Indonesians military personnel's proficiency with South Korean equipment.

 72

CHAPTER 5

DISCUSSION, IMPLICATIONS, CONCLUSION, LIMITATIONS, AND

RECOMMENDATION

5.1 Introduction

The summary and key findings from the data gleaned in Chapter 4's results will be covered

in this chapter. The researcher will summarize and discuss the results, explain the implications of

the study, conclude the findings, as well as describing the limitations of the study and giving

recommendations for further research.

5.2 Summary and Discussion of Findings

5.2.1 Demographic Analysis

The demographics table below shows that the majority of the respondents aged between

18-21 years constitute 54% of the total respondents. It can also be seen that most of the respondents

live in Bandung, which constitutes 43% of the total respondents.

Table 2

Demographic Items Category Frequency Percentage

18-21 111 54
22-25 69 34
26-29 11 5
Age group
30-33 4 3
34-37 3 2
>37 6 2
Bandung 88 43
Jabodetabek 58 29
Area of Residence East Java 26 13
Sumatra 19 9
Others 13 6
 73

5.2.2 Research Question 1

Why does South Korea utilize Korean cultures as a soft power instrument?

The first hypothesis states that the utilization of Korean culture as South Korea’s soft power

instrument has been a successful strategy for South Korea, allowing the state to increase its global

and regional presence and influence while also promoting its national identity and generating

economic benefits. The hypothesis is validated by the results which show that soft power has

enabled South Korea to promote its culture globally, gain economic advantages, counter negative

stereotypes, and establish diplomatic relations and regional influence. Results show that the

government’s strategy to promote Korean cultures, including passing the 1999 Cultural Industry

Promotion Act as legal frameworks for cultural promotion, launching the “Creative Korea” project

in 1999, establishing Korean Cultural Center in numerous important cities, creating the Cultural

Promotion Fund, which supports marketing and promotion efforts to raise awareness of Korean

cultural products, and establishing the Public Diplomacy Corps, which takes part in campaigns to

advance Korean culture, has been successful in raising the global presence and influence of Korean

culture. It is evidenced by the Korean Foundation’s survey results that show a significant growth

of Korean culture’s fans worldwide from 9.3 million in 2012 to 156.6 million in 2021. The Korean

Foundation also acknowledged a significant outcome in terms of Korean culture's continuous

geographic growth as proven by the increased number of countries who participated in the survey.

Furthermore, results show that the economic initiatives related to Korean culture, such as

the Popular Culture Industry Division USD 5.5 billion budget aiming to promote economic

expansion and the notion of “Creative Economy” in 2013, which served as a new growth engine

for the country's economy, has been outstanding in generating benefits for South Korea. It is

proven by the significant GDP growth from $3.96 billion in 1960 to $1.81 trillion in 2021 and the
 74

GDP growth is influenced by cultural exports which contribute $12.3 billion to the nation’s overall

GDP in 2019. Additionally, K-Pop contributes around $10 billion to the nation's economy

annually.

Moreover, Korean culture, as a soft power instrument, has proven to assist the country in

promoting its national identity. Results show that Korean culture has been successful in

transforming the country’s negative images and stereotypes in the past, which are related to the

Korean War, the North-South Korean conflict, the emerging chaebols, and the 1988 Summer

Olympics in Seoul, to more positive and strong images in recent years, which are related to the

country’s rich culture, values, people, entertainment, exotic settings, and pan-Asian celebrities.

Unquestionably, the Korean culture's most notable impact on South Korea has been the

improvement of its overall reputation as a nation.

Lastly, there are some notable successes in terms of the country’s strategy to increase its

regional presence and diplomatic ties, by utilizing Korean culture as its soft power. It is proven by

a huge number of nations who has diplomatic ties with South Korea, which is 191 nations in June

2020. According to the results, Korean culture has been involved in the country’s diplomatic

affairs, as evidenced by the presence of EXO in President Moon's first formal state visit to China,

the utilization of BTS' album as a diplomatic gift for the president of the Philippines, and the Girls'

Generation's Seohyun and Red Velvet performance in North Korea. Results also show that Korean

culture has assisted the nation in expanding its influence in East Asia, by creating a clear way for

Korean cultural products to be exported, such as the creation of diplomatic relations with China in

1992 and the easing of limitations on Japanese cultural imports in 1998.

 75

5.2.3 Research Question 2

How effective are Korean cultures in building South Korea’s image and expanding South Korea’s

influence in Indonesia?

The second hypothesis states that Korean cultures are highly effective in establishing South

Korea's positive image and extending its influence in Indonesia. This hypothesis is validated by

the questionnaire’s results and supported by secondary research, which show the tremendous

popularity, as well as Indonesians awareness and proximity with several aspects of Korean culture,

including Korean drama, K-Pop music, Korean style, and Korean food. According to the

questionnaire’s results, most of the respondents (26%) watch Korean dramas several times a week,

and there is only 13% who have never watched Korean dramas. These findings are also supported

by the survey from Statista about which shows that Indonesia had the highest amount of people

who watch Korean dramas very often among other countries, which are 31% of the total

Indonesians respondents. Research also has similar results about K-Pop music, as it shows that the

majority of the respondents (26%) listen to K-Pop music daily and there is only 13% who have

never listened to K-Pop music. This means that Korean dramas and K-Pop music have become a

part of Indonesians daily and weekly entertainment activities. The results about K-Pop music are

also supported by the findings from secondary data which show that Indonesia ranked the 1st in

countries with the most K-Pop fans and most K-Pop Tweets on Twitter in 2021 and that 20% of

EXO’s and Blackpink’s global audiences are from Indonesia in 2018. Furthermore, according to

the Korean government, Indonesia ranked first globally for YouTube views of K-pop material in

2019 with 2.62 billion views. In terms of Korean style, results show that 69% of the total

respondents have been influenced by Korean fashion trends in their personal style and 54% of the

total respondents have followed Korean fashion influencers and adapted their style. This means
 76

that Korean styles have highly influenced the fashion trends in Indonesia. Additionally, results

indicate that most of the respondents (34%) eat Korean food several times a month, and there is

only 14% who have never eaten Korean food. This means that Korean food are highly accepted

and loved by Indonesians. The reason is Indonesians and Koreans share similar tastes as they both

enjoy eating spicy cuisine and sauce (Fauzia, 2022). Overall, these results become the evidence

that Indonesians have a proximity and awareness with Korean cultures. However, there are some

contrasting results about Indonesians close relations with K-Pop music. The first is regarding the

Indonesians frequencies of going to K-Pop music concert, as findings show that the majority of

the respondents (63%) have never gone to K-Pop music concert and there is only 7% that go to K-

Pop music concert several times a year. The respondents’ low frequencies of going to K-Pop music

concert might be due to the limitation of this research which does not classify the respondents

based on their economic classes. Therefore, the research cannot further analyze the capability of

the respondents to afford K-Pop concerts’ tickets as they are generally expensive. Nevertheless,

although the questionnaire’s results shows that the majority have never gone to K-Pop concert,

findings from secondary data shows that in the Blackpink’s Born Pink World Tour, Indonesia has

the second highest amount of audience, which are around 70,000 people.

To prove the effectiveness of Korean culture in establishing South Korea's positive image

in Indonesia, the questionnaire’s results show that most of the respondents (50%) feel that Korean

dramas and Korean food are interesting, which is similar to the results of K-Pop music as 42% of

the respondents feel that K-Pop music is interesting. There are only 2% who feel that Korean

dramas are not interesting and 3% who feel that K-Pop music and Korean food are not interesting.

The results indicate that some of the major aspects of Korean cultures, such as the dramas, music,

and food, are highly welcomed and spreading South Korea’s positive images in Indonesia. In
 77

addition, the questionnaire’s results also show that majority of the respondents (84%) feel that

Korean culture has positive impacts on Indonesia. The reason is that Korean cultures have fostered

cultural exchanges and created business opportunities for Indonesians, such as Korean restaurants,

Korean themed cafes and bars, K-Pop related merchandises, etc. (Walden, 2018). This is also

evidenced by the questionnaire’s results about the number of Korean restaurants in respondents’

cities. The majority of the respondents (35%) stated that there are more than 20 Korean restaurants

in their cities.

The extension of Korean culture’s influence in Indonesia is also proven by the

questionnaire’s results which show that there are a similar proportion of the respondents who think

that K-Pop and Korean dramas have greatly influenced their life and become a significant part of

their entertainment and cultural experience, increased their awareness and understanding of social

and cultural issues depicted in Korean dramas, provided them a source of comfort during difficult

times, allowed them to connect with others who share a similar interest and foster sense of

community, influenced their fashion choices, hairstyle preferences, or other aspects of their

personal style, have influenced their social life by attending concerts, fan events, or engaging in

online fan, and inspired them to travel to South Korea and learn more about Korean cultures.

Results show that there is only 16% of the respondents who feel that K-Pop music has minimal

impact on their life and 8% of the respondents who think that Korean dramas have minimal impact

on their life. The findings are further proven by the emergence of Korean-oriented boy and girl

bands in Indonesia. Moreover, the questionnaire’s results indicate that most of respondents (78%)

prefer watching Korean TV series than Indonesians TV series. This is due to the fact that

Indonesians TV series are in a lower quality. Data shows that most of Indonesians TV series have

monotonous storylines, exaggerated character traits, and average effects and editing (Shanazs,
 78

2015). However, there is a contrasting result regarding Indonesians preferences between

Indonesian and K-Pop music, The majority of the respondents (52%) still prefer listening to

Indonesians music than K-Pop music. The reason is that most people tend to be more enjoy

listening to songs in their native language as they can be understood more easily and have more

emotional connection with the listeners. In addition, there are a lot of everlasting songs and bands

in Indonesia that have existed since the 1990s and they are still adored by many Indonesians, from

young to old people, until today.

5.2.4 Research Question 3

How does Korean cultures influence the bilateral relation between Indonesia and South Korea?

The third hypothesis states that Korean cultures positively impacts the bilateral relations

between Indonesia and South Korea, leading to improved diplomatic, economic, and socio-cultural

cooperation between the two countries. According to the questionnaire’s results, most of the

respondents (81%) agree that Korean culture has impacted South Korea and Indonesia bilateral

relations. The hypothesis is validated by the findings that both countries’ government are aware of

the high interest and tremendous popularity of Korean culture in Indonesia, thus they response by

facilitating cultural exchanges, such as opening the Office of the Korean Cultural Centre (KCC)

in Jakarta and enhancing strategy and frameworks to foster the bilateral relations, particularly in

the economic, tourism, education, and military sector. In the economic sector, results find that

Korean cultures have increased Indonesia’s imports of Korean products and brand, particularly K-

beauty products. It is evidenced by the questionnaire’s results that most of the respondents (58%)

have shopped for Korean brands or brands inspired by Korean fashion. It is also supported by the

secondary findings that despite intense rivalry between Western and Japanese cosmetics

businesses, K-Beauty brands are working to expand their market share in Indonesia. Statistics
 79

Indonesia (BPS) also found that the K-beauty business increased by 9.61% from 2021 to 2022.

Results also proved that Indonesians familiarity of Korean cultures has made South Korea

becoming seventh-largest investor in Indonesia in 2022. Korea-based financial institutions have

also chosen Indonesia as their target, as 31 Korean financial companies have done business in

Indonesia. The results have proven that the influence of Korean cultures in Indonesia have not

only given economic benefits for South Korea, but also helping Indonesia to boost its economy.

Therefore, both countries have also agreed to foster economic cooperation by enhancing bilateral

ties from a "Strategic Partnership" level to a "Special Strategic Partnership," which is resulted in

12.58% increased of total commerce between the two countries from 2017 to 2018.

In the tourism sector, results show that the spread of Korean culture in Indonesia has

resulted in the raising interests of Indonesians to visit South Korea, as evidenced by the

questionnaire’s results that the majority of the respondents (72%) state that Korean culture has

raised their interest to visit South Korea. These findings are strengthened by KTO Director Kwon

Joong Sool's remark that Indonesians' interest in travelling to South Korea has increased more than

other nations. However, in contrast with the respondents’ high interest of visiting South Korea,

there are only 30% of the respondents who have visited South Korea. This is also due to the

research limitations that have been mentioned above regarding the economic classes. Travelling

to South Korea requires a considerable amount of money and this research does not analyze the

respondents’ economic capabilities. Nonetheless, secondary research shows that there were 7.9%

increase of Indonesians visitors to South Korea from 2017 to 2018, and 15% increase in the first

half of 2019 compared to the same period last year. Research also finds that besides the interest of

Korean cultures, another major factor that increased Indonesians visitors to South Korea is because

South Korea became a more Muslims-friendly travel destination. In facts, Indonesia is Muslim-
 80

majority country and South Korea has allowed tourists to easily get information about Muslim-

friendly facilities, such as prayer rooms and restaurants selling halal food. Generally, in terms of

tourism cooperation, results show that the influence of Korean culture in Indonesia has brought

more benefit to South Korea than Indonesia,

Based on the findings, Korean culture has also strengthened both countries’ cooperation in

the education sector, particularly in terms of collaboration between schools and universities,

teaching staff exchanges, and language courses provision. The questionnaire’s results indicate that

Korean culture has made 64% of the respondents interested in learning Korean language and 45%

of the respondents learnt Korean language. It is further evidenced by the provision of Korean

language programs in the Korean Cultural Center in Jakarta, the opening of Korean language and

literature majors, as well as Korean study centers in numerous top universities in Indonesia, and

the Indonesian lectures delivery in two universities in South Korea. Moreover, Korean culture has

drawn Indonesians to study in South Korea, as evidenced by the raising number of Indonesian

universities’ students in South Korea from 70 students in 2003 to 1,685 students in 2019. The

Indonesian government also has positive responses by giving 240 Darmasiswa scholarships and

19 BSBI scholarships to Indonesian students in South Korea. However, the questionnaire shows

different results as there is only 47% of the respondents who are interested in studying in South

Korea and 20% of the respondents who have studied in South Korea. As mentioned above, this is

due to the unknown economic, social, and educational backgrounds of the respondents. Studying

abroad requires a lot of consideration, particularly in terms of the cost. In addition, due to the

uncertain educational backgrounds, the respondents might be currently studying or have graduated

from college that make them not interested in studying in South Korea anymore. Overall, the

Korean culture’s impact on educational cooperation has given positive impacts for both countries.
 81

For South Korea, it has given economic benefits due to the high number of Indonesian students

there, as well as increased a deeper understanding of Korean culture in Indonesia. For Indonesia,

it has helped Indonesians in chasing better education, experiencing new places and cultures, and

achieving global experience, which will further impact the country’s growth.

According to the results, South Korea has utilized Korean culture to carry out military

affairs in Indonesia, as evidenced by the presence of Korean drama’s actor, which was selected to

represent the Korean military abroad, in Korean military official trip to Indonesia in 2011. The

presence of the actor was requested by the Indonesian government, which was granted by the

Korean government. This means that Indonesia itself is aware that Korean culture brings great

impact to military cooperation between the two countries. As a result, Indonesia and South Korea

have a strong military tie, as evidenced by the training of Indonesian military troops at the South

Korean Presidential Security Service (PSS) and the constant cooperation between both countries’

armies through numerous forums. In terms of military cooperation, Indonesia has benefited more

as the training of Indonesian armies will advanced their military personnel's proficiency with South

Korean equipment as South Korea has a better military rank (6th of 145) than Indonesia (13th of

145) (GFP, 2023).

5.4 Implications of the Research

The findings of this research can contribute to an improved comprehension of the

effectiveness and influence of Korean cultures as South Korea's soft power instruments, both in

Indonesia and globally. This might give future researchers in this field fresh information

and knowledge. In this section, practical and theoretical implications of the research will be further

explained.
 82

5.4.1 Practical Implications

Practical implications are recommendations and implications drawn from study results that

have obvious significance and applicability to real-life situations and actual decision-making. The

results of the research emphasize the importance of Korean culture as a soft power tool in

Indonesia. This means that South Korea can further utilize its cultural exports to strengthen

diplomatic relations with a variety of other countries. It can foster a favorable atmosphere for

cooperation in a variety of sectors, particularly economic, tourism, and education, by creating a

positive perception of South Korea. According to the outcomes of the study, businesses in both

nations might utilize the widespread acceptance of Korean culture in Indonesia to establish

efficient marketing strategies. including parts of Korean culture into marketing and branding

initiatives. The outcomes of the study also have practical consequences for Indonesia's tourist and

hospitality industries. Businesses in this area can capitalize on the appeal of Korean culture by

providing Korean-themed experiences and entertainment alternatives. Moreover, the study

demonstrates the success of South Korea's soft power diplomacy strategy in Indonesia. South

Korea has gained power, influenced the public's views, and improved its national image by

aggressively boosting Korean cultural products. This means that other nations may benefit from

South Korea's success and utilize comparable soft power strategies to generate favorable opinions

and strengthen ties globally. Additionally, the study emphasizes the significance of education and

training programs in both countries. Considering the importance of Korean culture in Indonesia,

both countries can engage more in educational projects that foster cultural exchange and language

trainings.
 83

5.4.2 Theoretical Implications

Theoretical implications are the wide impacts and consequences of research results for

current theories in a certain area of research. The results of this study can complement the

theoretical comprehension of soft power by giving proof of Korean culture's importance as a soft

power instrument in Indonesia and globally. The study adds knowledges about soft power by

focusing on the unique situation of Korean culture and its influence in Indonesia. The results

also help to advance the theoretical comprehension of how cultural products and exports cross

boundaries, acquire acceptance, and influence domestic cultures and citizens' attitudes in a country.

Furthermore, the study implies that the increasing appeal of Korean culture in Indonesia might

result in higher rivalry among states competing for soft power impact. The results encourage more

research about how various nations strategically utilize their cultural assets in order to extend

impact and seek recognition worldwide. In addition, the results of the study have effects for

theories of cultural diplomacy and national identity. The results demonstrate the value of

leveraging cultural resources to improve a state's reputation and diplomatic ties. The results add to

theoretical arguments about the significance of cultural diplomacy in transforming views, bridging

states, and accelerating national objectives.

5.5 Conclusion

To conclude, the study provides the significance of Korean culture as a powerful tool for

soft power diplomacy in Indonesia. The research emphasizes major key findings by conducting a

comprehensive examination of the influence and recognition of Korean cultural exports such as

Korean food, Korean dramas, and K-Pop music. First, it highlights that employing Korean culture

as a soft power tool has been an effective approach for South Korea, helping the country to broaden

its presence regionally and globally, while simultaneously promoting its culture, strengthening its
 84

national identity, and producing economic advantages. Second, the research demonstrates the

economic benefits and opportunities that have arisen as a result of the growing recognition of

Korean culture in Indonesia. Korean entertainment and products are in high demand, providing

opportunities for Korean businesses to broaden their market reach and boost exports, as well as for

Indonesian businesses to improve their marketing strategy by incorporating aspects of Korean

culture, leading to both countries' economic growth and encouraging closer economic ties between

the two countries. Furthermore, the study highlights the importance of Korean cultural assets in

promoting cultural interaction and comprehension between South Korea and Indonesia. The

growing popularity of Korean culture allows Indonesians to become acquainted with Korean

traditions, principles, and lifestyle, resulting in closer ties and cultural respect between the

countries. Lastly, the research demonstrates the effectiveness of South Korea's soft power

strategy in Indonesia. South Korea have been able to shape public opinion, spread influence, and

improve its national image by effectively promoting Korean cultures This accomplishment

becomes an important model for nations looking to generate positive attitudes and strengthen

partnerships through cultural diplomacy. All in all, the key findings of this study sheds light on the

relevance and implications of Korean culture impacts in Indonesia. The results offer practical and

theoretical implications for various parties and enhance cultural comprehension across countries.

5.6 Limitations of the Research

Although the researcher has made maximum attempts to ensure that the research was

conducted as fairly and accurately as possible, it still does contain some limitations. Firstly,

although the researcher has tried to spread the questionnaire to numerous areas in Indonesia, the

majority of the respondents still live in the big cities, such as Bandung, Jakarta, and Surabaya, and

the results are dominated by the respondents who live in Bandung. The responses from people who
 85

live in small cities and remote areas might be different from those who have been collected.

Secondly, the researcher does not provide questions regarding the respondents’ economic, social,

and educational background. There might be different results if the researcher classified the

respondents based on their economic and social classes. Furthermore, as the questionnaires were

self-administered, there is a chance that respondents answered them quickly and carelessly, which

could lead to bias in the data collection. In addition, the respondents are dominated by youths,

which might have different behavior towards Korean culture in Indonesia with other age groups.

Moreover, as it is very challenging for the researcher to interview government officials that related

to the topic, the researcher only utilizes questionnaire as the data collection instrument. Interviews

might complete the result due to its ability to give better understanding of experiences, phenomena,

and context. Lastly, the secondary research mostly found the most accurate and reliable data and

statistics from 2018 to 2020, because the government of both countries have not updated the data.

Therefore, the situation might be quite different and there might be several changes and

improvements in 2023. However, the results of this study can be used to assist in directing future

research.

5.7 Recommendation for Further Research

To conduct more excellent research in the future, collecting more responses from a larger

age group, such as generation-X and more elderly age group, are highly recommended. Secondly,

further researchers are recommended to spread the questionnaires to many more areas in Indonesia,

particularly small cities and remote areas, in order to extend the scope, location and demographics

of the research. Moreover, further research will have more various and larger scope of results if

the researchers target specific economic and social classes or classify the respondents based on

their classes. Additionally, it is advised that further research be done on the subject utilizing a
 86

qualitative research approach to add more information and confirm the outcomes of the research.

It will be better for researchers to conduct interviews which targeted to specific person and groups

which are more related to the topics, such as the Indonesians Foreign Ministry officials, the

Indonesians Ministry of Education and Culture officials, the Indonesians Embassy in Seoul

officials, the Indonesians Entertainment Industry Professionals, and the Indonesians Fans of

Korean Culture Community. Lastly, in order to get the most updated and accurate data and

statistics, further researchers are recommended to contact and get permission from related

authorities to access the data.

 87

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APPENDIX A

ACADEMIC RESEARCH ETHICS DISCLAIMER

Declaration about ethical issues and implications of research project/assignment

proposals to be included on project/assignment application forms.

Project/Assignment Title:

Korean Culture: South Korea’s Soft Power Instrument in Indonesia

The following declaration should be made in cases where research project/assignment

applicants for a particular project/assignment and the supervisor(s)/lecturer(s) for that

project/assignment conclude that it is not necessary to apply for ethical approval for the research

project/assignment.

We confirm that the University’s guidelines for ethical approval have been consulted and

that all ethical issues and implications in relation to the above project/assignment have been

considered. We confirm that ethical approval need not be sought.

Angelique Felicia Yohanes

Name of Research Project/Assignment Applicant E-signature Date

Nurizzah Hanim
Name of Research Project Supervisor E-signature Date
 95

APPENDIX B

ETHICS FORM

APU / APIIT FAST-TRACK ETHICAL APPROVAL FORM (STUDENTS)

Tick one box (level of study): Tick one box (purpose of approval):

□ POSTGRADUATE (PhD / MPhil / Masters) □ Thesis / Dissertation / FYP project

□ UNDERGRADUATE (Bachelor’s degree) □ Module assignment
□ FOUNDATION / DIPLOMA / Other categories □ Other: _____________________

Title of Program on which enrolled BA (Hons) in International Relations

Tick one box: □ Full-Time Study or □ Part-Time Study

Student Researchers- please note that certain professional organizations have ethical guidelines
Title of project / assignment Korean Culture: South Korea’s Soft Power Instrument in Indonesia
that you may need to consult when completing this form.

Supervisors/Module Lecturers - please seek guidance from the Chair of the APU Research Ethics
Committee if you researcher
Name of student are uncertain about any
Angelique ethical
Felicia issue arising from this application.
Yohanes

YES NO N/A
Name of supervisor / lecturer Nurizzah Hanim
1 Will you describe the main procedures to participants in advance, so ✓
that they are informed about what to expect?

2 Will you tell participants that their participation is voluntary? ✓

3 Will you obtain written consent for participation? ✓

4 If the research is observational, will you ask participants for their ✓

consent to being observed?

5 Will you tell participants that they may withdraw from the research at ✓
any time and for any reason?

6 With questionnaires and interviews will you give participants the option ✓
of omitting questions they do not want to answer?

7 Will you tell participants that their data will be treated with full ✓
confidentiality and that, if published, it will not be identifiable as theirs?

8 Will you give participants the opportunity to be debriefed i.e., to find ✓

out more about the study and its results?
 96

If you have ticked No to any of Q1-8 you should complete the full Ethics Approval Form.

YES NO N/A

9 Will your project/assignment deliberately mislead participants in any ✓

way?

10 Is there any realistic risk of any participants experiencing either ✓

physical or psychological distress or discomfort?

11 Is the nature of the research such that contentious or sensitive issues ✓

might be involved?

If you have ticked Yes to 9, 10 or 11 you should complete the full Ethics Approval Form. In relation to
question 10 this should include details of what you will tell participants to do if they should experience any
problems (e.g., who they can contact for help). You may also need to consider risk assessment issues.

YES NO N/A

12 Does your project/assignment involve work with animals? ✓

13 Do participants fall into any of the Children (under 18 years of age)

following special groups?
People with communication or
learning difficulties
Note that you may also need to Patients
obtain satisfactory clearance
from the relevant authorities. People in custody
✓

People who could be regarded as

vulnerable

People engaged in illegal

activities (e.g., drug taking)

14 Does the project/assignment involve external funding or external ✓

collaboration where the funding body or external collaborative partner
requires the University to provide evidence that the project/assignment
had been subject to ethical scrutiny?

If you have ticked Yes to 12, 13 or 14 you should complete the full Ethics Approval Form. There is an
obligation on students and supervisor to bring to the attention of the APU Research Ethics Committee any
issues with ethical implications not clearly covered by the above checklist.
 97

STUDENT RESEARCHER
Provide in the boxes below (plus any other appended details) information required in support of your
application, THEN SIGN THE FORM.

Please Tick Boxes

I consider that this project/assignment has no significant ethical implications requiring a

full ethics submission to the APU Research Ethics Committee. ✓

Give a brief description of participants and procedure (methods, tests used etc.) in up to 150 words.

The research’s outcomes can help the public in understanding South Korea's soft power instruments and
how Korean cultures have become one of the most significant. A mixed research method was used.
Questionnaires are self-administered to 200 Indonesians to collect quantitative data on the extent of
Korean culture's impact and its consequences on their views, preferences, and attitudes.

I also confirm that:

i) All key documents e.g., consent form, information sheet, questionnaire/interview are
appended to this application.

Or

ii) Any key documents e.g., consent form, information sheet, questionnaire/interview
schedules which need to be finalized following initial investigations will be submitted ✓
for approval by the project/assignment supervisor/module lecturer before they are
used in primary data collection.

e-signature Print Name Angelique Felicia Yohanes Date… … … …

(Student Researcher)

Please note that any variation to that contained within this document that in any way affects ethical
issues of the stated research requires the appending of new ethical details. New ethical consent
may need to be sought.

The completed form (and any attachments) should be submitted for consideration by your
Supervisor/Module Lecturer
 98

SUPERVISOR/MODULE LECTURER

PLEASE CONFIRM THE FOLLOWING:

Please Tick
Box

I consider that this project/assignment has no significant ethical implications requiring a

full ethics submission to the APU Research Ethics Committee

i) I have checked and approved the key documents required for this proposal (e.g.,
consent form, information sheet, questionnaire, interview schedule)

Or

ii) I have checked and approved draft documents required for this proposal which provide
a basis for the preliminary investigations which will inform the main research study. I
have informed the student researcher that finalized and additional documents (e.g.,
consent form, information sheet, questionnaire, interview schedule) must be submitted
for approval by me before they are used for primary data collection.

SUPERVISOR AND SECOND ACADEMIC SIGNATORY

STATEMENT OF ETHICAL APPROVAL (please delete as appropriate)

1) THIS PROJECT/ASSIGNMENT HAS BEEN CONSIDERED USING AGREED APU/SU PROCEDURES AND IS
NOW APPROVED

2) THIS PROJECT/ASSIGNMENT HAS BEEN APPROVED IN PRINCIPLE AS INVOLVING NO SIGNIFICANT

ETHICAL IMPLICATIONS, BUT FINAL APPROVAL FOR DATA COLLECTION IS SUBJECT TO THE
SUBMISSION OF KEY DOCUMENTS FOR APPROVAL BY SUPERVISOR (see Appendix A)

E-signature… … … … … … … … … … … Print Name… … … … … … … … … … … Date… … … …

(Supervisor/Lecturer)

E-signature… … … … … … … … … … … Print Name… … … … … … … … … … … Date… … … …

(Second Academic Signatory)

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APPENDIX C

AUTHORISATION FOR USE OF KEY DOCUMENTS

Completion of Appendix A is required when for good reasons key documents are not

available when a fast-track application is approved by the supervisor/module lecturer and

second academic signatory.

I have now checked and approved all the key documents associated with this proposal e.g.,

consent form, information sheet, questionnaire, interview schedule.

Title of project/assignment Korean Culture: South Korea’s Soft Power Instrument in Indonesia

Name of student researcher Angelique Felicia Yohanes

Student ID: TP061650 Intake: APU3F2211IR

E-signature… … … … … … … … … … … Print Name… … … … … … … … … … … Date… … ……. …

(Supervisor/Lecturer)
 100

APPENDIX D

SUPERVISORY SESSION LOGSHEETS

Student’s Name: Supervisor’s Name:

Angelique Felicia Yohanes Nurizzah Hanim Binti Mohammed Ismail

Items for Records of Supervisor

No. Date Action List
Discussions Discussions Confirmation
• Discuss the • Chapter 3 needs to • Revise
revision of be revised by chapter 3 and
chapter 1-3 elaborating more in theoretical
• Discuss the data collection frameworks.
questionnaire method and revise • Add more
& interviews the research recent
for data method to mixed scholars and
collection. research method. journal
• Theoretical articles dated
frameworks need within 5
to be revised by years.
inserting &
explaining the
1 25/05/23 variables and
putting citations.
• More secondary
data dated from
maximum 5 years
ago are needed.
• Questions for
questionnaire &
interviews will be
reviewed by the
supervisor.
• Interview can be
done online via
email, call, etc.
• Getting • Chapter 1-3 are • Spreading
approval for already fine. questionnaires
the revision • Questions for the and
of Chapter 1- questionnaire & conducting
2 13/06/23 3. interviews are interviews.
• Getting already approved. • Collecting
approval for • Try approaching secondary
the legislative data.
questionnaire
 101

& interviews members to be

questions. interviewed.
• Discussing • While waiting for
the problems the targeted
about the respondents of the
difficulties questionnaire to be
of finding reached, start
people to be collecting
interviewed. secondary data for
• Discussing Chapter 4.
Chapter
4.
• Checking if • Chapter 4 is • Finishing
there is any already fine; chapter 5
change explanation of before the
needed for statements is next
chapter 4. needed in Chapter supervisory
• Discussing 5. meeting.
the changing • Chapter 5 consists
3 05/07/23
of research of the discussions
question, as of the results and
interviewees explanation of the
still cannot statements.
be found. • Results question
• Discussing has been approved
chapter 5. to be changed.
• Showing the
finished FYP
and asking if
4 11/07/23
there is any
revision
needed.
5
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APPENDIX E

QUESTIONNAIRE
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