The Korean Wave, known as Hallyu, has expanded across the world, drawing in audiences with its music, fashion, and especially its dramas (Jin & Yoon, 2016). Asian region, including Indonesia, has become enthusiastic consumer of Korean dramas, or K-dramas, with their popularity reaching high levels (Chandra, 2021). This finding aligns with a Muniyo Quick Polling survey that showed 45% of 362 Indonesian respondents choose K-dramas as their preferred TV series origin.

Motivations for watching K-dramas for Indonesians are multifaceted and deeply intertwined with cultural and personal connections. Indonesian viewers are drawn to the intricate and well-developed plots that K-dramas offer, appreciating narratives that go beyond typical romantic comedies to explore complex themes, social issues, and elements of mystery or historical drama (kumparan.com). Cultural similarities between Korea and Indonesia, such as shared historical experiences and social structures, also contribute to this popularity (Azeharie, 2023).

Furthermore, the appeal of K-dramas in Indonesia highlights Korea's soft power and the expansion of its transnational media. Streaming services have reinforced this, marking a new era of Hallyu. Many Indonesian viewers are drawn to the unique stories, cultural specificity, and captivating actors that K-dramas present, offering a fresh and engaging alternative to local or Western television programs (Chandra, 2021).

The popularity of K-dramas extends beyond dedicated fan circles, with around 68% of respondents acknowledging their widespread appeal. This rise in interest has had a noticeable effect on entertainment exports, with K-drama exports having increased by over 72 percent in 2023 (statista.com). This fact boosts South Korea’s economy. In 2022, overseas sales of Korean television reached over $560 million, a near 30% jump from the previous year, exceeding exports of major industries like batteries and electric vehicles. The industry also creates numerous jobs and boosts tourism (koreaherald.com, koreajoongangdaily.com).

Have you also been swept up in the captivating world of K-dramas? And if so, what draws you to them? Share your thoughts in the comments!

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