THE INFLUENCE OF KOREAN CULTURE AS THE BASE OF INDONESIAN MANUFACTURERS IN PRODUCING KOREA INSTANT FOOD

Abstract

Korean Wave or Hallyu is currently very popular in Indonesia. The popularity of the Korean Wave is one of the causes of Korean food becoming popular in Indonesia and it is easy to find Korean instant food, both those that are directly imported from Korea and those that have been produced by Indonesian manufacturers. K-drama and K-pop are Hallyu products that play a major role in popularizing Korean food in Indonesia. The occurrence of the Covid-19 pandemic caused changes in culture, lifestyle and made Hallyu increasingly popular in Indonesia. This study aims to 1) display several brands of South Korean instant products produced by local Indonesians, and 2) reveal the Role of Korean Culture in Product Promotion. This research used a qualitative method and data collection was conducted by interviewing Indonesian producers who produce Korean instant food to find out the reasons that make Indonesian producers interested in producing Korean instant food and what role Korean culture plays in the promotion of Korean instant food products. There are differences between Korean and Indonesian food cultures, and of course cultural adjustments are needed, such as the use of raw materials to taste adjustments. The popularity of the Korean Wave has become the basis for Indonesian manufacturers to produce Korean instant food because of business opportunities.