K-Pop, K-Drama, K-Culture, K-Everything. It is impossible to explain the latest trends in Indonesia without mentioning the influence of South Korea.
Indonesia was the third-largest consumer of K-pop music content last year after Japan and the United States, and the “Hallyu” wave has swept over Indonesian mainstream culture – even to the point of Indonesian politicians in the recent presidential election giving away tickets to K-pop concerts to gain the approval of young voters. The 2021 Lowy Institute Indonesia Poll also found South Korea is at the top of the list for enjoyment of pop culture along with warm feelings towards the country.
Such cultural amalgamation allowed efficient economic and political cooperation between the two nations. Indonesia was the first ASEAN country to hold “Special Strategic Partnership” status with South Korea.
Yet Indonesian citizens’ congenial perspective of South Korea has been shifting in recent times. In January this year, online controversy erupted over the condescending language at the Gold Disc Awards, a K-Music event in Jakarta, and a fight that broke out at the event. This led to a number of Indonesians sharing personal experiences of alleged racism and exclusiveness in South Korea, ranging from discriminatory work practices to rudeness, and even violence.
South Korean enterprises must be wary of the risk that cultural reputations can be hard won and easily tarnished.
This is not the first time Indonesians have expressed ill feelings towards neighbours. China and Japan have faced similar criticism, and such sentiment and the racialised stereotypes that often accompany such attitudes have in the past erupted with civil unrest.
Korean businesses have faced fewer challenges operating in Indonesia by comparison. China and Japan are subjected to a deep-rooted historical antipathy in Indonesia. But South Korean enterprises must be wary of the risk that cultural reputations can be hard won and easily tarnished. The “K-craze” can be undone by instances of perceived discrimination or poor behaviour. The longstanding claims against South Korea’s Korindo Group, for example, alleging the exploitation of rainforests and resources in West Papua, is one such concern.
Korean corporations conducting business should aim to adhere to three key principles. First, integrating with and respecting the local culture and social norms. Second, actively engaging in corporate social responsibility initiatives, giving back to local communities through education, healthcare, and infrastructure projects. Third, upholding transparency, accountability, and adherence to environmental, social and governance standards.
These are sweeping ideas, but when demonstrated, can help to contain inevitable controversies that arise, and preserve a broader reputation.
The South Korea-Indonesia relationship is a mutually beneficial partnership, whether in diversifying trade in an increasingly fraught environment between the United States and China, or through technological transfer. The people of South Korea and Indonesia should go hand-in-hand to construct a robust bond based on mutual cultural acknowledgment and respect.