In e na ional Jou nal o Social Science and Human Resea ch
ISSN (p in ): 2644-0679, ISSN (online): 2644-0695
Volume 08 Issue 11 No embe 2025
DOI: 10.47191/ijssh / 8-i11-82, Impac ac o - 8.007
Page No: 9191-9198
IJSSHR, Volume 08 Issue 11 No embe 2025 www.ijssh .in Page 9191
The In luence o Sou h Ko ean Films on he Appea ance o Food in Indonesia
in 2017-2024
Syekh ena Assy a Maha ani
Uni e si y o Indonesia
ABSTRACT: This s udy examines he in luence o Sou h Ko ean ilms and d amas on he a ie y o Ko ean ood in Indonesia
since 2016. Ko ean ood in K-d amas and K- ilms no only complemen s he s o y bu also shapes consume in e es in Indonesia.
The au ho employs he concep o gas odiplomacy o illus a e he applica ion o popula media in cul u al p omo ion. The esul s
show ha Ko ean es au an s in Indonesia ha e begun o adap hei ood se ice o ma ch wha is displayed on sc een, including
he use o me al cu le y and banchan. Local ac o s such as halal ce i ica ion and as e adjus men s a e also impo an in a ac ing
Indonesian consume s. This s udy con i ms ha popula cul u e can in luence consump ion ends and c ea e oppo uni ies o c oss-
bo de culina y businesses.
KEYWORDS: Gas odiplomacy, Food, Ko ean Wa e, Indonesia, Film
I. INTRODUCTION
Sou h Ko ea has success ully le e aged i s cul u al in luence as a diploma ic ool h ough a global phenomenon known as he
Ko ean Wa e, o K-Wa e. This encompasses he global sp ead o Sou h Ko ean popula cul u e, including music (K-pop), d amas
(K-D ama), and ilms, known as Hallyu. In 2016, he in luence o Sou h Ko ean ilms and d amas on ood p esen a ion in Indonesia
g ew in popula i y. The appe izing isualiza ion o adi ional Ko ean ood in a ious ilm and d ama scenes in luenced he way
ood was se ed in Ko ean es au an s in Indonesia. This includes able se ings, he use o ypical Ko ean cu le y, and he
p esen a ion o dishes ha esemble hose depic ed in Ko ean media. Acco ding o (Wachyuni, 2023), he isualiza ion o ood in
Ko ean d amas appeals o iewe s, encou aging hem o seek ou culina y expe iences a local es au an s.
The global popula i y o K-pop, Ko ean ilms, and d amas has inc eased in e es in Ko ean cul u e, including i s ood. Ko ean
ood is no only pa o popula cul u e bu also e lec s he unique his o ical and geog aphical alues o he Ko ean Peninsula. Many
misconcep ions a ise om he dominance o Chinese his o ical na a i es, which misunde s and he iden i y o K- ood. Ko ean ood
de eloped in geog aphical isola ion, u ilizing local ing edien s such as cabbage, soybeans, and chili peppe s h ough e men a ion
o c ea e Kimchi and Jang.
(Kwon, 2023)
The In luence o Sou h Ko ean Films on he Appea ance o Food in Indonesia in 2017-2024
IJSSHR, Volume 08 Issue 11 No embe 2025 www.ijssh .in Page 9192
This is suppo ed by Sou h Ko ea's gas odiplomacy s a egy, which p omo es culina y cul u e h ough popula media. Ko ean
es au an s in Indonesia adap hei ood p esen a ion o consume expec a ions in luenced by Ko ean media. In addi ion o he isual
in luence in ilms and d amas, he sp ead o Ko ean ood cul u e in Indonesia is suppo ed by he Sou h Ko ean go e nmen 's
gas odiplomacy policy. Acco ding o (Jin, 2016), Sou h Ko ea u ilizes pop cul u e, including K-d ama and K-pop, o in oduce i s
adi ional culina y cul u e. Ko ean ood has become a ool o cul u al diplomacy, s eng hening Sou h Ko ea's posi i e image. In
Indonesia, his is e lec ed in he g owing numbe o Ko ean es au an s ha ha e eme ged, o e ing la o s ailo ed o local as es.
(Kim & Lee, 2017).
The po ayal o ood in Ko ean ilms and d amas is no only o isual appeal, bu also o shaping global cul u al pe cep ions.
Appealing ood in popula na a i es helps Ko ean cul u e es ablish culina y s anda ds ha a e adop by in e na ional audiences,
including hose in Indonesia. Ko ean cul u al consump ion encompasses music, d ama, li es yle, and ood, which become cul u al
iden i ies ansmi ed h ough popula media. In 2016, g owing in e es in Ko ean d amas ea u ing oods like kimchi, bibimbap,
and Ramyeon led Indonesian consume s o seek simila dining expe iences. Ko ean es au an s in Indonesia began modi ying hei
ood p esen a ion me hods o esemble hose depic ed in Ko ean media, including he use o me al cu le y and he p esen a ion o
Banchan (Banchan). This phenomenon demons a es he in luence o Sou h Ko ean popula media on culina y p ac ices ab oad.
The success o Sou h Ko ea's gas odiplomacy in Indonesia s ems om he abundance o Ko ean es au an s and he adop ion
o Ko ean culina y cul u e by Indonesians. Sou h Ko ea uses media such as d amas and music o in oduce adi ional oods, which
Indonesians hen adap . This illus a es he impac o popula cul u e on culina y p e e ences and he eme gence o new business
oppo uni ies in o he coun ies. Howe e , Ko ean ood in Indonesia also aces challenges, including di e ences in as e, limi ed
access o au hen ic ing edien s, and he need o halal ce i ica ion. To add ess hese challenges, Ko ean culina y businesses in
Indonesia need o adap by conside ing local p e e ences and ensu ing ha hei p oduc s align wi h Indonesian cul u al and eligious
alues.
Based on he p e ious explana ion, Indonesia has expe ienced a signi ican inc ease in he consump ion o Sou h Ko ean popula
cul u e, especially ilms and ele ision d amas, since he ea ly 2010s. A clea impac o his is he wide a ie y o Sou h Ko ean
es au an ood in Indonesia, in luenced by he isualiza ion o Ko ean ood in d amas and ilms, which in luences Indonesian
consume s' expec a ions o Sou h Ko ean cuisine. In 2016, an inc easing numbe o Sou h Ko ean es au an s c ea ed a ia ions o
ood om Sou h Ko ean media, showing ood in isual media as an e ec i e cul u al and li es yle p omo ion ool. This end is no
only happening in Indonesia, bu also globally. Da a om he Ko ean Founda ion o In e na ional Cul u al Exchange and S a is a
(2025) shows ha he popula i y o Ko ean cuisine in he wo ld inc eased om 42.7% in 2017 o 53.7% in 2024. This shows ha
K- ood has become pa o a global iden i y associa ed wi h mode ni y, heal h, and he aes he ics o Sou h Ko ean media. The
isualiza ion o ood in K-d amas and K- ilms has c ea ed a cul u al desi e, whe e iewe s no only wan o imi a e Ko ean clo hing
s yles o music, bu also Ko ean ea ing habi s and ypes o ood (Ko ean, 2025).
(Ko ean, 2025)
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IJSSHR, Volume 08 Issue 11 No embe 2025 www.ijssh .in Page 9193
In his con ex , Ko ean ood has become a symbol ich in cul u al meaning. (Kwon, 2023) explains ha Ko ean ood is no only
delicious bu also e lec s he philosophy o balance and ha mony. This shapes Indonesian consume s' pe cep ions ha Ko ean ood
is heal hy and has au hen ic adi ions. The g owing in e es in Ko ean es au an s in Indonesia e lec s he in e ac ion be ween
media, cul u e, and culina y as es. The eme gence o Ko ean ood a ian s in Indonesian es au an s is in luenced by local
adap a ion s a egies aimed a making K- ood mo e accep able o consume s. Many es au an s adjus hei spiciness le els, use
halal mea , and main ain hei p esen a ions o sui local p e e ences. This p ocess s eng hens K- ood's posi ion as a global cul u al
p oduc ha is bo h lexible and adap able o local as es wi hou comp omising i s au hen ic iden i y.
Gas odiplomacy is a o m o public diplomacy ha uses ood o c ea e a posi i e image o a coun y and s eng hen in e na ional
ela ions h ough culina y p og ams. Food is conside ed an e ec i e way o con ey na ional cul u e and iden i y o he in e na ional
communi y. In he Indonesian con ex , he inc ease in consump ion o Sou h Ko ean ilms and d amas since he ea ly 2010s has
inc eased public in e es in Ko ean cul u e, including culina y a s. The p esen a ion o ood in Ko ean media has in luenced he
expec a ions o Indonesian consume s, esul ing in many Ko ean es au an s displaying p esen a ions simila o hose depic ed in
Ko ean media. (Cowan, 2022).
Among he a ious coun ies ha u ilize he cul u al indus y o expand hei in luence in Indonesia, he au ho no es ha Sou h
Ko ea plays a signi ican ole in he ood sec o , pa icula ly h ough he expansion o Ko ean ood businesses in he Indonesian
ma ke . This s a egy is pa o gas odiplomacy, whe e Sou h Ko ea le e ages he popula i y o pop cul u e such as K-pop and
Ko ean d amas o encou age he accep ance o i s adi ional oods in a ious coun ies, including Indonesia. This s a egy is pa
o gas odiplomacy, whe e Sou h Ko ea le e ages he popula i y o pop cul u e, such as K-pop and Sou h Ko ean d amas, o inc ease
he accep ance o i s adi ional oods in a ious coun ies, including Indonesia. Sou h Ko ean ood is p esen no only as impo ed
p oduc s, bu also h ough he de elopmen o es au an s in majo ci ies. Acco ding o a Kompas epo , Indonesia is now one o
he mos signi ican ma ke s o Sou h Ko ean ood businesses. Se e al well-known b ands, including BBQ, Ojju, and Mukbang,
ha e es ablished nume ous b anches ac oss a ious egions o Indonesia. In addi ion, he Ko ea Ag o-Fishe ies & Food T ade
Co po a ion (a Cen e o Jaka a) no ed ha he inc easing in e es o he Indonesian public in Sou h Ko ean ood has also
encou aged expo s o Sou h Ko ean ood ing edien s o he Indonesian ma ke . The e o e, he au ho chose Sou h Ko ea as he
coun y o be s udied in dep h in his esea ch.
Wi h he inc easing numbe o Sou h Ko ean ilm en husias s in Indonesia, he e has been an inc ease in in e es in Sou h Ko ean
cul u e, including culina y a s. This phenomenon is e iden in he inc easing numbe o Sou h Ko ean es au an s and he popula i y
o oods such as Kimchi, T eokbokki, and Bibimbap. Exposu e o Sou h Ko ean culina y cul u e h ough d amas and ilms has
shaped new p e e ences in ood consump ion in Indonesia. The e o e, he ques ion ha will be aised in his pape is: How did Sou h
Ko ean ilms in luence he a ie y o oods in Indonesia in 2016? The au ho uses he heo y o gas odiplomacy o examine how
ood is used as a means o sp eading cul u e and c ea ing in e es be ween na ions. (S. Rockowe , 2012)
II. ANALYTICAL FRAMEWORK
This s udy examines p e ious esea ch on he in lux o Sou h Ko ean cul u e in o Indonesia h ough popula media, pa icula ly
Ko ean ilms and d amas. This popula cul u e, d i en by globaliza ion, has gi en ise o c oss-cul u al consump ion ends,
including in he culina y aspec . Acco ding o Mu ahi , Nas ullah, and A i (2023), he popula i y o Ko ean ilms and d amas has
con ibu ed o an inc easing in e es in Ko ean ood among Indonesians, which has been adap ed o he local con ex h ough he
p ocess o glocaliza ion. Popula cul u e, known as he "Ko ean Wa e," has sp ead widely o a ious coun ies, including Indonesia,
and has in luenced li es yles and consump ion pa e ns ac oss hese coun ies. The issue o ansna ionalism has impac ed he
domes ic indus y, whe e Indonesian ood p oduce s ha e c ea ed Ko ean-s yle ins an ood p oduc s as an adap a ion o global
as es in luenced by Ko ean Pop Music and Ko ean D amas.
This phenomenon has inc eased Indonesian socie y's in e es in Sou h Ko ean p oduc s, including culina y and en e ainmen
o e ings, e lec ing he signi ican in luence o globaliza ion and c oss-cul u al in e ac ions be ween coun ies. Along wi h he
inc easing popula i y o Ko ean d amas and music (Ko ean Pop Music), culina y consump ion in Sou h Ko ea in Indonesia has also
inc eased, wi h p oduc s such as (T eokbokki, Mandu, Kimchi, Soju), which a e now widely ound. This inding aligns wi h he
esul s o O nond and Sulian i (2014) and King (2015). This indica es ha social, cul u al aspec s, as well as symbolic and i ual
in e ac ions, play a signi ican ole in shaping ansna ional phenomena and cul u al mobili y ac oss na ional bo de s, in ol ing he
adap a ion o popula cul u e in he ecipien coun y. The phenomenon o inc easing in e es in Indonesian people owa ds Sou h
Ko ean cuisine since 2016 has had a signi ican impac on he “Ko ean Wa e” in ood consump ion pa e ns. Resea ch by Pu i e
al. (2024) explains ha he “Ko ean Wa e” in luences Ko ean ood pu chasing decisions in Jaka a. Resea ch by Sa i i (2021)
analyzes Sou h Ko ea's implemen a ion o gas odiplomacy h ough he p omo ion o halal ood in Indonesia om 2015 o 2016.
This esea ch demons a es ha success in inc easing Indonesian people's in e es in Ko ean ood is achie ed by making i simila
o he local as e image.
Sou h Ko ea collabo a es wi h halal ce i ica ion agencies, o ganizes Sou h Ko ean ood exhibi ions, and p oduces he d ama
"Lunch" o build a posi i e image o Sou h Ko ean cul u e. This helps expand he Ko ean halal ma ke and s eng hens na ional
The In luence o Sou h Ko ean Films on he Appea ance o Food in Indonesia in 2017-2024
IJSSHR, Volume 08 Issue 11 No embe 2025 www.ijssh .in Page 9194
b anding and diploma ic ela ions. (p. Sa i i 2021). This s a egy aligns wi h Sou h Ko ea's p omo ion o Hansik, o adi ional
Ko ean cuisine, as a global cul u al he i age, emphasizing i s culina y aspec s, his o ical and symbolic alues as pa o Ko ean
cul u al diplomacy on he in e na ional s age. (pp. Kim, 2017).
The i e a icles abo e p o ide he au ho wi h impo an insigh s in o how Sou h Ko ea, pa icula ly h ough ilms and d amas,
unc ions no only as en e ainmen bu also as a ehicle o dissemina ing ansna ional popula cul u e, in luencing culina y
consump ion pa e ns in Indonesia. Cul u al aspec s signi ican ly in luence public as es, while economic and poli ical aspec s a e
also c ucial as hey ela e o Ko ea's so powe s a egy h ough halal gas odiplomacy. This phenomenon illus a es how
globaliza ion, popula media, and local cul u al adap a ions enhance Sou h Ko ea's na ional image and expand i s culina y indus y
in Muslim-majo i y coun ies, such as Indonesia.
Fu he mo e, he au ho gained insigh om Candy's (2021) esea ch which explained ha he "Ko ean Wa e" in luenced no
only en e ainmen bu also ood consump ion pa e ns in Indonesia. The popula i y o Ko ean cul u e, pa icula ly among g oups
like BTS and Ko ean D amas, has led people o p e e Ko ean ood p oduc s such as Ramyeon, Kimchi, and T eokbokki. This s udy
also examined he collabo a ion be ween McDonald's and he idol g oup BTS h ough he BTS Meal which igge ed long queues
and mass eupho ia in Indonesia. This illus a es he in luence o popula cul u e on shaping consume beha io . (E ycha Budiana
Sa i, 2023) Resea ch by Yulianan and Nuga aha (2021) shows ha he "Ko ean Wa e," especially Ko ean Pop, in luences he
consume beha io o Bekasi s uden s. This quan i a i e s udy in ol ed 90 esponden s and ound a signi ican e ec (p < 0.05)
om he calcula ed and abula ed alues, explaining 86.3% o he a ia ion in he consume beha io o ans.
This T end no only sp eads Sou h Ko ean cul u e h ough he media, bu No h Ko ean culina y cul u e has also become an
expo commodi y in he con ex o cul u al diplomacy and poli ical economy. A s udy by (p. Opiumwa 2020) in Indonesia and
No h Ko ea shows ha No h Ko ean es au an s ab oad, such as Yanbian, China, se e as a sou ce o o eign exchange and
showcase culina y special ies like sinseollo and Taedonggang bee . Al hough limi ed by poli ical policy, his cul u al expo
showcases Ko ean ood. (p. Opiumwa 2020).
Meanwhile, in Sou h Ko ea, cuisine is also a key elemen o he Ko ean Wa e, shaping global as es and li es yles. In Indonesia,
he Ko ean cul u al wa e has no only c ea ed ans bu also ans o med people's consump ion habi s, including ood choices,
hangou spo s, and li es yles. Acco ding o he au ho (Tobing, 2020), he "Ko ean Wa e" has e ol ed in o a comp ehensi e li es yle
ha in luences consume choices ega ding ood, beau y, and cul u al alues adop ed h ough popula media. Sou h Ko ea's so
powe is u he s eng hened h ough i s culina y a s, d amas, popula music (K-pop), and he ole o en e ainmen indus ies,
such as SM En e ainmen , in in oducing Sou h Ko ean cul u e o he wo ld. Fu he mo e, he in luence o Ko ean d amas has been
shown o d i e in e es in Ko ean ood consump ion among young Indonesians. (Rahmayan i e al. 2022) explained a signi ican
co ela ion be ween wa ching Sou h Ko ean d amas and in e es in pu chasing Ko ean ood among uni e si y s uden s in Su abaya.
Ko ean d amas a e he p ima y d i e o inc eased consump ion o oods such as eokbokki and amye on. These indings sugges
ha popula media in luences culina y consump ion p e e ences and ein o ces he ole o Sou h Ko ean d amas.
Sou h Ko ea's posi i e image as a de eloped and clean na ion s eng hens i s cul u al appeal, including i s culina y o e ings.
Acco ding o Oppenheim (2021), he concep o "Ko ean quali y" in labo mig a ion in Nepal po ays Ko ea as a symbol o high
quali y and p og ess. This image shapes mig an wo ke s' expec a ions and global pe cep ions o Ko ean p oduc s, including ood.
In Indonesia, Ko ean ood has become pa o a mode n li es yle associa ed wi h he alues o "Ko ean quali y." Thus, in e es in
Ko ean ood is d i en no only by media exposu e bu also by i s inhe en cul u al symbolism.
Acco ding o esea ch and da a analysis by Sayya (2023), Indonesian in e es in Ko ean cuisine is g owing, pa icula ly in halal-
ce i ied p oduc s like amyeon, kimchi, and eokbokki. This con i ms ha he success o Ko ean culina y expansion in Indonesia
is de e mined no only by cul u al exposu e h ough popula media like Ko ean d amas bu also by he abili y o Ko ean businesses
o unde s and and mee he needs and alues o local communi ies, pa icula ly Muslim consume s in Indonesia.
Fu he mo e, esea ch by Asy'a i (2024) explains ha Sou h Ko ean gas odiplomacy se es as a means o sp eading cul u e
h ough ood, c ea ing culina y business oppo uni ies in Indonesia. By capi alizing on he "Ko ean Wa e," Sou h Ko ea is a ac ing
Indonesian consume s o i s cuisine. This is e iden in he nume ous Ko ean es au an s and ood ou le s in majo Indonesian ci ies.
Adap ing o local alues and cus oms is also c ucial o main aining he sus ainabili y o his expansion.
Fu he mo e, (Fidela, 2024) explains ha Sou h Ko ea's gas odiplomacy signi ican ly helped inc ease Ko ean ood expo s o
Indonesia be ween 2014 and 2023, despi e he challenges o he COVID-19 pandemic. This s a egy also s eng hened he coun y's
image and expanded he ma ke o Ko ean ood p oduc s, and was suppo ed by Indonesian in e es in Ko ean cuisine. (Maksum,
2024) explains ha Sou h Ko ea used gas odiplomacy o p o ec and expand na ional in e es s du ing he COVID-19 pandemic by
inc easing halal ood expo s o Indonesia.
(Saba guna, 2023) explains ha he popula i y o Ko ean cul u e, known as he Ko ean Wa e, inc eased Indonesian in e es in
Ko ean ins an oods. This phenomenon encou aged he consump ion o impo ed p oduc s and inspi ed local p oduce s o c ea e
Ko ean e sions o ins an oods. His esea ch also explains ha li es yle changes du ing he COVID-19 pandemic s eng hened he
end o consuming Ko ean cul u al p oduc s, including ood, opening new business oppo uni ies. Indonesian p oduce s adap ed o
local ing edien s and la o s while main aining he appeal o Ko ean cuisine as a p omo ional s a egy.
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Acco ding o Rheya (2024), mo e han 700,000 wee s on he pla o m X we e analyzed o de e mine Indonesian public opinion
on Sou h Ko ean cul u e. This s udy explains ha he Ko ean Wa e gene a es di e se public eac ions, bo h en husias ic suppo
and c i ical ejec ion. Using a CNN-based deep lea ning algo i hm, his s udy p o ides accu a e quan i a i e insigh s in o public
esponses o Ko ean pop music, d ama, ood, and Ko ean li es yle. These indings highligh he c i ical ole o social media in
e lec ing and shaping public opinion on o eign cul u al phenomena such as Hallyu. Fu he mo e, Rahmawa i (2023) explains ha
Ko ean d amas, as pa o Sou h Ko ean popula cul u e, a ac he a en ion o he global communi y, including Indonesia. The
s udy demons a es ha wa ching Ko ean d amas on ele ision, such as RCTI, shapes new cul u al pe cep ions and ou ines among
Indonesian eenage s.
En husiasm o Ko ean d amas also inc eases in e es in Ko ean p oduc s, including ood, echnology, ashion, and ou ism.
This demons a es Sou h Ko ea's success in sp eading i s na ional iden i y h ough go e nmen -suppo ed cul u al s a egies. Based
on a ious p e ious s udies, he au ho discusses he in luence o Sou h Ko ean ilms on ood p esen a ion in Indonesia in 2016
using gas odiplomacy heo y as an analy ical amewo k.
III. METHOD
This s udy examines he dynamics o Sou h Ko ean gas odiplomacy in Indonesia, ocusing on he oles o Sou h Ko ean
es au an s, ood es i als, and coali ions in building Sou h Ko ean cul u al in luence h ough he culina y a s. This s udy employs
a quali a i e me hod wi h a deduc i e app oach, u ilizing he heo ies o gas odiplomacy and cul u al diplomacy as he p ima y
analy ical amewo k. Quali a i e esea ch me hods a e chosen o unde s and complex social phenomena h ough he collec ion o
desc ip i e da a such as wo ds, na a i es, and documen s.
This pape u ilizes seconda y da a, comp ising o icial sou ces such as go e nmen epo s, documen s om he Sou h Ko ean
Embassy in Indonesia, as well as jou nal a icles and news a icles on Ko ean gas odiplomacy in Indonesia. Addi ionally, addi ional
in o ma ion was ob ained om he o icial websi es o ele an go e nmen agencies and cul u al ins i u ions. The da a we e
analyzed ca ego ically, e e ing o he heo e ical amewo k o gas odiplomacy. This s udy also employed iangula ion o da a
sou ces o enhance he alidi y and eliabili y o he indings by compa ing da a om mul iple sou ces.
This s udy aims o analyze he dynamics o Sou h Ko ean gas odiplomacy in Indonesia and ensu e he accu acy o he da a
p esen ed. The s udy is di ided in o h ee chap e s. The i s chap e discusses he backg ound, p oblem o mula ion,
gas odiplomacy heo y, li e a u e e iew, and esea ch me hods. The second chap e examines he ole o Ko ean es au an s and
ood es i als, as well as he esponse o he Indonesian public. The hi d chap e p esen s he au ho 's conclusions and e lec ions
on he challenges o Ko ean gas odiplomacy in Indonesia.
IV. RESULT
This sec ion explains he concep o Sou h Ko ean gas odiplomacy, which is comp ised o ou sub-chap e s based on ou main
a iables. The i s sub-chap e examines he impac o Ko ean ilms and d amas on shaping he a ie y o Ko ean ood adap ed in
Indonesia h ough hei isually appealing culina y p esen a ions. The second sub-chap e analyzes he ole o Ko ean es au an s
in Indonesia in ep esen ing Ko ean ood cul u e and adap ing o local alues. The hi d sub-chap e explains he ole o Ko ean
ood es i als as a means o cul u al diplomacy. The inal sub-chap e examines coali ion building be ween Sou h Ko ean cul u al
ins i u ions in Indonesia.
A. The In luence o Ko ean Films and D amas on Sou h Ko ean Food Va ia ions in Indonesia
Acco ding o Wachyuni (2023), adi ional ood in Ko ean d amas se es no only aes he ic o na a i e pu poses, bu also as
a cul u al p omo ional ool. This indica es ha en e ainmen media se e as an a ac i e so -selling ool o in luence consume
beha io and ou ism p e e ences, pa icula ly in culina y ou ism. Food isualiza ions build cu iosi y and emo ional expe iences,
encou aging iewe s o wan o "expe ience" Ko ean cul u e. Ko ean d amas ha e become a signi ican means o shaping posi i e
pe cep ions o Ko ean cul u e. The inc easing in e es o Indonesians in Sou h Ko ean cul u e, especially h ough d ama b oadcas s,
The In luence o Sou h Ko ean Films on he Appea ance o Food in Indonesia in 2017-2024
IJSSHR, Volume 08 Issue 11 No embe 2025 www.ijssh .in Page 9196
e lec s he globaliza ion o cul u e and he mo i a ion o culina y ou ism o Ko ea. Resea ch (Wachyuni, 2023) indica es ha
adi ional Sou h Ko ean ood ea u ed in d amas se es as a signi ican a ac ion o Indonesian ou is s. Scenes ea u ing ood in
ilms/d amas, such as T eokbokki, Ramyeon, Kimchi, Bibimbap, Kimbap, Samgyeopsal, Japchae, Jjajangmyeon, as well as snacks
like Ko ean Co n Dogs and Ho eok, p o ide audiences wi h an in e es in enjoying hese oods in hei coun y o o igin as pa o
an au hen ic ou ism expe ience.
(Ko eobo, 2025)
(Kompas.com, 2025)
The wo pho os abo e show a ia ions o Sou h Ko ean ood ea u ed in he d ama. The d ama in oduces a a ia ion o Sou h
Ko ean ood, bibimbap. The au hen ic isuals can pique iewe s' cu iosi y and make hem wan o y i .
B. The ole o Ko ean es au an s in Indonesia in p esen ing Ko ean ood cul u e.
Sou h Ko ean es au an s in Indonesia a e no jus o dining, bu also a e lec ion o Ko ea's ich cul u e. Wi h in e io designs
eminiscen o adi ional Ko ean houses (hanok), dis inc i e cu le y, and au hen ic dishes, such as kimchi and bulgogi, hese
es au an s o e a dining expe ience simila o ha o Sou h Ko ea and main ain he au hen ici y o Sou h Ko ean cul u e.
(Kusbian o o, 2015). To be accep ed by Indonesians wi h di e se cul u al backg ounds and as e p e e ences, Ko ean es au an s
make a ious adap a ions o local alues.
One example is adjus ing he le el o spiciness and he use o local ing edien s in Ko ean dishes. Fo example, gochujang sauce,
he main seasoning in eokbokki, is eplaced wi h a local chili sauce ha is mo e in line wi h Indonesian as es and mee s halal
s anda ds. (Mu ahi , 2024).Beyond me e consump ion, Sou h Ko ean es au an s also c ea e new economic oppo uni ies and
ein o ce Sou h Ko ean cul u e wi hin u ban Indonesian communi ies. This s a egy in ol es isual p omo ion h ough Ko ean
d amas, social media, and K-Food Fai e en s. Res au an s se e as a b idge be ween media cul u e and eal-li e expe iences,
p omo ing a Ko ean na ional image and iden i y ha is accep ed by Indonesians. (Asy'a i, 2024)
C. Sou h Ko ean Food Fes i al Cul u al Diplomacy, and Cul u al Diplomacy Rela ions Means
Food es i als such as he K-Food Fes i al, Hansik Day, and culina y collabo a ions wi h local es au an s in a ious coun ies,
including Indonesia, a e pa o he Ko ean cul u al dissemina ion p ojec called he "Ko ean Wa e." Food se es as a medium o
build posi i e pe cep ions o i s coun y o o igin and e lec s he his o y, iden i y, and social alues o he communi y (Rockowe ,
2012). Th ough ood es i als, Sou h Ko ea c ea es an in o mal ye impac ul space o cul u al communica ion. In e ac ion wi h
Sou h Ko ean ood helps people lea n abou o he cul u es, such as language and adi ions. These encoun e s enhance c oss-cul u al
unde s anding and os e in e es in he hos coun y, as demons a ed in a s udy (Choi, 2020) on public pe cep ions o Sou h Ko ea
h ough culina y a s. In Indonesia, Ko ean ood es i als unc ion as public diplomacy, s eng hening bila e al ela ions and
becoming a enue o pa icipa o y cul u al exchange. These ac i i ies in ol e embassies, Ko ean communi ies, and local
communi ies, making cul u al diplomacy mo e open. Acco ding o (Sung, 2014), Ko ean culina y cul u e helps shape he na ional
image in he eyes o he global public. Thus, Sou h Ko ean ood es i als a e mo e han jus culina y p omo ion. This is a o m o
cul u al diplomacy ha builds emo ional connec ions, expands cul u al in luence, and s eng hens diploma ic ela ions. (Kim, 2013)
D. Coali ion Building Be ween Sou h Ko ean Cul u al Ins i u ions in Indonesia
Acco ding o (Ade, 2012), Sou h Ko ea's na ion b anding h ough Sou h Ko ean Popula Cul u e in Indonesia aims o in oduce
he cul u e and se e as a diploma ic ool o build a posi i e image o he coun y. Th ough ins i u ions such as he P esiden ial
Council on Na ion B anding and he Ko ean C ea i e Con en Agency (KOCCA), Sou h Ko ea implemen s a b anding s a egy by
dis ibu ing Ko ean music, ilms, and d amas. Th ough d amas and ilms, Indonesians a e exposed o a ious a ac i e images o
Ko ean ood. Dishes like eobokki, kimchi, bulgogi, and bibimbap no only complemen he s o y bu also cap u e he audience's
a en ion and a ouse cu iosi y. This makes Ko ean ood popula , especially among eenage s and young adul s.
The In luence o Sou h Ko ean Films on he Appea ance o Food in Indonesia in 2017-2024
IJSSHR, Volume 08 Issue 11 No embe 2025 www.ijssh .in Page 9197
This end has encou aged he eme gence o a ious Ko ean es au an s in majo Indonesian ci ies in he yea s since 2016, as
well as he inc eased a ailabili y o Ko ean ood p oduc s in local supe ma ke s. Consume s no only wan o wa ch Ko ean ilms
bu also expe ience he cul u e hey see on sc een, which is mani es ed in hei ood consump ion p ac ices. Sou h Ko ean ilms
ha e had a signi ican impac on expanding he a ie y o oods consumed by Indonesians and ha e become an impo an channel
o in oducing and popula izing Ko ean cuisine in Indonesia.
Acco ding o Wachyuni (2023), he isualiza ion o ood in Sou h Ko ean d amas signi ican ly in luences he mo i a ion o
Indonesian ou is s o isi Sou h Ko ea. Howe e , be o e he ac ual a el phase, one o he eac ions o Indonesian iewe s is he
desi e o expe ience Sou h Ko ean cul u e h ough ood. Pos -2016, he e has been a signi ican inc ease in he opening o Sou h
Ko ean es au an s in majo ci ies such as Jaka a, Bandung, Su abaya, and Yogyaka a. In addi ion o mode n es au an s, small
Ko ean d ama- hemed s alls ha e eme ged wi h a a ie y o menus inspi ed by popula scenes om he ilms. Sou h Ko ean ood
p oduc s, such as amyeon, gochujang sauce, and ypical Sou h Ko ean snacks, a e also inc easingly a ailable in supe ma ke s and
minima ke s.
This demons a es Sou h Ko ea as an e ec i e pla o m o in oducing and ma ke ing Sou h Ko ean culina y cul u e. This end
is no only a consump ion end bu also e lec s a shi in Indonesian culina y cul u e. Indonesians a e now beginning o adop
elemen s o Eas Asian cuisine, pa icula ly Sou h Ko ean cuisine. These ilms se e as cul u al windows, helping people access
and eshape ood p e e ences, bu also os e ing new li es yles and cul u al iden i ies among consume s.
CONCLUSIONS
The conclusions d awn om his analysis a e as ollows. Fi s , he isualiza ion o ood in Ko ean ilms and d amas has
se ed as an e ec i e cul u al p omo ion ool. Scenes ea u ing adi ional Ko ean dishes such as kimchi, bibimbap, bulgogi, and
amyeon shape consume expec a ions and d i e demand o simila oods in Indonesia, pa icula ly h ough es au an s and cul u al
es i als. Second, he in ol emen o a ious ac o s, including he Sou h Ko ean go e nmen , culina y businesses, en e ainmen
media, and local communi ies in Indonesia, demons a es ha he sp ead o Sou h Ko ean culina y cul u e is ca ied ou h ough a
mul i-ac o app oach. This s eng hens he gas odiplomacy ne wo k, which is no dependen on a single ins i u ion bu is
collabo a i e and complex. Thi d, he lack o a single dominan o ce in he cul u al adap a ion p ocess has led o a ia ions in he
p esen a ion o Ko ean ood in Indonesia. Adap a ion o local alues e lec s ongoing cul u al nego ia ions be ween he wo pa ies.
Fou h, Sou h Ko ea's gas odiplomacy s a egy demons a es ha when popula cul u e is in eg a ed h ough media, ood, and c oss-
sec o al collabo a ion, a mu ually bene icial cul u al in e dependence is c ea ed. Sou h Ko ea expands i s cul u al ma ke , while
Indonesia bene i s in he o m o business oppo uni ies, culina y di e si ica ion, and new cul u al expe iences. Fi h, his cul u al
ela ionship makes a comple e hal o he sp ead o Ko ean culina y cul u e highly unlikely. Ins ead, his ela ionship will be
main ained and e en s eng hened h ough symbolic nego ia ions and u u e economic-cul u al collabo a ion.Thus, his s udy
answe s he ques ion o how Sou h Ko ean ilms in luence he di e si y o Indonesian ood. Th ough a s uc u ed and sus ained
gas odiplomacy s a egy, Sou h Ko ea has success ully in oduced and embedded i s ood cul u e in o he Indonesian culina y
landscape, ans o ming ood no only as a consump ion necessi y bu also as an e ec i e medium o cul u al communica ion.
ACKNOWLEDGEMENT
Fi s and o emos , I would like o exp ess my p o ound g a i ude o Allah SWT o His endless blessings, guidance, and
s eng h h oughou he comple ion o his jou nal. I would also like o ex end my hea el app ecia ion o my hesis ad iso , Nu ul
Isnaeni, o he aluable guidance, insigh ul eedback, and con inuous suppo , pa icula ly in shaping my unde s anding o cul u al
diplomacy. My since e hanks also go o Uni e si as Indonesia o p o iding me wi h he oppo uni y o pu sue my Mas e ’s deg ee
and o os e ing an en iching academic en i onmen . I am equally g a e ul o my amily, whose unwa e ing suppo ,
encou agemen , and p aye s ha e been a cons an sou ce o mo i a ion. Finally, I would like o hank my classma es om he
In e na ional Rela ions Theo y cou se o hei cons uc i e inpu and hough ul discussions, which ha e g ea ly con ibu ed o he
de elopmen o his jou nal.
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