‘Of Good Quality but Expensive’: Hanryu and Indonesians’Perception of Korean Products

This paper attempts to examine the spread of Korean popular culture in Indonesia and its possible effects on the consuming pattern of Indonesians. Differing from other similar studies on Hanryu which mainly rely on qualitative data and case studies, this study is based on the survey result of 1,016 respondents in Jakarta. The investigation therefore is expected to provide more reliable and systematic data. The analysis suggests that Indonesian respondents show favorable attitude to Korea and Korean popular culture. Favorable attitude is also visible in their evaluation of Korean products. Especially, those in the high income group appraise Korean products the most positively while in terms of age, no clear tendency is discernible. Images reported by those surveyed reveals that Korean products are viewed to be of good quality but expensive. The intention to purchase Korean cosmetics and clothes is the highest amongst those in their teens and twenties, who turn out to be the most enthusiastic to Hanryu. In spite of this, their preference is not extended to the product items which are not directly related to Korean popular culture. This result indicates that the spread of Hanryu is not translated directly into a desire to consume Korean products in general.