South Korea-Indonesia: How a viral moment could have real-world consequences

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” craze has swept Indonesia's mainstream culture – even to the point that Indonesian politicians gave away tickets to K in the recent presidential election -Pop concerts to win the approval of young voters. The Lowy Institute's 2021 Indonesia Survey also found South Korea tops the list in terms of enjoyment of pop culture and warm feelings towards the country.

Such cultural fusion enabled efficient economic and political cooperation between the two nations. Indonesia was the first ASEAN country to hold “special strategic partnership” status with South Korea.

But Indonesian citizens' sympathetic view of South Korea has changed recently. In January this year, an online controversy erupted over condescending language at the Gold Disc Awards, a K-Music event in Jakarta, and a fight broke out at the event. This led to a number of Indonesians sharing personal experiences of alleged racism and exclusivity in South Korea, ranging from discriminatory labor practices to incivility and violence.

South Korean companies must be aware of the danger that their cultural reputation can be hard-won and easily damaged.

This is not the first time that Indonesians have expressed bad feelings towards their neighbors. China and Japan have faced similar criticism, and this sentiment and the racist stereotypes that often accompany such attitudes have led to unrest in the past.

In comparison, Korean companies faced fewer challenges when operating in Indonesia. China and Japan face deep-rooted historical antipathy in Indonesia. But South Korean companies must be aware of the danger that their cultural reputation can be hard-won and easily damaged. The “K-craze” can be undone by perceived discrimination or bad behavior. The long-standing complaints against the South Korean Korindo group, for example over the exploitation of rainforests and resources in West Papua, are one such problem.

Korean companies doing business should strive to adhere to three basic principles. Firstly, integrating into the local culture and social norms and respecting them. Second, by actively participating in corporate social responsibility initiatives and giving back to local communities through education, health and infrastructure projects. Third, maintaining transparency, accountability and compliance with environmental, social and governance standards.

These are far-reaching ideas, but if implemented they can help curb inevitable controversy and maintain a broader reputation.

South Korea-Indonesia relations are a mutually beneficial partnership, whether in diversifying trade in an increasingly tense environment between the United States and China or through technology transfer. The people of South Korea and Indonesia should work hand in hand to build a strong bond based on mutual cultural recognition and respect.