SEAToday.com, Jakarta - The Korean Wave, or K-Wave, has captivated global pop culture, making its mark worldwide. Yet, Indonesia’s rich cultural heritage is also gaining recognition abroad, especially in South Korea.

Gangsim Eom, a PhD candidate at Harvard University and a visiting researcher at Universitas Indonesia, highlights this growing cultural exchange. “It’s no longer one-sided. Indonesian culture is now influencing South Korea,” she said during a workshop in Jakarta hosted by the Korea Foundation and the Foreign Policy Community of Indonesia (FPCI).

Since 2019, South Korea has celebrated Indonesian culture through festivals, cooking classes, and art performances. These efforts, Eom noted, signal Indonesia’s rising cultural influence in South Korea. Korean media and social platforms are increasingly featuring Indonesian elements, providing opportunities to strengthen bilateral ties through cultural diplomacy.

Social media plays a pivotal role in bridging these cultures. With Indonesians spending significant time online, Eom sees this as both a chance and a challenge to promote positive cultural content.

“The trust between our nations isn’t given; it’s earned,” she added. The mutual appreciation has also been shaped by the phenomenal global reach of K-Wave. Indonesia ranks third globally for K-pop streaming on Spotify, with four Indonesian cities among the top 17 in monthly listeners.

Eom traced K-Wave’s roots in Indonesia back to Rain’s 2009 Jakarta concert and SM Town’s 2012 tour, which solidified its popularity. The enthusiasm has since blended into daily life, even influencing local politics. Campaigns, such as Jakarta’s 2012 gubernatorial race, leveraged Korean pop culture to engage young voters.

South Korean public figures like Choi Si-won from Super Junior have also contributed to public diplomacy, strengthening ties beyond pop culture. Bilateral people-to-people connections, dating back to the 1980s through cultural exchange programs, continue to nurture this partnership.

Deputy for Digital Economy and Creative Products at Indonesia’s Ministry of Tourism and Creative Economy, Muhammad Neil El Himam, emphasized Indonesia’s rich cultural resources. “We have over 200 local languages and countless traditional arts. These are valuable assets for building a creative economy,” he said. However, challenges like intellectual property protection and market access remain hurdles.

Neil proposed a “hexahelix” collaboration model—uniting government, media, academia, communities, and businesses—to create a sustainable creative ecosystem. Currently, nearly 25 million Indonesians rely on the creative economy for their livelihoods, nearly double the figure a decade ago.

As South Korea’s Hallyu wave inspires, Neil believes Indonesia can replicate its success by showcasing its culture globally. “Korea’s achievements with K-pop, film, and cuisine can inspire us. There’s so much potential to unlock in our cultural wealth,” he concluded.