[Indonesia Hallyu⑧] The Everlasting Origin of K-Pop Despite Changing Times

Hallyu Leading Star Loved for Over 10 Years
SM Entertainment Leading Content Diversification
Realizing True Cultural Exchange Value Through 'Deobureo'

On the 5th of last month, at a hotel in downtown Jakarta, a promotional event for Sasa's coconut cream was in full swing. The star of the event was actor and singer Choi Siwon. With his characteristic bright smile, he greeted hundreds of fans. Without furrowing his brow at the barrage of questions, he answered sincerely and earnestly. When serious concerns arose, he encouraged them like a friend. "Don't try to be 'Number One.' Be the 'Only One.' Then someday, you will shine brightly."

Choi Siwon has been a beloved Hallyu star in Indonesia for over a decade. People from their teens to their fifties know him. He gained immense popularity as a member of Super Junior. The starting point was the April 2012 world tour, 'Super Show 4 in Jakarta.' Super Show is a concert where Super Junior performs live, touring various countries with songs they have released over the years. It is praised for elevating the level of domestic concerts with diverse attractions and unique productions. Super Junior did not just practice dance and singing; they also learned a few phrases in the local languages of the countries they visited. This was at the insistence of Lee Soo-man, the general producer, who believed that lowering the language barrier was essential to deepen bonds with fans. They skillfully used these phrases on stage to add flavor.

'Super Show 4 in Jakarta' took place four years after the Super Show series began. SM Entertainment belatedly responded to the overwhelming demand from Indonesian fans. As expected, the reaction was fiery. Soekarno-Hatta Airport was packed with thousands of fans who gathered to see Super Junior's arrival. The area around the concert venue, Mata Elang International Stadium, was bustling to the point of traffic paralysis. To repay the enthusiastic support, Super Junior added an extra performance, taking the stage three times and captivating 25,000 people. It was the largest audience ever gathered by a foreign artist. Each fan held a subtle pearl sapphire-colored glow stick symbolizing Super Junior, wrapping the darkened venue like a galaxy.

Yuni, the Indonesia Business Officer at the Korea Creative Content Agency, said, "It is no exaggeration to call it the beginning of Hallyu in Indonesia." Choi Siwon also recalled, "It was a series of amazing moments. At that time, Hallyu was not very popular in Indonesia. K-pop was just starting to gain attention. We were as busy as roasting beans in a flash, but I vividly remember the energy in the audience. It was one of the most enthusiastic responses among the regions where we held Super Shows. The cheering culture, where people freely expressed themselves without worrying about others' eyes, was refreshing. Since we were pioneering a new market, it gave us a lot of strength."

Several K-pop groups followed the same success formula. However, Super Junior is practically the only group that has lasted long. Most others stopped activities due to conflicts among members or advancing age. Disbandment due to contract expiration was also common. Super Junior faced similar difficulties but overcame them thanks to a unique inherent environment. This was the composition considering each member's individual traits and strengths and weaknesses. Although they were a dance group, members were assigned roles such as talents, actors, comedians, MCs, and composers to pursue concurrently.

For example, Choi Siwon debuted in the entertainment industry in 2005 as a child actor playing the younger version of Ryu Soo-young in KBS's 'Eighteen Twenty-Nine.' That same year, he appeared in KBS's 'Parents' Letter,' scripted by writer Kim Soo-hyun. After several minor roles to build his skills, he landed his first lead role (Jung Myung) in KBS's 'Drama City.' In 2007, he appeared as Lee Mong-ryong in MBC's one-act drama 'Hyangdanjeon,' acting alongside Seo Ji-hye. All these were planned steps toward a grand goal.

Producer Lee frequently traveled to Japan in the early 2000s, closely observing the operation style of Japanese idol groups. The group that caught his attention the most was Morning Musume. The members' wide-ranging activities positively influenced album promotions. Producer Lee systematized this approach even further. Through early interviews and discussions, he explored the possibility of trainees holding concurrent positions and provided opportunities for them to fully showcase their talents. In Choi Siwon's case, he went to China for language training during his second year at Apgujeong High School. Based on this, he debuted on screen by appearing in the Korea-China-Japan co-production film 'Mugong,' starring Andy Lau and Ahn Sung-ki. He steadily grew as an actor and emerged as a frontrunner in diversifying SM Entertainment's content. He also played a pivotal role in Super Junior-M, which was organized to appeal to the Chinese market.

The members' individual activities became a driving force that kept them consistently in the spotlight in the fast-turnover idol market. Even without releasing albums, they expanded their recognition and showcased various charms. This directly contributed to their steady popularity overseas, including in Indonesia. Laila (37), a longtime fan of Choi Siwon, said, "I like his cheerful and bright image shown in variety shows and dramas. If he had insisted only on music stages, we wouldn't have been able to see that." Fani (39) added, "I watch every program Choi Siwon appears in. I especially enjoyed the variety show 'The Ugly Duckling' and the drama 'Workaholic City Women.' I'm looking forward to 'Workaholic City Women 2,' which will be released soon," she said with a smile. She continued, "The phase of being enthusiastic about his looks and performance seems to be over. Now, I am more moved by his correct values and good deeds."

Local companies do not overlook his friendly and honest charm. Choi Siwon promotes products with a broad consumer base. One such product is Wings Food's 'Mie Sedaap.' Indonesia is the second-largest consumer of instant noodles worldwide, selling 12.52 billion units annually. Mie Sedaap holds the second-largest market share. Yuni said, "Only celebrities loved by all age groups can advertise instant noodles. Selecting Choi Siwon was a major event reported by leading media." She added, "Following Choi Siwon, many companies have increasingly put K-pop groups at the forefront of their products." In fact, BTS promotes Tokopedia, BLACKPINK promotes Shopee, NCT 127 promotes Blibli, Busters promote Java Prima Abadi, and TREASURE promotes Ruangguru. All are domestic products widely consumed throughout Indonesia.

As a frontrunner, Choi Siwon thinks beyond product promotion and contemplates effective ways to convey Korean culture and sentiment. "I think the stage of simply trying to gain popularity is over. I feel a sense of mission and responsibility," he said. "Jungkook from BTS was responsible for the congratulatory performance at the 2022 Qatar World Cup opening ceremony. Watching that, I realized the power of popular culture. I believe it can transcend language and religion and even achieve harmony between countries. It is truly an invisible diplomatic force. As interest grows, I try my best in everything. I don't want to neglect even small things. For example, before checking out of a hotel, I clean the room thoroughly and greet the staff politely first. Each of these actions can directly affect the image of the Republic of Korea."

Choi Siwon believes the true value of cultural exchange is 'togetherness.' He believes that only through active discussion to set the right direction and moving together can harmony be achieved. Recently, his greatest interest lies in social contribution. To provide children with sufficient medical, environmental, and educational opportunities, he engages in various activities such as serving as a UNICEF East Asia-Pacific Regional Goodwill Ambassador. Now, he wants to share the joy of giving, gained through exceptional participation and interest, with his fans. He believes this is the way to repay the love he has received so far.

"There aren't many opportunities to meet Indonesian fans. Even if we do meet, issues like security prevent close connections. That has always been disappointing. I don't want to just work and leave. So, I am planning various social contribution projects. The one I most want to try is a 3 to 10 km marathon or walking event. I want to breathe and communicate with fans and create good results together. Isn't that true exchange?"

This content was produced with the assistance of AI translation services.