UPAYA KOREAN WAVE TERHADAP EKSPOR K-BEAUTY DI INDONESIA: FOKUS STUDI GEN Z SEBAGAI TARGET PASAR

The Korean Wave (Hallyu) phenomenon has grown into a global cultural force that influences not only the entertainment sector but also various economic sectors, including the South Korean cosmetics industry known as K-Beauty. The popularity of Korean popular culture such as K-Pop, Korean dramas, and the lifestyles of Korean celebrities contribute to shaping the positive perception of South Korean beauty products globally. This study aims to analyze the development of the K-Beauty industry and the Korean Wave’s efforts to increase South Korean cosmetic exports to Indonesia from a Global Political Economy perspective. This study uses a descriptive qualitative approach with a literature review method, sourced from various academic publications, industry reports, and international trade data such as UN Comtrade, Korea Customs Service, KOTRA, and Statista. The results show that the popularity of the Korean Wave plays a significant role in increasing the global appeal of K-Beauty products through the creation of a positive image, digital marketing strategies, and the use of public figures as brand ambassadors. In addition, support from the South Korean government’s policies and product innovations have also strengthened the expansion of the Korean cosmetics industry in the international market. Indonesia, especially among Generation Z, is a potential market for K-Beauty products due to the high consumption of Korean popular culture through digital media. These findings suggest that popular culture can function as an economic instrument that supports increased exports and the competitiveness of national industries in international trade.