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[Indonesia] Korean Street Food is Popular in Jakarta!

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ジャカルタで韓国のストリートフードが定着　ローソンのトッポギがSNSで話題に

Korean artists are very popular in Jakarta, the capital of Indonesia, and can be seen everywhere on TV and in outdoor advertisements. The major e-commerce site "Tokopedia)[https://www.tokopedia.com/]" has featured the popular artist BTS in its TV commercials, while "(Shopee)[https://www.tokopedia.com/]" and "(Shopee" have featured the popular artist BTS in their TV commercials.
Shopee)[https://shopee.co.id/]" and "(blibli".
blibli" and other e-commerce sites are also actively using Korean artists. The popularity of Korean artists has also led to an increase in the popularity of Korean food, among which street food such as tteokbokki, corn dogs, and croffles (a hybrid of croissant and waffle sweets) have become well established. There are many street food restaurants in Jakarta, and in shopping malls
In November 2021, the convenience store chain Lawson began selling tteokbokki (25,000 rupiah / approx. 220 yen), which was featured on TikTok as " lawson tteokbokki" was viewed over 800 million times as of early April 2022, and became a hot topic on social networking sites.

Street Food Frequently Featured in Korean Dramas Becomes a Hot Topic Among Young People

Many Indonesians were not fond of kimchi and other acidic foods, and few preferred Korean food. In addition, Indonesian cuisine is characterized by its spiciness with spices, which is different from Korean spiciness (gochujang and chili peppers), and its non-halal image, and until recently, people were not familiar with Korean food. However, a Korean drama called "Start-Up" became a hit in Indonesia in 2020-2021, and Korean street food became a hot topic among young people due to the frequent appearance of Korean food in the drama. According to the major e-commerce site Tokopedia, sales of Korean food-related products have increased more than fivefold, due in part to the influence of the drama. Korean beauty products, foods, cars, and other products often feature Korean artists in their advertisements, aiming for synergy with the drama and music popularity.

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This article is co-authored by TNC Lifestyle Researcher (http://lifestyle.tenace.co.jp/) and Intage's Global Researcher.

Translated with AI Translator

  • TNCアジアトレンドラボ

    Author profile
    TNC ASIA Trend Lab

    TNC ASIA Trend Lab is an information organization run by TNC Inc. that researches and shares trends in Asia. It supports corporate marketing activities by finding insights from trends rooted in the lifestyles and habits of local consumers.
    http://tnc-trend.jp/

  • Intage Inc

    Editor profile
    Intage Inc.

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  • Jun 03, 2022
  • 1374 Views

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