More Than Just a Trend, Korean Culture is Now Melting into the Lifestyle of Indonesia's MZ Generation

JAKARTA - The Korean Wave or K-Wave phenomenon in Indonesia has entered a new phase. No longer just a consumption of entertainment, the influence of the culture of the Gingseng Country has now mutated into a daily lifestyle that blends with local values.

A recent research titled "Beyond K-Wave: The Root of Indonesia's Fusion Culture" explores how the MZ generation (Gen Z and Millennial) in Indonesia creatively process global influences.

As a result, a phenomenon called Fusion Culture emerged, in which Korean culture is no longer swallowed whole, but "localized" to make it relevant to everyday life.

Based on a survey conducted on respondents aged 18-35 years old in December 2025, it was found that 90 percent of Gen MZ have a positive interest in Korean culture.

Interestingly, 87 percent of them see this as a long-term lifestyle, not just a trend that will disappear in the near future.

This cultural infiltration journey usually starts with music (K-Pop) at 79 percent and drama or film (72 percent). However, the influence then naturally spread to other sectors, such as food (66 percent), beauty (44 percent), to fashion (39 percent).

One of the interesting findings in this research is the high level of cultural adaptation. As many as 85 percent of Gen MZ admitted that they had tried to mix Korean culture with local elements, and 53 percent of them did so repeatedly as part of their habits.

The shape is also diverse, ranging from culinary innovations such as eating Kimchi with sambal, the use of Korean terms or slang in everyday conversations, to K-style clothing styles that are still adapted to the Indonesian context.

This process shows that Gen MZ Indonesia plays an active role as a cultural filter. They are not only passive spectators, but also reinterpret the influence so that it is in line with their identity as Indonesians.

In addition to lifestyle issues, K-Wave also plays the role of an "emotional friend". Data shows that 79 percent of respondents feel that Korean culture is inspiring, while 51 percent use it as an emotional escape to relieve stress.

"Korean content is not just exciting. If you are tired, watching or listening to Korean content makes you calmer," said one of the respondents in the report, quoted by VOI from a media broadcast, Monday, February 8.

This explains why the Indonesian people's attachment to K-Wave is so strong; because there is a function of processing emotions and feelings that are understood from these contents.

This Fusion Culture phenomenon also changes the consumer's perspective on a brand. People are now more critical of brands that are just "passing through" in the midst of the K-Wave trend.

As many as 95 percent of respondents stated that they were more open to brands that integrate Korean culture meaningfully, and 98 percent preferred a blend that originated from local cultural roots. The key point is how these global elements are present without being forced.

Through the F.U.S.I.O.N. formula (Fuse, Use, Shape, Integrate, Own), this research concludes that the key to the success of a cultural influence in Indonesia lies in how smoothly the culture can be owned (owned) to become part of a new local identity.

K-Wave is no longer just coming to Indonesia, but indirectly "learning" and adapting to the character of the people in the country.