Promoting Products Through K-Pop Idols: Effective or Not?
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South Korean idols, such as K-Pop artists and K-Drama actors, have a large fanbase worldwide, including in Indonesia.
Unsurprisingly, South Korean artists are frequently engaged by companies to advertise a variety of products, ranging from food and cosmetics to electronics and luxury cars.
However, not all products promoted by idols sell well among their fans.
According to a survey by the Katadata Insight Center (KIC), the majority (71%) of South Korean entertainment fans in Indonesia prioritize price when purchasing products.
Only about 20% of South Korean entertainment fans buy products because they are promoted by their idols.
Many respondents also consider discounts, reviews, halal certification, and other factors, as shown in the graph above.
This indicates that product promotion through K-Pop idols in Indonesia may be less effective, unless the product is affordable or accompanied by other promotional efforts such as discounts and consumer review campaigns.
This KIC survey involved 1,609 fans of South Korean entertainment across Indonesia. Respondents were predominantly Generation Z (ages 17-25) and Millennials (ages 26-41), and mostly from the lower-middle to middle socioeconomic class. The full survey report can be downloaded [here](https://kic.katadata.co.id/insights/41/potret-aktivitas-dan-belanja-penggemar-hiburan-korea-di-indonesia).
"Disclosure: This is an AI-generated translation of the original article. We strive for accuracy, but please note that automated translations may contain errors or slight inconsistencies."
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