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Media & Entertainment

K-pop boom in Indonesia gives South Korean companies an edge

Electronics and cosmetics brands hope star power of pop idols rubs off

 A woman poses in front of an advertisement for Indonesian e-commerce company Tokopedia featuring South Korean boyband BTS at a subway station in Jakarta.

JAKARTA/SEOUL -- As South Korean entertainment continues to take Indonesia by storm, more South Korean companies are leveraging the popularity of K-pop artists to tap into Southeast Asia's largest market.

South Korean companies, ranging from makers of large-screen TVs, like Samsung Electronics and LG Electronics, to cosmetic brands LG Household & Health Care and Amore Pacific are looking to take advantage of the K-pop craze in Indonesia to give them a leg up in the country.

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