K-BEAUTY AND ITS IMPACT ON INDONESIA’S BEAUTY INDUSTRY

Abstract

Globalization has become a concept that dominates many aspects of life, politics, and economics and touches on culture and identity. The Korean Wave is one of the tangible forms of the impact of globalization on culture. The research question of this paper is “To what extent K-Wave influence the development of Indonesia’s beauty industry?”. By using qualitative methods sourced from scientific papers, journals, books, articles, observations from official websites of the beauty brands, advertisements of the beauty brands, and writer's observations on some of Indonesia's beauty influencers. The writer aims to find out how deep the influence of the Korean Wave in Indonesia is in terms of beauty. Understanding Cultural Globalization and the Three H Scenarios as a theory in this paper. To analyze this paper, the author uses Hofstede's onion model of culture to understand the influence of Korean Beauty on Indonesia's Beauty Industry. Indonesia has become more independent and more competitive in terms of launching new beauty brands and beauty products that are more affordable and adapts to the skin conditions of the Indonesian people. The results of the writer's analysis concluded that there is a massive influence of Korean Beauty as part of the Korean Wave in terms of values and products in Indonesia's Beauty.