The Korean Wave, or Hallyu, has transformed global youth culture, reshaping how audiences consume media, fashion, and even financial products. But the influence of Korean wave in Southeast Asia, particularly Indonesia, is opening up exciting opportunities for startups, cultural innovation, and cross-border collaboration. To explore this phenomenon, we spoke with Shinta Witoyo Dhanuwardoyo, founder and CEO of BUBU.COM, a pioneering force in Indonesia’s digital landscape.
Interview with Shinta Witoyo Dhanuwardoyo, CEO and Founder of BUBU.COM
A visionary entrepreneur who launched BUBU.COM in 1996, Shinta has spent decades building Indonesia’s digital ecosystem. Today, she positions Bubu as a Cultural Intelligence Agency, blending technology, culture, AI, Web3, and youth behavior into new creative models. In this interview, Shinta shares her insights on how the Korean Wave is shaping Indonesia’s youth culture, startup innovation, and future cross-border collaborations.
Shinta Witoyo: From Digital Pioneer to Cultural Intelligence
Q: First things first, could you introduce yourself and explain briefly about your background?
Shinta: Sure! I’m Shinta Witoyo Dhanuwardoyo, founder and CEO of BUBU.COM, which I started in 1996—way before “startup” was even a buzzword in Indonesia. Over the years, I’ve been deeply involved in building Indonesia’s digital ecosystem, from launching one of the first digital agencies to mentoring startups and investing in young founders. I’m also passionate about culture, creativity, and impact, which led me to evolve Bubu into what I now call a “Cultural Intelligence Agency”—blending tech, culture, AI/web3, fashion, and youth behavior into everything we do.
Q: From your vantage point, how has the Korean Wave influenced youth culture and consumer behavior in Indonesia over the past decade?
Shinta: The Korean Wave’s influence is profound and undeniable. It’s not just a trend; it’s a cultural phenomenon that has deeply integrated itself into the fabric of Indonesian youth culture. Over the past decade, we’ve seen it shift consumer behavior from passive consumption to active engagement. Young Indonesians don’t just watch K-dramas; they learn the language, travel to Korea, buy merchandise, and actively participate in fan communities. This has had a massive ripple effect on sectors like e-commerce, beauty, fashion, and even food. It has created a new standard for quality, aesthetics, and community building. Gen Z now demands emotional connection, aesthetic excellence, and strong storytelling—all traits Korea does so well.
When Korean Aesthetics Meet Indonesian Creativity
Q: How do you see Korean pop culture blending with Indonesia’s local digital and creative economy?
Shinta: What’s exciting is how organically it blends. You see local fashion labels taking cues from K-idol styles, influencers adopting Korean skincare regimens, and game streamers using K-drama soundtracks for content. More than that, Indonesia’s creators are remixing Korean aesthetics with their own cultural context—turning admiration into innovation. That fusion creates a whole new creative energy in our digital economy. For example, Indonesian beauty brands are now creating products inspired by K-beauty trends but formulated for local skin types and conditions. In gaming, we see local esports teams and content creators adopting the aesthetics and community-building strategies of their Korean counterparts. The digital economy provides the perfect platform for this blend, allowing for everything from fan-made content to dedicated e-commerce stores for K-pop merchandise. It’s about taking global inspiration and giving it a local flavor.
Korean Wave & Startups in Indonesia & SEA
Q: Do you see Korean pop culture acting as a catalyst for startup innovation in Indonesia and Southeast Asia?
Shinta: Absolutely. It’s sparking innovation across sectors. In e-commerce, we see curated platforms inspired by K-fashion. In content creation, fan platforms and apps now think in “fandom-first” experiences. Even fintech is catching up—think of group buying, fan donations, virtual gifting. The Korean model proves you can monetize emotional connection, and that’s a game-changer. In content creation, the quality and production value of K-dramas and music videos have inspired local creators to up their game, leading to a professionalization of the industry.
Q: Are Indonesian startups drawing inspiration from Korean fan engagement platforms like Weverse and Bubble?
Shinta: Yes, and I think we’re just scratching the surface. Weverse and Bubble show that community matters more than just content. In Indonesia, fanbases are massive—but often scattered. Local startups are now experimenting with fan apps, exclusive behind-the-scenes drops, and even AI fan assistants. I wouldn’t be surprised if the next big thing came from an Indonesian startup remixing those concepts for our own culture.
The Appeal of Korean Content Models
Q: From your perspective, what makes Korean content models so adaptable or appealing for local startup founders?
Shinta: The brilliance of the Korean content model lies in its meticulous production value, emotional storytelling, and its ability to build a highly engaged fandom. For startup founders, this is gold. They see that it’s not just about the product itself but about the entire ecosystem around it. The content is the hook, but the business model is what makes it sustainable. This includes merchandising, live events, brand collaborations, and fan community platforms. This holistic approach, where the content is a central piece of a much larger, multi-faceted business, is incredibly appealing and serves as a blueprint for success.
So, three things: strong IPs, serialized storytelling, and community-centric thinking. Korean content is high in quality but low in gatekeeping. That makes it remixable, shareable, and scalable. Founders here see how K-content moves across formats—music, webtoons, drama, gaming—and that inspires them to build startups that aren’t just single-service but part of an ecosystem.
Cross-Border Collaboration & Investment
Q: Have you seen a rise in collaborations or investments between Korean companies and Indonesian startups?
Shinta: Yes, and it’s growing steadily. K-beauty brands are partnering with local influencers, K-pop merch platforms are exploring SEA logistics partners, and some VCs from Korea are quietly backing Indonesian creators. But I think we’re still at the “early dance” stage—so many opportunities are waiting to be unlocked.
Q: What’s missing in the Korea-Indonesia startup connection? How could it be strengthened?
Shinta: I think we need more “cultural bridges.” Currently, we lack sufficient platforms and events that connect Korean creators and startups with SEA talent. Imagine a K-pop + SEA Creator Hackathon or a Korea-Indonesia Fandom Innovation Lab. That’s what I’d love to see—spaces where ideas and people collide naturally.
Q: What advice would you give Korean startups or content creators who want to enter the Indonesian or SEA market?
Shinta: Start by listening. SEA is not one market—it’s many cultures, faiths, and subcultures. Don’t just translate—localize. Collaborate with local creators, understand what youth care about, and create community-first experiences. If you get the vibe right, SEA will embrace you.
Cultural Intelligence & Future Trends
Q: As Bubu.com evolves into a Cultural Intelligence Agency, how does Korean cultural influence fit into your trend analysis?
Shinta: Korean culture is a major signal in our trend radar. From the way K-pop fans mobilize on TikTok to the aesthetics of Korean streetwear, it tells us how young people value identity, authenticity, and global belonging. We analyze these behaviors to help brands stay culturally relevant—not by copying K-trends, but by understanding why they resonate. We analyze how Korean aesthetics are being integrated into local brand campaigns, how K-pop fan behavior is influencing digital communities, and how K-drama storylines are shaping conversations around social issues. It’s not just about what’s popular; it’s about understanding the ‘why’ behind its appeal and how it’s shaping the next generation of Indonesian consumers.
TODAK Nusantara Taps Korean IPs for Gaming and Lifestyle Innovation
Q: With your new leadership role at TODAK Nusantara Group, are there upcoming projects involving Korean IPs or collaborations?
Shinta: TODAK is big in gaming and lifestyle, and we’re already looking at potential International collabs, whether through esports tournaments, K-game character licensing, or fan drops that combine Korean creativity with Indonesian youth expression. I can say that TODAK Nusantara Group is deeply interested in the global entertainment and technology space, and Korea is a clear leader in this area. We are constantly exploring opportunities to collaborate with international partners, including those from Korea, to bring new and innovative experiences to our audience. Moreover, we see immense potential in leveraging Korean IPs and technology to create engaging content and platforms for the Indonesian and SEA markets. We do want to bring something fresh and unexpected to the region.
The SEA-Korea Collaboration in 5 Years
Q: Finally, what excites you most about the next 5 years of SEA-Korea collaboration?
Shinta: The power shift. It’s no longer East copying West. It’s East inspiring East. SEA and Korea together can build something entirely new: youth-powered, purpose-driven, and globally influential. I’m excited to see more hybrid creators, fandom-powered commerce, and even decentralized entertainment platforms born from this collaboration. This isn’t just about business; it’s about cultural exchange at a deeper level. It’s about blending the best of both worlds to create something truly global, and I believe this synergy will redefine the future of the creative and tech industries. It’s not just collaboration, it is definitely co-creation.
Closing Thoughts & Takeaways
This conversation with Shinta Witoyo Dhanuwardoyo of BUBU.COM highlights how the Korean Wave is far more than just entertainment—it’s a cultural and economic catalyst. From inspiring new startup models to reshaping consumer expectations, Korean content has become a blueprint for emotional engagement, community-building, and cross-border creativity.
For Indonesian startups, the opportunity lies in blending global inspiration with local context—transforming admiration into innovation. As Shinta notes, the future isn’t just about collaboration; it’s about co-creation between Southeast Asia and Korea. This synergy promises to redefine the next generation of digital experiences, youth culture, and creative economies across the region.
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