The Ministry of Culture, Sports, and Tourism of Korea, along with the Korea Creative Content Agency (KOCCA), successfully held the “K-EXPO INDONESIA 2024” in Jakarta, Indonesia, from October 14 to 17, 2024.
The event was organized collaboratively by five ministries: the Ministry of Culture, Sports, and Tourism; the Ministry of Agriculture, Forestry, and Fisheries; the Ministry of Oceans and Fisheries; the Ministry of Trade; and the Ministry of Small and Medium Enterprises, as well as seven participating organizations, including the Korea Creative Content Agency (KOCCA), Korea Sports Promotion Foundation, Korea Agro-Fisheries & Food Trade Corporation (aT), Korea Trade-Investment Promotion Agency (KOTRA), Korea Design Promotion Institute (KIDP), Korea Small and Medium Business Distribution Agency (KOSME), and the Korea International Trade Association (KITA).
The primary goal of this event was to expand the export of K-Content and related industries to Southeast Asia, following its success last month in Paris, France.
During the two-day business meeting sessions held on October 14-15 at the Sheraton Grand Jakarta Gandaria City Hotel, discussions aimed at developing new markets through collaboration between the content industry and related sectors took place. A total of 40 content companies and 86 companies from related industries participated in the business meetings, with over 200 buyers from Singapore, Malaysia, the Philippines, and Australia showing great interest in K-Content and Hallyu-related industry products.
On October 16-17, at the Jakarta Convention Center, the event featured various experience zones for visitors, including genre-based zones, collaboration zones, and special zones, offering a fresh and exciting experience. Over the two days, around 30,000 visitors attended the event.
In the “K-Content Multiplex” zone, various genres such as animation, characters, webtoons, games, broadcasting, music, and new technology content were showcased, highlighting the strong interest and enthusiasm for K-Content in Indonesia. Additionally, the event raised awareness of Korean content brands through interactive programs such as quizzes on Korean content.
For the first time, the “K-Content X Related Industries” zone, which was held in Thailand last year, was expanded from seven zones to 14 zones in Indonesia. In this zone, visitors could explore the potential for expanding and developing new markets between content and related industries and had the opportunity to vote for the most popular products through live voting on-site.
A special zone, presented in collaboration with the Korea Agro-Fisheries & Food Trade Corporation (aT), introduced new concepts such as a Korean convenience store and an area along the Han River, showing the fusion of content, food and beverages, and consumer products (such as instant noodle machines) as a cross-sector industry experiment.
Additionally, at K-Stage, various entertainment events took place, including fan signing sessions with popular Indonesian webtoon author “Killer Badro,” a fan meeting with Ailee and Nomad, and performances by the group Beatpelahouse, bringing great joy to Indonesian fans.
On the evening of October 16, a concert featuring performances from four Korean groups—SF9, Ailee, Nomad, and Beatpelahouse—was successfully held. The performances, which combined various genres including K-pop idol groups, OSTs, beatboxing, and a cappella, attracted more than 4,200 visitors, creating a festive atmosphere in Indonesia.
KOCCA representatives stated, “Through the K-EXPO, we have opened up significant opportunities for Hallyu content experiences and export expansion in Southeast Asia, especially in Indonesia. Going forward, we will continue to collaborate with relevant ministries and explore various creative approaches to showcase more innovative K-Content.”
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