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JURNAL KOMUNIKASI INDONESIA

Abstract

The global rise of the Korean Wave (Hallyu) has created a significant market for Korean products in Indonesia, one of its key export destination. While Korean food (K-Food) is popular, Korean seafood (K-Seafood) remains relatively unknown, presenting a unique marketing challenge. This study examines the Integrated Marketing Communication (IMC) strategies implemented by K-EXPO 2024 to localize and promote K-Seafood to Indonesian consumers, addressing key challenges such as low product awareness and the prevalent stereotype of K-Food being non-halal. Employing a qualitative approach, this research draws on in-depth interviews with key practitioners, including the K-EXPO 2024 Project Head and Promotion Manager, an agro-trade representative, and Indonesia's Minister of Trade. Thematic analysis reveals that the event's success stemmed from a sophisticated IMC strategy. This finding aligned with the Indonesian government's perspective that market penetration hinges on business-led promotional innovation rather than direct trade policy. The findings show that the strategy rested on three pillars: (1) strong message consistency centered on halal certification as a foundational "trust marker"; (2) a multichannel communication approach blending culturally resonant influencers, a transparent informational website, and high-visibility offline advertising; and (3) brand image reinforcement through strategic partnerships with cultural bodies like KOCCA and the use of storytelling linking the product to the aspirational values of the Korean Wave. This study concludes that K-EXPO 2024 offers a practical model for cross-cultural marketing, demonstrating that a multidimensional IMC approach rooted in deep cultural adaptation is critical for transcending cultural barriers and achieving sustainable market growth.

Bahasa Abstract

Meningkatnya fenomena Korean Wave (Hallyu) secara global telah menciptakan pasar yang signifikan bagi produk Korea di Indonesia, salah satu destinasi ekspor utama. Meskipun makanan Korea (K-Food) cukup populer, produk laut Korea (K-Seafood) masih relatif kurang dikenal, sehingga menimbulkan tantangan pemasaran yang unik. Penelitian ini mengkaji strategi Integrated Marketing Communication (IMC) yang diimplementasikan oleh K-EXPO 2024 dalam melokalisasi dan mempromosikan K-Seafood kepada konsumen Indonesia, dengan menjawab tantangan utama seperti rendahnya kesadaran produk serta stereotip yang berkembang bahwa K-Food identik dengan non-halal.Dengan menggunakan pendekatan kualitatif, penelitian ini didasarkan pada wawancara mendalam dengan para praktisi kunci, termasuk Project Head dan Promotion Manager K-EXPO 2024, perwakilan agro-trade, serta Menteri Perdagangan Indonesia. Analisis tematik atas data menunjukkan bahwa keberhasilan acara tersebut digerakkan oleh strategi IMC yang terintegrasi, sejalan dengan pandangan pemerintah Indonesia bahwa penetrasi pasar lebih bergantung pada inovasi promosi yang dipimpin oleh pelaku usaha dibandingkan kebijakan perdagangan langsung. Temuan penelitian ini mengindikasikan bahwa strategi tersebut dibangun atas tiga pilar utama: (1) konsistensi pesan yang menekankan sertifikasi halal sebagai “penanda kepercayaan” mendasar; (2) pendekatan komunikasi multikanal yang memadukan influencer dengan resonansi budaya, situs web informatif yang transparan, serta iklan luring dengan visibilitas tinggi; dan (3) penguatan citra merek melalui kemitraan strategis dengan lembaga budaya seperti KOCCA serta narasi yang mengaitkan produk dengan nilai-nilai aspiratif Korean Wave. Penelitian ini menyimpulkan bahwa K-EXPO 2024 memberikan model praktis bagi pemasaran lintas budaya, menunjukkan bahwa pendekatan IMC multidimensional yang berakar pada adaptasi budaya yang mendalam merupakan kunci untuk melampaui hambatan budaya dan mencapai pertumbuhan pasar yang berkelanjutan.

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