Why are Korean stars the go-to brand ambassadors in Southeast Asia?
12 Oct 2023
Why are Korean stars the go-to brand ambassadors in Southeast Asia?

Instead of Hollywood stars, Southeast Asian brands see Korean celebrities as more effective ambassadors to enhance recognition, stimulate customer interest, and boost sales. This shift could signal a motion in the marketing of brands towards hyperlocalisation, personalisation, and value alignment.

Nila Armelia Windasari

Nila Armelia Windasari is an assistant professor at the Institut Teknologi Bandung in Indonesia. She teaches in the school's business and management department. She is currently a VAD Fellow in the Faculty of Business and Economics at the University of Melbourne. Nila is also the co-founder and main researcher at iDNA Solutions, a market research firm that specialises in customer insights and data-driven innovations.

Bhima Yudhistira

Bhima Yudhistira is the head of the Centre for Economic and Legal Studies in Jakarta. He earned his degrees from Gadjah Mada University in Indonesia and Bradford University in the United Kingdom.

Yohana Belinda

Yohana Belinda is a journalist based in Jakarta. She writes about human interest, fashion, art, and politics, among other topics. Most of her bylines are with The Jakarta Post, a leading English-language newspaper in Indonesia.