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If you’ve spotted the bold red Mardi Mercredi sign above a new minimalist storefront in Senayan City or passed by the blue-hued Aland fashion retailer that opened in Central Park last year and wondered what these brands were about, you’re in the right article.
These stores are among the latest to ride the unstoppable Hallyu wave, following in the footsteps of fellow South Korean brands MLB Korea, which arrived in Jakarta in 2023, and Marhen J, now with stores across the country.
With the global success of K-dramas and K-pop, Korean food and beauty products have become everyday staples. Now, it’s fashion’s turn.
Trendsetters
Remember in the '90s when girls everywhere wanted “The Rachel” haircut? These days, the ultimate trendsetter isn’t Hollywood—it’s Korea.
After Lisa from BLACKPINK flaunted her Labubu accessories, Indonesians lined up for hours to claim a piece of the K-pop magic. The obsession with the monster doll quickly became a global phenomenon.
Ricky, a Labubu seller who was into the collectibles long before the craze, can’t deny the singer’s massive influence.
"Whenever she holds something, the price spikes, and people want it—like the Halloween edition Labubu and Zimomo,” he explains. “Even unrelated characters, like Nyota, gained attention just because Lisa was seen with one."
Lisa’s impact is so powerful that resellers now use it as a marketing strategy.
"One of my friends gave Lisa a Labubu x Pronounce edition at her meet-and-greet last year to spark interest in the lesser-known version,” Ricky says. “And it worked."
Loyal fans
This is a power global brands have increasingly been using, enlisting Korean celebrities—particularly K-pop idols—as endorsers not just for their star power but to tap into their fiercely loyal fanbases.
Take the case of the fans of two of today’s biggest K-pop groups: BTS and Seventeen.
Ammy, 32, is probably the biggest Seventeen fan I know. In just three years, she’s attended seven of their concerts across five cities—and that doesn’t even include award shows and meet-and-greets. Her admiration goes beyond their music, influencing her shopping habits, too.
“Should I list them all?” she laughs when asked about the things she’s bought because of her favorite member, Kim Mingyu.
“I’ve bought clothes, shoes, hats, cosmetics [...] I kinda lost track. I even went to Mingyu’s salon in Seoul!”
When asked why she makes these purchases, Ammy points to the deep emotional connection she has with the group.
“There’s an attachment,” she says. “It feels like we’re sharing a closet. I sometimes buy T-shirts that Mingyu has worn in oversized fits so it feels like I’m borrowing his.”
For Meita, 32, a devoted member of the BTS ARMY, it’s about showing support.
“I buy those items mostly because of BTS. I want to support them, and somehow, it makes me feel closer to them,” says Meita, who has bought BTS-endorsed Fila shirts, cosmetics and even a Samsonite suitcase in bright yellow because it was a special edition marking their hit song "Butter".
Her latest splurge? A canvas bag designed by her favorite member, RM, worth IDR 1.3 million, purchased at a recent BTS exhibition at Neo Soho Mall.
This parasocial connection isn’t for everyone. Personally—and luckily—my biases (fandom speak for favorite K-pop members) aren’t ambassadors for brands I use or care about.
But I’ll admit, seeing BTS’ Jungkook twice a week on Calvin Klein’s Plaza Senayan storefront display led me to something I never thought I needed: premium undergarments. One thing led to another, and now I own several pairs of Calvin Klein underwear, two shirts, and I’m still hunting for the sold-out jacket he wore in one of his ads.
"I get my fashion inspiration from Korean models and influencers." - Cia Wardhana
That celebrity style
Beyond brands, Korean style and aesthetics themselves have become major sources of inspiration—not just for die-hard K-pop fans but for fashion lovers in general.
Remember Crash Landing on You (2019)? Lead actress Son Ye Jin’s iconic sunglasses arguably singlehandedly propelled Korean eyewear brand Gentle Monster into global fame.
For MC, model, and actress Mutia Prita, her style has evolved over the years. In her teens, she leaned toward K-pop-inspired looks, but now, in her 30s, she’s drawn to the elegant styles of K-dramas.
“I love the sophistication of K-drama fashion now,” she says, laughing.
“I’m into classier styles, like [actress] Kim Ji Won’s look in Queen of Tears. I used to experiment with all sorts of hair colors like the idols I admired, but now I stick with dark brown and black.”
Aside from Queen of Tears, which was one of the most-watched Netflix series from late 2023 to early 2024, recent K-dramas like When the Phone Rings (2024) and Love Scout (2025) have given viewers plenty of fashion inspiration, from chic office wear to romantic date outfits and laid-back sportswear.
For those looking to replicate these styles, Instagram accounts like @kdrama_fashion and TikTok’s @kdr.fsh break down exact outfit details, often complete with price tags in multiple currencies, including rupiah.
For radio DJ and MC Cia Wardhana, though, it’s not about following celebrities—it’s about finding inspiration that fits her personal taste.
“I get my fashion inspiration from Korean models and influencers,” she shares.
“I like BLACKPINK’s Jennie and F(x)’s Krystal, but my personal style is more influenced by people like Irene and Ashley Choi.”
For Cia, fashion isn’t about blindly following trends but rather adapting them in a way that suits her.
“I have my own style, but if something they wear fits my taste, it inspires me—especially female idols, since I need outfit ideas for my MC gigs. I also look for hairstyle inspiration depending on the event,” she adds.
And if you’re worried about high price tags, don’t be. A quick search for “Korean style” on e-commerce platforms will reveal endless options for Korean-inspired clothing and accessories from local resellers. From lace dresses and pastel tops to tweed blazers, there’s something for everyone—proving that the K-fashion wave isn’t slowing down anytime soon.
