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K-Drama Actor Scandals Can Affect Viewers Interest, Here’s What Gen Z Says

The spread of South Korean culture, also known as the Korean Wave, continues to grow globally, including in Indonesia. It’s not just about entertainment, it also influences local consumer behavior.

A recent survey by Jakpat involving 1,211 respondents revealed interesting insights about Korean dramas (K-dramas) in Indonesia, from viewers’ favorite drama genres to their interest in products shown in K-dramas.

“The Korean Wave in Indonesia is not just a passing trend. It’s a real form of South Korea’s soft power that has reached many aspects of Indonesian life, from entertainment and lifestyle to consumption. Indonesia is now one of the biggest markets for Korean culture in Southeast Asia, and this trend is expected to keep growing,” said Septiana Widi Sugiastuti, Research Lead at Jakpat.

Favorite Genres and Standout Actors

In the past six months, more than half of the respondents (51%) said they watch K-dramas. This shows that K-dramas have become an important part of daily entertainment for many Indonesians.

When it comes to genres, romance is the top favorite especially among women (79%), much higher than men (59%). On the other hand, men tend to prefer action dramas (59%) compared to women (47%). This shows a clear difference in taste between genders.

Acting skills are the main reason why people like certain actors or actresses. Although visual appeal still matters, for women, the chemistry between characters is also an important factor (59%) when watching K-dramas.

K-Dramas Influence Product Interest

Korean dramas also influence consumer behavior. Around 45% of respondents said they are interested in buying products endorsed by their favorite actors or actresses. Skincare and cosmetic products grab the most attention (71%), followed by packaged food and drinks (67%).

“Using K-drama elements in product placement strategies is a powerful way to connect with Indonesian consumers, especially Gen Z and Millennials. The key is to create emotions, lifestyles, and aspirations that match the K-drama world,” added Septiana.

How Scandals Affect Actor Popularity

An actor’s popularity doesn’t always mean a long-lasting good image. Gen Z audiences are more sensitive to personal scandals involving celebrities. About 37% of Gen Z said they would lose interest if their favorite star is involved in a scandal, and 22% said they might even stop watching the drama. Meanwhile, half of Millennials say they will continue watching as long as the drama is good.

Sexual scandals are seen as the most damaging to an actor’s reputation. 81% of respondents agreed that cases like harassment or sexual abuse strongly affect how they view the celebrity.

“K-drama actors’ personal scandals can seriously impact viewer loyalty and brand marketing strategies. From a business point of view, it’s important for brands to realize that a celebrity’s public image can change quickly,” concluded Septiana.

Want to know which K-dramas are the most popular, and which actors and actresses are the favorites in Indonesia? Download the full “Korean Drama Trends in Indonesia” report via the following link: