INFLUENCE OF K-POP FAN CULTURE ON INDONESIAN FANS’ BEHAVIOR TOWARD THE KOREAN BASKETBALL LEAGUE

Abstract

This research aims to investigate how K-pop fan culture influences the behavior of Indonesian fans toward Korean Basketball League (KBL), with the growing spread of the Hallyu (Korean Wave) globally, Indonesia as one of the biggest markets countries for K-pop increasingly adopting Korean fan culture practices across different sectors, including sports. Through the qualitative interview with 15 Indonesian KBL fans who had been familiar with K-pop fan culture for a few years, the research reveals how the fan behaviors usually associated with K-pop such as social media engagement, merchandise culture, and fan driven project, have been adapted into Korean Basketball League fandom. Findings suggest that K-pop participatory culture significantly shapes the emotional engagement, loyalty and consumption behavior of KBL fans in Indonesia. This research highlights the convergence of entertainment and sports fandom in the digital era and provides insight into how media exposure and fan practices cross cultural and industry boundaries.