May 22nd, 2025, the Japanese Language and Culture Undergraduate Study Program of Diponegoro University held a Public Lecture in a hybrid format as part of the World Class University Program Visiting Professor. The event featured Mrs. Ayumi Inouchi, Ph.D., from the University of Tsukuba, Japan as the guest speaker, and Mrs. Vania Pramudita Hanjani, S.Sos., M.Si., as the moderator. The lecture was attended by students and faculty members of the Faculty of Humanities, both on-site and online via Zoom Meeting.
Titled “Pink Hotchpotch: K-Pop Fan Merch Industry in Indonesia as Transnational Girl Culture,” the lecture delivered insightful perspectives on the intersection of gender, pop culture, and transnational practices. Mrs. Ayumi explored how Indonesian female K-pop fans reframe and reinterpret elements of Korean and Japanese pop culture through the lens of “cuteness.” She highlighted that this aesthetic is not directly derived from K-pop content itself but is embedded in local practices shaped by Japanese kawaii culture.
This phenomenon, often referred to as “Pink Globalization,” illustrates how Japanese “cute” culture has been globalized and blended with K-pop fandom in Indonesia. According to Mrs. Ayumi, what drives this vibrant fan culture is not merely the influence of Korean content or government-led soft power initiatives, but rather the active role of young Indonesian women in consuming, customizing, and sharing “cuteness” as a form of expression and community-building. This process creates a dynamic, gendered cultural space that transcends national and generational boundaries.
The lecture was met with enthusiastic participation from both on-site and online audiences, sparking engaging discussions and thoughtful questions. At the conclusion of the session, Mrs. Ayumi expressed her sincere appreciation for the lively interaction and warm welcome by the Diponegoro University academic community.