Representation Of Hallyu Culture and Indonesian Culture on The Use Of Brand Ambassador of Tokopedia and Shopee

Tokopedia comes with a new campaign that uses the brand ambassador for K-Pop stars like BTS, utilizing the Hallyu cultural phenomenon that is invading Indonesia lately. Shopee tried to compete with this by choosing Didi Kempot as their latest brand ambassador. From this phenomenon, not only a battle between brands but also cultural battles. Therefore this study aims to analyze how these cultures are represented through the use of brand ambassadors. Tis research uses literature studies and documentation. Ten the data obtained were analyzed using the theory of semiotics, advertising, and cultural perception. Te analysis shows that the representation of Hallyu culture and Indonesian culture is presented through the figure of a brand ambassador. Te results of this study are useful for practitioners and academics engaged in the world of advertising. Keywords: Advertising; Brand Ambassador; Culture; Hallyu; E-commerce