KOREAN WAVE AS A DRIVER OF VIRAL FASHION TRENDS: INSIGHTS FROM CROCS IN THE DIGITAL ECONOMY

Abstract

The Korean Wave (Hallyu) has influenced not only music and drama consumption but also fashion trends worldwide. One remarkable case is the viral popularity of Crocs among Gen Z consumers, driven by Korean dramas in which the footwear is featured in hospital settings. This study explores how Korean Wave contributes to viral marketing of fashion products, with a qualitative approach focusing on Gen Z university students in the urban city of Pekanbaru. Data were collected through in-depth interviews with 12 students and observation of digital media. Findings show that Crocs’ popularity is strengthened by both cultural exposure (K-Drama) and digital marketing strategies, creating a lifestyle symbol among youth. The research highlights practical implications for local brands seeking to adopt similar strategies by leveraging cultural influences and social media.