Halal Korean Food and Glocalization

Korean food started to gain its fame in Indonesia after K-Pop wave is widely consumed in this country. Facing the fact that the majority of Indonesians are Muslim, people started to modify the ingredients of Korean food to reach the halal standard, which then promoted through many kinds of media. This study aims to analyze how the products of halal Korean food represented on online media. This kind of food is discussed in the context of its relationship with the representation of the customers’ identity as Moslem. Drawing on data collected from posts about Korean halal food on Instagram and blog archives, as most sources are found in them. The data taken then are analyzed in order to understand the process of the hybridity products fulfill its progressive potential in a local context --in this case, halal context--. The findings show that Indonesians, with the majority of Moslems, are not only consuming Korean food and be part of the domination of the Korean wave but on the other hand, they also articulate their ideology of being cosmopolitan Moslems.