Track: Entrepreneurship and Innovation

Abstract

Korean culture is currently ruling in various countries including Indonesia. And significant changes have occurred in the way people dress, both young women and men, especially millennials. Korean culture itself or often referred to as Korean Style greatly influences the current style of dress. The purpose of this study was to determine the influence of Korean culture and the style of clothing of today's youth in choosing public spaces to display fashion styles and to understand the processes and motives that underlie them. The method of this study adopted qualitative approaches. The data analysis technique of the descriptive qualitative method is the process of selecting, simplifying, organizing data systematically and rationally in accordance with the objectives of the study. The analysis technique for processing data in this study uses SWOT analysis. The results showed that adolescents who were affected in this style of dress in the Korean style were different. Some teenagers just want to keep up with developments in the world of fashion and some other teenagers are influenced by the fashion style of K-pop idols that they like. In the business that is being carried out, Excity focuses its business on customers by adding new products outside of t-shirts such as stickers, key chains, photo cards, and other merchandise. This new product has a different function but the same goal, namely to satisfy consumers. This research was conducted to determine how deep the influence of Korean culture in the field of fashion on millennial adolescents.