Gadis Kretek Strengthens Indonesia–Korea Cultural Diplomacy

RRI.CO.ID, Seoul - The launch of the Korean-language version of the novel Gadis Kretek marks an important step in strengthening cultural diplomacy between Indonesia and South Korea. The event was held at the ASEAN-Korea Centre in Seoul on Friday, 13 March 2026, as part of efforts to introduce Indonesian literature to international readers.

Indonesia’s Ambassador to South Korea, Cecep Herawan, emphasized that relations between the two countries are not only built through economic cooperation and formal diplomacy. According to him, literary works can serve as a bridge that helps people from both nations better understand each other’s values, history, and social life.

“Indonesia and Korea have long enjoyed strong economic and diplomatic relations, but through stories like Gadis Kretek, we can better understand the values, history, and lives of people in each country,” he said.

The publication of the novel is the result of collaboration with the HansaeYes24 Foundation through the Southeast Asian Literature Series program. The initiative aims to introduce literary works from Southeast Asia to Korean readers through translation into the Korean language.

Chairperson of HansaeYes24 Foundation, Baek Soomi, stated that Southeast Asian literature plays an important role in enriching cultural dialogue in Korea. She believes literary exchange can broaden perspectives and strengthen cross-cultural understanding.

“At a time when K-Culture is receiving global attention, Korea also needs to open itself to literary works from other cultures,” she said.

The novel Gadis Kretek was written by Ratih Kumala and was inspired by the story of her grandfather, who once ran a kretek cigarette business in Central Java. From that experience, she developed a historical fiction narrative portraying family dynamics, romance, and the development of Indonesia’s kretek industry.

The book was first published in 2012 by Gramedia Pustaka Utama and captured national attention in Indonesia. Its popularity surged significantly after it was adapted into the series Gadis Kretek, released on the streaming platform Netflix in 2023.

As part of the promotional activities in South Korea, Ratih Kumala also attended a book discussion at the Seoul Film Center. She later continued the promotion by participating in a Book Concert titled “Beyond the Smoke” at the National Asian Culture Center.

The Indonesian Embassy in Seoul also introduced another aspect of Indonesian culture by presenting coffee from Gayo presented as drip bag coffee. This effort forms part of cultural diplomacy, or second-track diplomacy, aimed at strengthening people-to-people connections between the two countries through literature and cultural experiences.