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Creative marketing specialist with 6+ years in Southeast Asian entertainment, a region built around trigger cities that the global industry is still catching up to. Behind the launch and the localization of a K-pop leading company in Indonesia.
Her work spans creative direction, campaign strategy, brand partnerships, and market entry across SEA's most culturally distinct cities (Jakarta, Ho Chi Minh, Singapore, Bangkok). Currently running Memorabilia in New York City, a cultural event series bringing Southeast Asian sound to the diaspora.
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Creative Direction & Social Media Mgmt
When SMTOWN expanded to Indonesia, the instinct would have been to localize the mothership (translate, repost, adjust for time zones). But that's not what we did. Indonesian fans weren't outside K-pop looking in; they were already one of the most passionate audiences on the planet!
For 4.5 years, I built @smtown_idn’s digital presence from scratch, spearheading a content strategy that felt native with the local audience through visual storytelling, cultural nuance, and interactive engagement, blending data-driven insights with an authentic, humane understanding.
We didn’t just localize content, we made it feel like home for the K-pop community. We went grassroots and familiarized SM Artists with general audiences and closed the existing communication gap. In 1.5 years, we hit 1 million followers from zero, with an E.R. (%) surpassing SMTOWN’s global account.
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Content Production
Content Production
I managed the entire production process—from ideation, scriptwriting, and directing to videography, editing, and motion graphics—ensuring that each episode felt fresh, engaging, and tailored to the Indonesian audience.
Led a fan-driven digital campaign for Super Show 8 in Jakarta (2019), using #NamainSUPERJUNIOR on Twitter and Instagram to engage tens of thousands of fans. The campaign invited fans to suggest Indonesian names for the members, and the chosen names were revealed in this special AweSM Corner segment, filmed backstage. SUPER JUNIOR picked their names live, creating a fun, interactive moment between the group and their Indonesian fans.
1.2 Million streams on YouTube
91k likes on YouTube
4.2k comments on YouTube
322k views on Instagram
121k likes on Instagram
4.8k comments on Instagram
Building on the success of the SUPER JUNIOR campaign, I replicated a similar activation for WayV's visit to Jakarta in 2022. We created a Chinese-Indonesian style Warung (stall) with localized elements and role play, where the WayV members acted as the stall owners. The unique concept was well-received regionally (gaining engagements from fans in neighboring countries), becoming one of the most viewed episodes of AweSM Corner.
1.9 Million views
365k likes
9.1k comments
I took the typical flirting catchphrases to the next level by having SUPER JUNIOR-D&E learn and teach the art of crafting flirty phrases in Indonesian. Instead of just reading scripted lines, the members got hands-on with creating their own flirty words. We added a playful twist by incorporating the tacky style of provincial truck bumper stickers commonly seen in Indonesia, making the segment both humorous and very localized.
244k views
105k likes
2.5k comments
288k views
184k likes
4.2 comments
139k views
80.2k likes
278 comments
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Artist Branding Consultancy
Artist Branding Consultancy
I developed a custom branding formula, blending strategic insight with artistic authenticity, guiding artists in defining their core DNA—from their sonic and visual identity to their social media presence.
My approach ensured that every touchpoint, from aesthetic choices to audience engagement, aligned seamlessly with their artistic vision, creating a personal brand that felt organic yet impactful.
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Event Organizing (Creative & Curatorial)
Event Organizing (Creative & Curatorial)
Venue:
Xanadu Roller Arts
262 Starr St
Brooklyn, New York
Blok M has long been a zeitgeist and third space for Jakarta’s urban youth culture. Throughout the 1980 1990s, roller disco venues such as Lipstick, Happy Day, and NASA have shaped how young people gathered, moved, and expressed themselves through skating, music, and nightlife.
We brought channeling this Blok M energy to Brooklyn at Xanadu, New York’s only indoor retro roller rink, where Indonesian disco and funk meet global groove.
Starring: Disconesia (DC), Arjun Shah (Disco Tehran) (NYC)
2025
Venue:
The Brooklyn Monarch
Meadow St
Brooklyn, New York
My roommate and I (under the name of Memorabilia Tour), with @disc0nesia brought Indonesia's golden era of creative pop, funk, disco, pop, and psychedelia to New York. Our first public event with more than 200 people coming, four DJs spinning everything from dangdut to experimental, and the kind of kerupuk eating contest that makes strangers suddenly very competitive.
Indonesians in NYC often live in separate circles, and we wanted to crack that open and build an inclusive space where everybody: students, families, professionals, artists, archivists, random curious friends with different interests and backgrounds, could actually collide. Any bigger representation has to start with a more connected Indonesian diaspora in the city.
Starring: Chandni Servia (NYC), Titto (Boston), Jimmy Lim (Boston), and Disconesia (DC) (all Indonesian talents based in the NE).
Venue:
Arlene’s Grocery
95 Stanton St.
New York
A Southeast Asian vinyl night at Arlene's Grocery. DJ Tenta moving through Tagalog disco, Thai molam, Khmer psychedelia, and Indonesian creative pop. Full house despite minimal promotion, 120+ RSVPs, a lot of them are first-timers.
Venue:
The Brooklyn Monarch
Meadow St
Brooklyn, New York
A fun and spooky Halloween reframed through Indonesian urban legends and Brooklyn rave culture. With Indonesian ghost animatronics shipped straight from Jakarta, a very Pasar Malam haunted house, fortune teller booth, video mapping, and a dance floor.
The crowd drew from across the Northeast (Boston, Baltimore, DC, Philadelphia, Maryland), a growing network of Indonesian and SEA creatives who keep showing up for each other.
Starring: Jimmy Lim (Boston), and Disconesia (DC), Kadoleaf (Virginia/NYC)
Venue:
Two Brothers Fish & Chips - Lucky’s Jamaican and Caribbean Food
897 Broadway
Brooklyn, New York
Took a personal project to the next level, teaming up with my roommate to turn a Caribbean restaurant across our place in Bushwick into a living memorabilia—an exhibition of our lives in retrospect, complete with miniature recreations of our bedrooms as the centerpiece.
Wrapped it up with an Indonesian disco karaoke night and transformed the space from this kitschy, ironic gallery into a full-blown dance floor.
We did a whole Instagram page, and proper publications and branding for this event. Check it out here.
Venue:
The Consulate General of the Republic of Indonesia
E 68th St
New York, New York
Ramadan has become an integral aspect of Indonesian culture, celebrated with fervor and zeal throughout the nation regardless of culture and beliefs.
I decided to host this special event, bringing back the tradition of "Ngabuburit" to New York City as people gather before breaking fast to enjoy a delightful jazz quartet performance showcasing NY-based Indonesian jazz talents, accompanied by enticing moving visual arts. Attended by more than 50 people, tickets sold out in a day.
Venue:
KWANGYA JAKARTA (SMTOWN Indonesia Merch Flagship)
Lotte Shopping Mall,
South Jakarta,
Indonesia
Led the 4th-anniversary online/offline campaign for SM Entertainment Indonesia, coordinating a multi-faceted celebration that united fans, artists, and influencers. The campaign’s impact included:
345 singing cover online submissions
221 dance cover online submissions
3,213 event raffle sign-ups
22,000 voluntary responses for market research
A flagship store opening attended by over 15 key opinion leaders, including top-tier Indonesian celebrities, artists, and influencers
Venue:
Balairung Universitas Indonesia,
Depok,
West Java,
Indonesia
Led the creative direction and branding for Korean Culture Day (KCD) Indonesia, a festival that draws 5,000+ visitors annually, growing each year to become the largest non-concert Korea-focused festival in Indonesia by 2017.
For its 9th edition, I rebranded the festival with a more urban, creative, and experiential concept—"Sunsational Getaway"—a celebration of Jeju Island’s tourism and its summer charm. Hot, and fresh.
With cohesive visual storytelling, elevated branding, and interactive on-site experiences, The 9th KCD became an immersive escape—transporting visitors into the vibrant essence of a Korean summer.
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Music Videos
Music Videos
Creative Director and Scriptwriter
Color Grading
Animations
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Brand Video Campaigns
Brand Video Campaigns
Creative Director and Editor
2023
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Graphic Design
Graphic Design
Whether it’s logos, ad mats, or promotional assets, I focus on creating designs that don’t just look good but feel right, making sure they tell a story and connect with the audience in a meaningful way.
Design 2
Design 3
Design 4
Design 5
Design 6
Design 7
Design 9
Design 10
Design 11
Design 12
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Photography
Photography
CHOI SIWON <PERFECT DATE: JAKARTA FAN MEETING, 2019>
SUPER JUNIOR-D&E <SUPER KOREA FESTIVAL, JAKARTA 2019>
TVXQ <CIRCLE TOUR, JAKARTA, 2019>
SUPER JUNIOR - <THE SUPER SHOW 8 JAKARTA, 2022>
NCT DREAM <THE DREAM SHOW: JAKARTA, 2020>
LAIR @ SXSW, AUSTIN TX 2024
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Creative Writing & Research
Creative Writing & Research
In January 2025, I spent a little over three weeks in Rio de Janeiro studying Emerging Models and Markets with New York University's Music Business Grad Program. As an MPB and Bossa Nova avid listener for more than a decade, it was a full-circle moment to finally visit the place that has musically inspired me for so long.
For this program's final project, I tried to connect the dots between two unlikely places—São Paulo’s Funk scene and how it reaches Maumere, East Nusa Tenggara, the southernmost part of Indonesia, which apparently also has a shared Lusophonic history with Brazil. It’s an eye-opening look at how Funk, once marginalized in comunidades (or favelas, as they’re often called) of Rio, is finding its way to another overlooked region halfway across the world. I think there’s something really special here, and I'd like to share my research with everyone to see just how much potential Indonesia has as a market where Funk isn’t just heard but participated in and embraced as a cultural force.
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Songwriting & Performance Credits
Songwriting & Performance Credits
I’ve written songs for my own records and co-written for various collaboration projects.
🔗 [Listen to the full catalog here.]
One of my notable works (composition and sound recording) was nominated for Best Soundtrack at Festival Film Indonesia (FFI), while the film itself won the Golden Leopard at the Locarno Film Festival, Italy (2021).