Jakarta – Telkomsel‘s youth-focused digital brand, by.U, recently concluded its second annual KOREA KAJA program, a multi-faceted initiative celebrating Korean culture and community engagement. The program, which ran from July to October 2025, culminated in indonesia’s largest Random Play Dance competition and awarded a trip to South Korea to 17 participants. This report details the program’s success and provides insight into the growing popularity of K-culture within the region.
Jakarta, January 23, 2026 – by.U, Telkomsel’s all-digital youth-focused brand, concluded its KOREA KAJA Vol.2 program on October 31, 2025, after a successful run beginning July 9, 2025. The initiative culminated in Indonesia’s largest-ever Random Play Dance (RPD) Competition, featuring a series of roadshows across Jakarta, Solo, Bandung, Surabaya, and Bali, capped off by a Grand Final event in Jakarta with a performance by SM*SH.
KOREA KAJA was designed as an immersive space for K-culture enthusiasts to connect, express themselves, and enjoy shared experiences. The program blended online and offline activations, leveraging the popularity of Random Play Dance as a dynamic competition and a celebration of community. Participants could join in spontaneously, showcasing their knowledge of choreography to popular K-pop tracks.
Through four participation pathways – the RPD competition, purchases of “Kpopers Modal Kuota” packages, merchandise purchases from uStore, and Ucoin redemptions – a total of 17 winners earned a 7-day, 6-night trip to South Korea. The trip, which took place from December 10-16, 2025, included attending a K-pop concert, participating in a dance class at 1MILLION Dance Studio, and exploring iconic cultural and culinary destinations featured in Korean dramas.
Herman A. Prasetyo, Head of by.U Product Marketing, stated, “by.U is built on the freedom to customize services and packages to meet the interests and needs of young people. The trend of Random Play Dance demonstrates the power of music to unite communities. Through familiar songs from artists like TWICE, BTS, BLACKPINK, and Stray Kids, anyone who knows the choreography can join in and dance. KOREA KAJA provides a #AnehTapiNyata space for young people to express themselves and inspire others.”
Third-party data analysis reveals the significant appeal of the Random Play Dance trend on social media, with the hashtag #randomplaydance garnering approximately 1.5 billion views and over 19,400 posts on TikTok as of October 2025[1]. This popularity aligns with the enthusiastic response to KOREA KAJA Vol.2, which received more than 1,450 video submissions through the RPD pathway – a nearly twofold increase, or 97.8% more, compared to Vol.1 (which received up to 750 submissions).
To ensure fairness and credibility, KOREA KAJA Vol.2 featured a panel of professional judges with established backgrounds in dance and K-culture. As with Vol.1, Asyifa “Acipa” (@a.ci.pa) served as a core judge. For Vol.2, the judging standards were further strengthened with the addition of Brandon De Angelo (@brandon_lilhero), Bisma Karisma (@sibisma), and local judges at each roadshow location to guarantee objective, relevant, and high-quality evaluations.
Telkomsel is advising customers to remain vigilant against potential scams impersonating by.U, Telkomsel, or the KOREA KAJA program. by.U will never request personal information such as OTP codes or PINs. Customers are urged to verify information through official by.U and Telkomsel channels.
Complete details about by.U KOREA KAJA Vol.2 and a list of program winners are available at koreakaja.id.
