A scene from the Indonesian film Laut Tengah, set in Korea, unexpectedly went viral across TikTok. The clip features the now-iconic line “Popo? Siroyo,” which audiences found amusing for its mix of Korean setting and Indonesian context. Memes, remakes, and reaction videos began circulating from both Indonesian and Korean users, sparking a wave of cross-cultural engagement.

The film’s official account cleverly leaned into the trend by reposting user-generated content, which in turn fueled even more curiosity around the movie. What began as a quirky scene has become an entry point for broader conversations about the film and Indonesian cinema.

The Appeal of Cultural Fluency
Indonesians are no strangers to the Korean Wave. Years of exposure have made them highly attuned not only to Korean culture, but also to its language quirks and slang. This cultural fluency means audiences quickly spot when something feels authentic, and when it feels off.

The viral rise of “Popo? Siroyo,” demonstrates how a single line can act as both a source of humor and a catalyst for hype. It highlights how audiences celebrate positive cultural nuances, even when they are playful, while rejecting what feels forced or inaccurate.

Turning Moments Into Momentum
For brands, the key lesson is agility: the ability to turn a small or unexpected moment into a larger conversation. By engaging with trending content, brands can redirect attention and spark curiosity in ways that feel timely and relevant.

This can mean celebrating humor in cultural mashups, amplifying UGC that resonates with audiences, or reframing potential criticism into opportunities for dialogue. By showing cultural awareness and responsiveness, brands demonstrate that they are not only watching the culture, but also participating in it.