With luv to Indonesia: Popular K-pop boyband BTS named Tokopedia’s brand new ambassador

Popular K-pop boyband BTS in an ad for Tokopedia. Screenshot from Youtube/Tokopedia
Popular K-pop boyband BTS in an ad for Tokopedia. Screenshot from Youtube/Tokopedia

Indonesian startup unicorn Tokopedia on Monday announced their newest brand ambassadors: hugely popular K-pop boyband BTS.

The collaboration was first teased in the post below, featuring members of BTS facing away from the camera. It didn’t take a genius to figure out who the teaser was referring to with its “Bisa Tebak Siapa” (can you guess who?) copy (hint: it’s in the abbreviation of the Indonesian phrase), undoubtedly sending Indonesian ARMYs (BTS fans) into a euphoric frenzy.


The official hashtag for the collab, #TokopediaXBTS, even landed on Twitter’s list of top global trending topics upon the announcement. 

Through this collaboration, BTS is also going to release exclusive content for Tokopedia, but what that entails exactly has yet to be announced (Ed. note: fingers crossed this means regular concerts in Indonesia).

“BTS is a group that is able to change the music industry, despite having faced various limitations and challenges throughout their journey. We really appreciate their strong commitment to make innovations and spread positive messages, therefore BTS is the right partner to spread Tokopedia’s message to the world,” Tokopedia’s co-founder and CEO William Tanuwijaya said in a press release

BTS ⁠— Korean name Bangtan Sonyeondan and also known as Bangtan Boys ⁠— is a seven-member boyband formed in 2013 under Big Hit Entertainment, consisting of leader RM (formerly Rap Monster), Jin, Suga, J-Hope, V, Jimin, and Jungkook. During the six years of their career, the members co-write and produce the majority of their songs.

Their musical style has evolved from hip hop to a wide range of genres, with lyrics mainly focused on personal development and social issues. BTS don’t shy away from the themes of mental health, loss, as well as loving oneself ⁠— earning them a huge legion of fans worldwide, who feel like the group’s music speaks to them.

BTS became the first K-pop group to be ranked first on the Billboard 200 chart. The group also went on a sold-out world tour, including concerts at Rose Bowl Stadium in LA and Wembley Stadium in London. They’ve collaborated with global artists such as Nicki Minaj, Steve Aoki, Charli XCX, and most recently Halsey in their recent hit single Boy With Luv. Several members have released their solo collaborations, such as RM with rap newcomer Lil Nas X in a remix of Old Town Road and J-Hope with singer Becky G in a remake of 2006 viral hit Chicken Noodle Soup.

In the last few years, BTS have scored many appearances in US media, ranging from magazine interviews to performing in late night TV shows. They were included in TIME Magazine’s Most Influential People 2019 list, and became the first K-pop group to deliver a speech at the United Nations in September last year, in appreciation of the positive impact their album trilogy, Love Yourself, had on fans.

Tokopedia is an Indonesian e-commerce platform, founded by William Tanuwijaya and Leontinus Alpha Edison in 2009. The company is one of Indonesia’s five startup unicorns (startups valued at US$1 billion or more), and claims to have 90 million monthly active users on the platform.

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