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View all search resultsSeizing the 'Lisa' moment
Indonesian tourism must move away from a reactive model that only responds to organic virality, such as the "aura farming" trend of the Pacu Jalur longboat races in Riau.
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Customers queue for the vinyl plush toys from Labubu, made popular by BLACKPINK's Lisa, at Pop Mart in South Jakarta in this file photograph. (Shutterstock)
I
ndonesia has seized the center stage of K-pop and K-drama fandom following Netflix’s decision to film portions of its action sequel, Extraction: Tygo, across Greater Jakarta. The high-profile production features a star-studded cast, including BLACKPINK’s Lalisa “Lisa” Manobal, Train to Busan actor Ma Dong-seok and Squid Game’s Lee Jin-wook.
A primary filming site is the Kota Tua complex in West Jakarta, the city’s historic old town dating back to the Dutch colonial era. Scenes were captured across various heritage landmarks, including Kasteel Batavia (Batavia Castle), once the administrative heart of the Dutch East India Company (VOC).
While the production reportedly portrays Jakarta as a stand-in for Myanmar, the decision to film in the capital, and the seamless facilitation by local authorities, deserves recognition. Deputy Governor Rano Karno, a former actor himself, has pledged to streamline permits, upgrade public spaces and safeguard film workers’ rights as Jakarta seeks to brand itself as a global “cinema city.”
This proactive stance marks a shift from past missed opportunities. In 2023, HBO’s live-action adaptation of The Last of Us featured Jakarta in its narrative, yet the production ultimately filmed in Canada. At the time, convoluted regulations and a lack of incentives made it more feasible to recreate the Indonesian capital thousands of kilometers away than to film on-site.
International precedents show that appearing in a hit production can trigger massive tourism gains if governments strategically capitalize on the exposure. New Zealand provides the gold standard; the country became synonymous with "Middle-earth" following The Lord of the Rings trilogy, drawing hundreds of thousands of visitors annually to its iconic filming locations.
If Indonesia can replicate this success, perhaps by curated "Lisa" or K-drama-themed city tours, it could unlock fresh momentum for urban tourism beyond Jakarta’s traditional attractions. A similar playbook could be applied when other global stars visit different parts of the archipelago.
The opportunity is particularly timely as the country’s tourism sector still struggles to reach pre-pandemic levels. The Tourism Ministry recorded 15.39 million foreign tourist arrivals in 2025, surpassing the government's initial target of 14–15 million. The growth was bolstered by a significant return of travelers from China, which reached a six-year high of 1.34 million visitors.
