Assemble K: Your Gateway to the K-Beauty Experience in Indonesia

Assemble K, the retail and incubation business unit of Kelph Co., Ltd., is an integrated K-Beauty platform located strategically within Lotte Mall Jakarta. It is designed to be a collaborative "playground" that goes beyond traditional retail by merging K-Beauty products with immersive experiences and content, serving as a landmark for Hallyu (Korean Wave) content within Jakarta. 

Our primary mission is to act as an end-to-end partner for K-Beauty brands, assisting them in successfully adapting to and penetrating the high-growth Indonesian market.  We leverage the high preference for K-Beauty among Indonesia's young demographic (62% of 15-25 year olds have K-Beauty experience) and the country's strong social media presence to maximize brand visibility and sales. 

Inside the store, we operate various conceptual zones, including make-up stations, a live stage, and professional derma clinics, to provide diverse experiences in a single location. (p. 16) We continuously drive consumer engagement and organic buzz through daily, weekly, monthly, and quarterly promotions, such as K-pop performances, makeup masterclasses, and monthly influencer parties, which generate significant user-generated content (UGC) and drive traffic. 

By connecting brands, channels, and consumers, Assemble K aims to become the central networking hub for the K-Beauty platform ecosystem in Southeast Asia, using data-driven strategies rather than mere intuition to ensure brand success.

Assemble K

Org chart

Teams

Offices