Since 2000s onward, the popularity of “Asian”-looking and “Asian flavor” cultural products has been significantly increasing in Indonesian screen culture [especially film, TV, advertising, social media and mobile devices]. The phenomenal interest among young people in Indonesia—and other part of East/Southeast Asia—in Korean TV drama, Japanese music video, and other “Asian flavor” cultural products has indicated the emerging moment of so-called “Asianization of Asia”. Since the latter decade of 20th century, globalization of western popular culture has been accompanied by intra-regional cultural flows within the region of Asia. Within the phenomenon of “Asianization of Asia”, the West is ceased to be the only point of reference for production/consumption of popular culture not merely in Indonesia but also in other parts of Asia. This phenomenon is also termed as ‘trans-Asia’, or ‘intra-/inter-Asia’. The main feature of “Asianization” is not the essentialist idea of...