Sentiment Analysis of Indonesian Interest in Korean Food Based on Naïve Bayes Algorithm

Abstract

Most Korean (South Korean) cultural products, such as drama films, songs, fashion,
and food, are rising worldwide. The Korean Wave or Hallyu phenomenon shows how
Korean culture is accepted by people all over the world. Social media has piqued the
interest of Indonesians, particularly young people, in Korean culture. The phenomenon
creates new business, especially for Korean food. Many Indonesians are curious to
try the food after watching Korean Dramas or Korean artists on social media. The
purpose of this study is to explore Indonesians’ perspective on Korean food through
social media platforms such as Twitter and YouTube. This research measures sentiment
analysis from an Indonesian perspective. The method uses the Naive Bayes algorithm
for data classification. The results show that Korean food has generated positive and
negative interest in Indonesia. It means the opportunity to start a Korean food business
in Indonesia is widely open. As a result, developing a culinary business based on the
thriving Korean culture may be a good opportunity.