Indonesian Novel 'Cigarette Girl' Breaks into South Korean Market as RI Strengthens Cultural Diplomacy
Jakarta — Ratih Kumala’s novel “Gadis Kretek” (Cigarette Girl), a work by an Indonesian author, has been officially published in South Korean. The book launch forms part of efforts to strengthen cultural diplomacy between Indonesia and South Korea through literary works.
Indonesian Ambassador to South Korea Cecep Herawan stated that whilst Indonesia and South Korea have historically maintained strong economic and diplomatic relations, literary works can serve as a bridge for understanding the values and lives of both nations’ peoples.
“The publication of Gadis Kretek in Korean is not merely a translation process of a book. This is a joint commitment to expand cultural exchange between Indonesia and South Korea,” Cecep said during the novel’s launch at the ASEAN-Korea Centre (AKC) in Seoul on Sunday, 15 March 2026.
The novel’s publication was organised by HansaeYes24 Foundation as part of the Southeast Asian Literature Series programme. This initiative aims to introduce literary works from Southeast Asian nations to South Korean readers through Korean language translation.
Chairperson of HansaeYes24 Foundation, Baek Soomi, stated that Southeast Asian literary works play an important role in enriching cultural dialogue in South Korea. She assessed that amidst the global popularity of Korean culture, South Korean society also needs to be receptive to works from other cultures.
“The publication of Gadis Kretek is expected to broaden Korean society’s appreciation of Southeast Asian literature whilst strengthening the cultural bridge between both regions,” she said.
Author Ratih Kumala revealed that the novel was inspired by the story of her maternal grandfather, who was once a cigarette entrepreneur in a small town in Central Java. From this experience, she developed characters and a narrative arc that blended historical and fictional elements.
The novel Gadis Kretek was first published in Indonesia in 2012 by Gramedia Pusaka Utama. Its popularity increased significantly after the story was adapted into a Netflix series in 2023, which introduced Indonesian cultural setting and social history to global audiences.
As part of promotional activities in South Korea, Ratih Kumala is scheduled to participate in a Book Talk event at Seoul Film Center on 13 March 2026. Additionally, she will perform at a Book Concert titled “Beyond the Smoke” at the National Asian Culture Center in Gwangju on 14 March 2026.
The Indonesian Embassy in Seoul is also utilising this series of events to introduce Indonesian culture more broadly. This includes presenting Gayo coffee in drip bag form so that South Korean society can learn about Indonesia not only through literature but also through the taste of Indonesian coffee.