International Journal of Arts and Social Science www.ijassjournal.com ISSN: 2581-7922, Volume 8 Issue 9, September 2025 Rahmad Faisal Page 171 Cultural Adaptation and Branding Strategy in Noodle Advertising: A Semiotic and Marketing Perspective Rahmad Faisal 1 ; Fathu Rahman 2 ; Suryono Effendi 1 1 , Universitas Nasional Jakarta, Indonesia 2 , Hasanuddin University, Indonesia ABSTRACT: This study aims to analyze how the visual and verbal elements in the Mie Sedaap Seaweed Crunch advertisement construct branding strategies through Barthes' semiotic approach and the marketing concepts of Kotler and Keller. The objectives of this study are; 1) to reveal how visual and verbal signs are constructed in commercial advertisements of Indonesian products with Korean nuances, and 2) to provide a detailed description of visual and verbal meanings that drive the purchasing power of young customers of Indonesia. The method used is descriptive qualitative, with data analysis techniques based on sign interpretation (signification) and modern marketing theory. The findings reveal that visual elements such as the use of Korean actor Ahn Hyo Seop, the color red, and Hangeul script create both denotative and connotative meanings that strengthen associations with Korean culture (Hallyu) and construct a myth of a modern and authentic lifestyle. On the other hand, the marketing analysis based on Kotler and Keller reveals that segmentation, positioning, and differentiation strategies are implemented by selectively adapting Korean culture to target the Indonesian local market, particularly for young consumers who are drawn to global trends. This study emphasizes the importance of cultural adaptation in building a strong and relevant brand image in the global market. Keywords: Advertising, semiotics, branding strategy, Korean culture, cultural adaptation I. Introduction The phenomenon of the rise of Korean products in Indonesia, both in original form and the result of collaboration with local products, shows how strong the appeal of Korean culture is to Indonesian consumers. In recent years, many original Indonesian products have begun to utilize typical Korean elements, both in terms of visual appearance, marketing communication strategies, and product variants (Jung & Lee, 2024; Awanda et al., 2025; Sachiya et al., 2025; Mochammad et al., 2025). The Korean touch in these products is not just a trend, but has become an effective marketing strategy in attracting the attention of the market, especially young people. Local products that add Korean-language taglines, use brand ambassadors from Korean idols or actors, and provide spicy Korean flavor variants (such as "hot ramyun" or "gochujang") have proven to receive a very positive response from Indonesian consumers. Consumers are not only interested in the product itself, but also in the lifestyle and image offered through its packaging and advertising narrative. It is as if the product becomes more valuable just because it contains a "Korean touch", even though it is produced locally (Amalia et al., 2024; Safitri et al., 2024; Youngsun et al., 2024). This fact shows the existence of a strong construction of meaning in the marketing communication process. Commercial advertising does not just convey product information, but also forms certain perceptions and