Indonesia is a country where the Korean Wave is spreading rapidly, and has the world s fourth largest population, and its openness to other cultures raises the possibility of the Korean Wave s growth in Indonesia in the future. In addition, unlike China and Japan, where the Korean Wave began, Indonesia is a country with little geopolitical relationship and political risk with Korea. However, despite the growth potential of Indonesia, there is a lack of research on the Korean Wave in Indonesia. Accordingly, this study aims to examine the effects of Korean Wave on Korean products for Indonesian consumers. More specifically, this study examines the effects of self-image congruity on purchase intention through cultural appropriation, information costs saved, and product attitude. In order to empirically analyze this, based on the survey responses of 469 Indonesian consumers, we analyze using SPSS 24.0 and SPSS Macro. As a result of the analysis, it was found that the higher the self-image congruity, the higher the cultural appropriation, and the information costs saved to examine the effect of the halo effect on the product attitude was found to mediate this. However, it was found that information costs saved did not affect purchase intention, but through product attitude, and cultural appropriation was found to be a key variable in attitude formation and purchase intention of Korean products. Based on these research results, the implications of the research and future research directions are presented.