<![CDATA[The growth of local coffee shops in Indonesia highlights the importance of visual communication strategies in building brand identity and competitiveness. This study examines the implementation of Hallyuwood Style within LUC Coffee’s Visual Communication System. Hallyuwood Style is understood as a hybridization of Hollywood’s industrial logic and Korean visual culture, developed through films and K-Drama, serving as a global consumer culture positioning strategy. Using a qualitative approach within a constructivist paradigm, data were collected through visual observation, Instagram content analysis, documentation review, and interviews with the Creative and Art Directors. Findings reveal that Hallyuwood Style is applied through interior aesthetics, digital content, merchandise, and restaurant identity. The use of pastel colors, illustrative murals, wooden accents, and greenery, combined with a maximalist approach, creates an intimate atmosphere similar to K-Drama settings. Cinematic techniques further reinforce the brand’s visual identity and positioning in urban markets]]>
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