Hanseo Yes24 Foundation Launches Seventh Indonesian Novel Cigaret Girl in Southeast Asian Series
South Korea’s Hanseo Yes24 Cultural Foundation has released Indonesian author Lat Kumala’s novel Cigaret Girl as the seventh title in its Southeast Asian Modern Literature Series. The launch was held March 13 at the Korea Press Center’s Korea-ASEAN Center lounge in Seoul.
The author described the book as a story about women’s resilience, centering on a heroine named Jeongya who rises in Indonesia’s male-dominated Kretek cigarette industry during the 1960s. Jeongya creates the top brand, Gadis Kretek, as the industry’s fortunes wax and wane across Indonesia’s modern history from the 1940s to the 2000s, a period marked by colonial change and rapid industrialization.
Kumala also shared personal context for the novel, noting that his grandfather worked in the Kretek industry and that memories of his family home, which resembled a factory, inspired the work. While acknowledging the importance of historical context, he added that a writer can still offer a personal, distinct viewpoint, and he emphasized that readers may interpret the book in different ways.
Cigaret Girl first appeared in Indonesia in 2012 and has since been translated into six languages, including English, German, Arabic, and Thai. The work was adapted into a Netflix original series in 2023. Kumala has also spoken of his interest in Korean literature, mentioning he has read multiple works by Korean authors, and noting that Indonesian readers are keen on Korean cultural contexts. He also noted that his husband, Eka Kurniawan, has a novel translated into Korean.
The Hanse Yes24 Cultural Foundation has pursued Korea–Southeast Asia cultural exchange since 2020, focusing on publishing Southeast Asian modern literature in Korea. In 2022, the foundation released three titles from Vietnam, Indonesia, and Thailand as part of the program. Last year, it published three titles in a series commemorating Korea–Philippines diplomatic ties’ 75th anniversary (2024), and it plans to publish a Malaysia title next year.
The foundation’s chair, Baek Su-mi, described literature as a delicate conduit for a country’s spirit and historical hardship, underscoring the goal of introducing diverse Southeast Asian voices to Korean readers and conveying the region’s cultural richness and historical depth. She said the selection criteria prioritize works with strong historical context and domestic resonance.
Indonesia’s ambassador to Korea, Chepp Harawan, welcomed the publication as a step toward a mutually reinforcing partnership between Indonesia and Korea, and he expressed hope that Indonesian traditions and literature would gain greater attention and affection in Korea.
Why this matters for U.S. readers: Cigaret Girl provides a window into Indonesia’s mid-20th-century social and economic transformation, including the Kretek industry’s role in society and the lives of people behind it. The book’s international translations and Netflix adaptation illustrate how Southeast Asian literature is reaching global audiences, expanding opportunities for U.S. readers to access diverse narratives and for American publishers and media platforms to engage with Southeast Asia’s growing cultural market. The ongoing Korea–Southeast Asia publishing initiative also signals potential cross-border collaborations that can influence academic research, media, and business ties relevant to U.S. policy and markets.