UPAYA KOREA SELATAN MENINGKATKAN CITRA BANGSA (NATION BRANDING) DI INDONESIA MELALUI GASTRODIPLOMASI

Abstract

This study analyzed how South Korea's efforts to improve the image of the nation (Nation Branding) in Indonesia through Gastrodiplomasi. South Korean popular culture or often referred to as the Korean Wave such as K-Drama and K-Pop began to enter Indonesia and get a positive response from the People of Indonesia. In this regard, the South Korean government also wants to promote its culinary through gastrodiplomasi. In conducting gastrodiplomasi, South Korea has a hansik policy and also some cultural programs. In the program, there are five strategies to achieve the targets in the Korean Cuisine to the World program in 2017.

This research uses qualitative methods, with data collection techniques through library studies sourced from several books, journals, articles, and websites. This research uses the perspective of Constructivism, soft diplomacy power theory and the level of nation-state analysis.

Indonesia is a target for South Korean gastrodiplomasi because the potential of the Indonesian market is so great in introducing South Korean specialties. Public interest is also high in matters related to South Korea. South Korea is using gastrodiplomasi as a way to improve its nation branding. That way, not only kimchi is known by the public, but various other types of food. Thus, indonesian people's perception of South Korean food began to change in a more positive direction. Positive Nation Branding will create a variety of benefits in various sectors for South Korea.

Keywords: Gastrodiplomacy, Nation Branding, Public Diplomacy.