Gastrodiplomasi Sebagai Upaya Peningkatan Nation Branding Korea Selatan Melalui Korean Food di Indonesia

Abstract

This study aims to find out how South Korean gastrodiplomacy is in Indonesia. South Korea is an example of a country that has succeeded in building a positive national image globally by spreading popular culture through hallyu. South Korea uses its gastrodiplomacy policy as an effort to increase its nation branding on the international stage. From a series of gastrodiplomacy activities that have been carried out by South Korea in Indonesia, it appears that Indonesia is one of the countries targeted by South Korea to carry out gastrodiplomacy intensively. The application of gastrodiplomacy carried out by South Korea, besides being based on culinary as a strategy to increase tourist visits, is also a nation branding through global K-Pop culture. The type of this research is descriptive qualitative. The data used in this research is secondary data. In answering the problem formulation, the researcher will use the concept of gastrodiplomacy put forward by Paul S. Rockower. The results of this study are that South Korean gastrodiplomacy in Indonesia can be said to be successful, using the nation brand strategy. The influence of the entry of South Korean food into Indonesia is that indirectly a lot of food has changed its taste and traditional Indonesian food has begun to be forgotten and replaced by Korean food. In the gastrodiplomacy strategy, one of them is a product marketing strategy that can be done by opening restaurants and holding Korean food festival