STRATEGI GASTRODIPLOMASI INDONESIA DI KOREA SELATAN MELALUI PROGRAM CO-BRANDING DIASPORA 2018

Abstract

This research is an analysis of Indonesia's gastrodiplomacy strategy in South Korea through the Indonesian government program, namely Co-Branding Diaspora 2018. The purpose of this research is to explain the extent to which Indonesia conducts its gastrodiplomacy strategy to South Korea through the program. Gastrodiplomacy is referred to as one of the soft power instruments that can be used to promote a country's culture and image. Indonesia has a diverse and unique culinary wealth, so it has great potential to become a means of gastrodiplomacy. This research uses a qualitative method by describing strategies that can strengthen Indonesia's gastrodiplomacy to South Korea. The Ministry of Tourism and Creative Economy / Tourism and Creative Economy Agency introduced one of the Indonesian government programs regarding Wonderful Indonesia Co-Branding which involves Indonesian diaspora restaurants around the world to participate in the program to help improve gastrodiplomacy. The research data obtained is secondary data, namely data collection using internet-based research and document-based research. by using the concept of Gastrodiplomacy by Juyan Zhang (2015) which is a factor in improving gastrodiplomacy in a country, namely Food events, Coalition-building, Product Marketing Strategy, Media relations. Some aspects of the concept of gastrodiplomacy are operationalized by researchers to see the extent to which Indonesia shows its gastrodiplomacy strategy in South Korea. The results of this analysis of the gastrodiplomacy strategy in the Diaspora Co-Branding program 2018 are successful in building several diaspora restaurants that make South Korean people able to know the taste of Indonesian cuisine.