THE CONTRIBUTION OF SOUTH KOREA’S PUBLIC DIPLOMACY TO INDONESIA THROUGH KOREAN WAVE TO ENHANCE NATIONAL BRANDING: PROMOTING KOREAN BEAUTY BRANDS (2014-2017)

Abstract

Public diplomacy is one way for a country to build relations, and improve their national image. Public diplomacy is used as a tool to change perception and point of view of a country towards other countries. Public diplomacy can be done by incorporating cultural elements. The abundant culture that owned by South Korea is become the asset for the Government of South Korea itself in the running of its political life including to Indonesia. The abundant culture owned by South Korea is converted as a tool by the Government of South Korea in achieving its national interests. The popularity of South Korea’s culture which currently becomes phenomenon in the world is called “Korean Wave” (Hallyu). Korean Waves have a lot of contribution and also give a lot of benefits for South Korea, for example is how Korean Wave gives the contribution to the success of South Korea build its good image internationally and give a lot of the benefits to South Korea itself. The author trying to analyse how South Korea explore its soft power through Korean Wave to gain a lot of benefits and also how Korean Wave able to enhance its reputation by using qualitative method and using soft power, public diplomacy, culture diplomacy, national branding as theoritical framework. The success of South Korea in enhancing its reputation not only give the impact on its relations with other countries. However, it also will