REPUBLIC OF KOREA'S CULTURAL DIPLOMACY IN PROMOTING ITS NATIONAL BRANDING THROUGH KOREAN WAVE IN REPUBLIC OF INDONESIA UNDER THE ADMINISTRATION OF LEE MYUNG-BAK (2008-2013)

Abstract

Korean wave/Hallyu is a term to promote Republic of Korea's nation branding. Korean wave/Hallyu was bringing Republic of Korea to a better condition. In the past Republic of Korea has bad image in the eyes of international world. Bad image perceptions were hardly Republic of Korea to build a relationship with other countries. Republic of Korea try to improve the image through promote its national branding. Republic of Korea's national branding was Korean pop culture. Korean pop culture including, K-drama, K-pop, K-food, K-beauty, etc. The popularity of Korean wave/Hallyu was influenced many countries. Republic of Indonesia is one of a country who affected the popularity of Korean wave/Hallyu. Korean wave/Hallyu was designed people in Republic of Indonesia, especially teenagers so that make Indonesians are loved and want to know deeper about Korean pop culture. All events, activities, festivals, and concerts had attracted many Indonesians. Every year the demand of Korean pop culture product that promoted in Republic of Indonesia was increase.