CULTURAL AMBASSADORS ON SCREEN: A COMPARATIVE EXPLORATION OF FILM DIPLOMACY BY THE JAPAN FOUNDATION AND THE KOREA FOUNDATION IN INDONESIA 2016- 2022

Abstract

This research explores film diplomacy, examining how South Korea and Japan use contrasting strategies in Indonesia. Both countries, known as cultural powers, understand the potential of film for cultural exchange and the spread of soft power. This study explores their different methods, taking into account historical context, political actors, and the role of film festivals. South Korea and Japan both use government-facilitated entities, The Korea Foundation and The Japan Foundation, to drive their film diplomacy efforts. However, their strategies differ significantly. South Korea uses a multi-faceted approach, encompassing movies, TV dramas, and music, extending its reach beyond Indonesia. In contrast, Japan emphasizes more on Japanese cinema, appealing to Indonesians' preference for international films. The transformation of the film industry is another key difference. South Korea underwent a major government-backed turnover in the 1990s, which laid the foundation for its highly influential film diplomacy. In contrast, the Japanese film industry in Indonesia developed with less state involvement, and relied on the appeal of Japanese films. Both countries share a commitment to technical capabilities, enticing Indonesian audiences with unique stories and advanced filmmaking technologies. The findings underscore the different strategies, historical contexts and diplomatic priorities that shaped their approaches, highlighting the