GARUDA INDONESIA SPICE UP THE WORLD THROUGH COLOURS MAGAZINE: A CREATIVE STUDY IN INCREASING THE AWARENESS OF INTERNATIONAL AUDIENCES

Abstract

The term of Gastrodiplomacy has been widely discussed by researchers but it remains limited at this time. Gastrodiplomacy is a type of diplomacy through culinary arts. Currently, Indonesia is working on its Gastrodiplomacy and trying to achieve the goals of its current programs such as the Indonesia Spice Up the World program. Other research states that there are several key strategic aspects in the successful implementation of a Gastrodiplomacy campaign program. The concept of nation branding is fits with gastrodiplomacy program held which helps increase international awareness. Gastrodiplomacy itself is carried out not just for culinary purposes but success can be achieved with support from other sectors. Garuda Indonesia as one of the stated-owned enterprises, has implemented a strategy which is considered to be able to help elevate Indonesian gastrodiplomacy. Therefore, the topic that emerged in this research was to look at “How and What kind of strategy that Garuda Indonesia gave to help raise the prestige of Indonesia’s Gastrodiplomacy from mid-2023 up to May 2024?” This action taken by Garuda Indonesia could be a unique way to improve Indonesian Gastrodiplomacy in achieving its goals. With qualitative methods, it is hoped that the results of internet-based research data and literature study research can produce accurate data to support this research.