JAPAN PUBLIC DIPLOMACY: THE ROLE OF JAPAN FOUNDATION IN IMPLEMENTING ITS NATION BRANDING IN INDONESIA (2003-2015)

Abstract

This research attempts to describe the role of Japan Foundation in implementing its nation branding in Indonesia. The research is significant to explore the programs that have been done by the Japan Foundation in cooperating with Indonesian governments. Then, it also to observe the influence of Japan Foundation in implementing its nation branding through various programs of the Japan Foundation in Indonesia. According to Gyorgy Szondi, there are relationship between public diplomacy and nation branding. He stated that nation branding is a part of public diplomacy. It means that nation branding is considered as an instrument of public diplomacy in order to reach foreign nations and publics. A nation has a choice to create their identity, image, value, and norm. It refers to the role of public diplomacy to protect its image and reputation; and also attempt to repair its negative image and stereotype. Based on the long history between Indonesia and Japan, the Japan Foundation as a special legal entity under MOFA attempts to enhance mutual understanding and to attract attention and a positive image through international cultural exchange programs in Indonesia. The implementation of Japan Foundation activities which has three major programs: arts and cultural exchange; Japanese-language education overseas; and Japanese studies and intellectual exchange will be the main focus in this research to describe the role of Japan Foundation. The writer put the time frame of 2003-2015 because the significant activities by the Japan Foundation Indonesia, in which the Japan Foundation was re-organized as an independent administrative institution in 2003 until the establishment of Japan Foundation Asia Center in 2015.