Abstract:
The rise of digital technology has reshaped the global communication landscape, shifting public diplomacy from traditional physical spaces to more interactive virtual platforms. Within this context, gastrodiplomacy—the use of food as a medium for cultural exchange has become a strategic tool for nation branding and soft power. South Korea stands out as a success case, integrating its culinary traditions with the Korean Wave (Hallyu) to promote national identity and foster positive international perceptions. Through digital platforms like YouTube, Instagram, and Netflix, various Korean cuisines is not only introduced to global audiences but also emotionally engages, particularly in countries like Indonesia. Despite its growing relevance, the specific role of Korean gastrodiplomacy in shaping cultural identity in Indonesia remains underexplored. This study addresses that gap by examining how South Korea leverages culinary diplomacy within digital ecosystems to construct a favorable cultural image. The research employs a qualitative approach, analyzing digital content, media campaigns, and audience reception in Indonesia to understand the dynamics between food, culture, and perception. Findings suggest that the synergy between Korean cuisine and digital media creates dynamic cross-cultural spaces where emotional connections are built through shared experiences. Food, in this context not just as a consumable item but as a narrative tool that conveys values, traditions, and identity. Consequently, Korean gastrodiplomacy emerges as a powerful instrument of soft power, enhancing South Korea’s cultural presence and influence in Indonesia. This study concludes that culinary diplomacy, when effectively mediated through digital platforms, plays a significant role in contemporary cultural diplomacy.
Keywords: Gastrodiplomacy, Digital Media, Korean Wave, Public Diplomacy, Nation Branding.
