Republic of Korea's Cultural Diplomacy in Promoting Its National

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)

By RIKA MELYANA 016201300127

A thesis presented to Faculty of Humanities President University In partial fulfillment of the requirements of Bachelor Degree in International Relations Concentration in Diplomacy Studies

2017 THESIS ADVISER RECOMMENDATION LETTER

This thesis entitled “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)” prepared and submitted by Rika Melyana in partial fulfillment of the requirements for the degree of Bachelor Degree in International Relations in the Faculty of Humanities has been reviewed and found to have satisfied the requirements for a thesis fit to be examined. I therefore recommend this thesis for Oral Defense.

Cikarang, Indonesia, January 26th, 2017

Name and signature of Adviser

Drs. Teuku Rezasyah, M.A., Ph.D

DECLARATION OF ORIGINALITY

I declared that this thesis, entitled “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)” is, to the best of my knowledge and belief, an original piece of work that has not been submitted, either in whole or in part, to another university to obtain a degree.

Cikarang, Indonesia, January 26th, 2017

Name and signature of candidate

Rika Melyana

PANEL OF EXAMINERS APPROVAL SHEET

Panel of examiners stated that the thesis entitled “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)” that was submitted by Rika Melyana majoring in International Relations from the Faculty of Humanities was assessed and approved to have passed the Oral Examinations on February 13th, 2017

Prof. Anak Agung Banyu Perwita, Ph.D Chair Panel of Examiner

Drs. Teuku Rezasyah, M.A., Ph.D Thesis Advisor

Isyana Adriani Arslan, BA, M.Si Co-advisor, Examiner II

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ABSTRACT

Rika Melyana, 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)

Advisors: Drs. Teuku Rezasyah, M.A., Ph. D; Isyana Adriani Arslan, BA, M.Si.

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.

Keywords: Republic of Korea, Korean wave/Hallyu, Korean pop culture, Nation Branding, Republic of Indonesia, image

ABSTRAK

Rika Melyana, Diplomasi Budaya Pemerintah Republik Korea dalam Mempromosikan National Branding melalui Gelombang Korea di Republik Indonesia dalam Pemerintahan Lee Myung-bak (2008-2013). Dosen Pembimbing: Drs. Teuku Rezasyah, M.A., Ph. D; Isyana Adriani Arslan, BA, M.Si.

Gelombang Korea/Hallyu adalah istilah yang digunakan untuk mempromosikan nation branding dari Republik Korea. Gelombang Korea/Hallyu membawa Republik Korea kedalam situasi yang lebih baik. Republik Korea pada masa lalu memiliki citra yang buruk di mata dunia. Persepsi citra buruk ini mempersulit Republik Korea untuk membangun hubungan dengan negara lain. Republik korea mencoba untuk memperbaiki citranya dengan mempromosikan national branding. National branding dari Republik Korea adalah budaya pop Korea. Budaya pop Korea termasuk, K-drama, K-pop, K-beauty, etc. Popularitas gelombang korea/Hallyu telah mempengaruhi banyak negara. Republik Indonesia adalah salah satu negara yang terpengaruh dampak popularitas gelombang korea/Hallyu. Gelombang Korea/Hallyu telah mempengaruhi orang indonesia, terutama remaja. Republik korea dapat membuat orang Indonesia mencintai dan mengetahui lebih dalam mengenai budaya pop Korea. Setiap acara, kegiatan, festival, konser, dan lainnya dapat menarik perhatian orang Indonesia. Produk-produk Korea yang ditawarkan di Indonesia setiap tahunnya mengalami peningkatan permintaan.

Kata kunci: Republik Korea, Gelombang Korea/Hallyu, Budaya pop Korea, Nation Branding, Republik Indonesia, Citra

ACKNOWLEDGEMENT

Puji Tuhan!

First word that come to my mind after finish this research and writing. I would like to express my biggest gratitude to God because of the blessings that have given to me. And not forget I would like to thanks to other people who suport me during this research and writing:

1. Thank you to both of my parents, who always pray for my future bright and success career. People who always loving and protect me until this days and support to finish my thesis. Not forget also to say thank you to my two sisters, and my brother who always accompany and become my partners until this days.

2. Thank to both of my advisors. Mr Drs. Teuku Rezasyah, M.A.,Ph. D and Ms. Isyana Adriani Arslan, B.A, M.Si who always give suggestion and recommendation to improve my thesis. Thank you for always giving support and patiently guide me in finished this thesis. I’m happy to have both of you as my thesis advisors, could not ask for a better thesis advisors. Thank you Sir Reza and Ms. Isyana!

3. Thank you to all my dormitory friends for this 3.5 years. You guys are awesome! We have together since this university life, always together to spend holiday in refresh our mind. thank for your support and have coloring my university life.

Table of Contents

THESIS ADVISER ...... i RECOMMENDATION LETTER ...... i DECLARATION OF ORIGINALITY ...... ii PANEL OF EXAMINERS APPROVAL SHEET ...... iii ABSTRACT ...... iv ABSTRAK ...... v ACKNOWLEDGEMENT ...... vi LIST OF PICTURES ...... x LIST OF ACRONYMS...... xi CHAPTER I ...... 1 INTRODUCTION ...... 1 1.1 Background of Study ...... 1 1.2 Identification Problem...... 4 1.3 Statement of the Problem ...... 7 1.4 Research Objective ...... 7 1.5 Significance of Study ...... 7 1.5.1 The Academic Community ...... 7 1.5.2 The Government ...... 7 1.6 Theoretical Framework ...... 7 1.6.1 Soft power...... 8 1.6.2 Cultural Diplomacy ...... 8 1.6.3 National Branding ...... 9 1.7 Research Method ...... 11 1.7.1 Qualitative Data ...... 11 1.7.2 Analytical Description...... 12 1.8 Literature Review ...... 13 1.8.1 Jang, Gunjoo, Won K. Paik (2012), “Korean Wave as Tool for Korea’s New Cultural Diplomacy” ...... 13 1.8.2 Lee, Won-jun (2015) “The Effects of the Korean Wave (Hallyu) Star and Receiver Characteristics on TV Drama Satisfaction and Intention to Revisit” ...... 15 1.8.3 Lee, Sue Jin (2011), “The Korean Wave: The Seoul of Asia” ...... 16

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1.8.4 Kim, Tae Young, Dal Yong Jin (2016), “Cultural Policy in the Korean Wave: An Analysis of Cultural Diplomacy Embedded in Presidential Speeches” ...... 17 1.8.5 Hae-Joang, Cho (2005), “Reading the Korean Wave as a Sign of Global Shift” ...... 19 1.8.6 Huang, Xiaowei (2009) “Korean Wave – The Popular Culture, Comes as Both Cultural and Economic Imperialism in the East Asia” ... 20 1.8.7 Bok-rae, Kim (2015) “Past,Present, and Future of Hallyu (Korean Wave)” ...... 22 1.9 Scope and Limitations ...... 23 1.10 Thesis Structure ...... 24 1.10.1 ...... Chapter I 24 1.10.2 Chapter II ...... 24 1.10.3 ...... Chapter III 24 1.10.4 Chapter VI ...... 25 1.10.5 Chapter V ...... 25 CHAPTER II ...... 26 THE INTRODUCTION OF GOVERNMENT REPUBLIC OF KOREA IN THE CONTEXT OF NATIONAL BRANDING ...... 26 2.1 Introduction ...... 26 2.2 Major Contributing Factors of the Increasing of Republic of Korea’s National Branding ...... 27 2.3 Milestone of Government Republic of Korea in Increasing its National Branding ...... 30 2.3.1 Political Sectors ...... 31 2.3.2 Economic Sectors ...... 32 2.3.3 Social-cultural Sectors ...... 34 2.4 Foreign Policies Related to Republic of Korea’s National Branding 35 CHAPTER III...... 39 PERSPECTIVE OF REPUBLIC OF KOREA IN UNDERSTANDING CULTURAL DIPLOMACY AND NATIONAL BRANDING ...... 39 3.1 Introduction ...... 39 3.2 Cultural Diplomacy as a Means to Promote Republic of Korea's Public Image ...... 40

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3.3 National Branding as a Tool to Exercise Republic of Korea’s Cultural Diplomacy ...... 43 CHAPTER IV ...... 46 REPUBLIC OF KOREA GOVERNMENT IN PROMOTING AND POPULARIZING THE NATIONAL BRANDING OF REPUBLIC OF KOREA ...... 46 4.1 Introduction ...... 46 4.2 The Commitment of Lee Myung-bak Administration in Promoting and Popularizing the National Branding ...... 47 4.3 The Strategies and Implementations of Republic of Korea Government ...... 52 4.3.1 Seeks to Cooperate Closely with the Private Sector and the General Public to Carry Out its Branding Efforts ...... 53 4.3.2 The Council Creates a Master Plan and Developing Republic of Korea’s Own Nation-Brand Index to Manage the Korea’s Brand Power .. 56 4.3.3 The Council Having to Adapt its Policies to Fit the Needs of Different Regions Around the World...... 58 4.3.4 The Council Fostering a “Common National Response” Cooperating with Private Sector and the Public to Create and Maintain the Strong Momentum Behind its Nation Branding Campaign...... 59 4.4 The Invasion of Korean Wave in Republic of Indonesia ...... 60 4.4.1 The Republic of Korea invasion in 2008 ...... 67 4.4.2 The Republic of Korea’s invasion in 2009 ...... 68 4.4.3 The Republic of Korea’s invasion in 2010 ...... 68 4.4.4 The Republic of Korea’s invasion in 2011 ...... 69 4.4.5 The Republic of Korea’s invasion in 2012 ...... 69 4.4.6 The Republic of Korea’s invasion in 2013 ...... 72 CHAPTER V ...... 75 CONCLUSION ...... 75 BIBLIOGRAPHY ...... 78

LIST OF PICTURES

Picture 1. Theoritical Framework of Thesis...... 10

Picture 2. Nation Brand Hexagon (GfK Custom Research North America, 2010)...... 28

Picture 3. Table number of Indonesian tourists visited Republic of Korea in 2008- 2013...... 66

Picture 4. The table of K-pop concerts in Indonesia from 2008-2013...... 68

LIST OF ACRONYMS

KCC = Korean Cultural Center KOFICE = Korea Foundation for International Culture Exchange KOICA = Korea Overseas International Cooperation Agency KTO = Korean Tourism Organizations

MAMA = Mnet Asian Music Awards MCST = Ministry of Culture, Sports and Tourism MOFA = Ministry of Foreign Affairs MOFAT = Ministry of Foreign Affairs and Trade NBI = Nation Brand Index PCNB = Presidential Council on Nation Branding SMBA = Small and Medium Business Administration

CHAPTER I INTRODUCTION

1.1 Background of Study

“The outbreak of the Korean culture is called the Korean culture from movies, videos, Wave (Korean wave) or often known as hallyu. Korean Wave displays various kinds of music, fashion and Korea knick-knacks” (Yuanita 2012: 3)1 Korean Wave/Hallyu is a popular product from Republic of Korea, such as music from boyband, girlband, group band, drama, variety show and talk show. Beauty product, Korean food and tourism spot also the branch out of Korean wave/Hallyu. Hallyu Wave is a term of translation 한류 (Hallyu) in Korean, which means ‘Arus Han' which means Hankuk or Korea and 류 means 'flow’. The terms of Hallyu Wave were from mass media in China. Hallyu Wave has same meaning with Korean Wave, in Indonesia Korean Wave or Hallyu Wave well-known as K- Pop.2 In Republic of Indonesia K-Pop has strong interest to catch many young people use Korean product.

Republic of Korea has developed to become prosperous countries in Asia that are marked with the Republic of Korean economy is now the 3rd largest in Asia and 13th in the world. Republic of Korea's economic revival is not only because the industrial sector transportation technologies and communication technologies are also supported by the culture sector through the Korean wave. In 2004, the export of films and television programs along with tourism and K-Pop products generated

1 Primastuti, Dhira Ayu.2013.Hubungan antara Sikap Korean Pop Life Style dan Penghargaan Budaya Lokal pada Pelajar di Kota Semarang. From Jurusan Politik dan Kewarganegaraan Fakultas Ilmu Sosial Univ. Negeri Semarang (Accessed on October 27, 2016) 2 Korean Pop sebagai Arena Budaya Baru (Studi pada Grup Cover Dance X-School). Retrieved on October 19, 2016 from https://www.google.co.id/url?sa=t&rct=j&q=&esrc=s&source=web&cd=3&cad=rja&uact=8&ved =0ahUKEwi- nOCGtebPAhXKO48KHRLNCEsQFggnMAI&url=http%3A%2F%2Fetd.repository.ugm.ac.id%2 Fdownloadfile%2F75764%2Fpotongan%2FS1-2014-299515- 1 total revenues around US$ 2 billion.3 In Asia, Republic of Korea is the third wealthy country. Republic of Korea can get up from the bad situation to the better condition and achieve the third rank in economic aspects in Asia. This is the effect of spreading Korean wave/Hallyu to the world. Republic of Korea can sell Korean products through the popularity of Korean wave/Hallyu.

Republic of Korea gets enthusiastic attention from Indonesian people, from food, music, beauty product, K-Drama. Positive responds from Indonesian people towards Korea make government of Republic of Korea create a new policy to introduce Korean culture and product. There is a lot of Korean product in Indonesia, such as restaurants, K-drama, beauty clinics and beauty products. Korean restaurants that well-known in Indonesia, such as Han Gang, Mr.Park, Mujigae, Samwon House, Daebak, Kyochon, and Bon Chon.4 Many young generations, especially girls very interesting with K-Drama than others drama. The K-Drama that famous in Republic of Indonesia are Boys Before Flower, Endless Love, Princess Hours, Secret Garden, Jewel in the Palace, and City Hunter.5 Beauty clinic and beauty product also no less famous than K-Drama, Korean beauty clinics in Republic of Indonesia are Click House, Miracle, Zap, Lexa Skin Clinic, and Dermaster. There are a lot of beauty clinic in Indonesia it is not complete if Korean government not complement beauty aspect with beauty product. These are some beauty product that is sell in Republic of Indonesia, Nature Republic, Tony Moly, Face Shop, Etude House, and Innisfree.

3 Anggraini, Khaula Rosida.Peran Hallyu Dalam Pembentukan Citra Korea Selatan Sebagai Negara Tujuan Wisata. Retrieved on October 19, 2016 from http://www.academia.edu/10214221/PERAN_HALLYU_DALAM_PEMBENTUKAN_CITRA_K OREA_SELATAN_SEBAGAI_NEGARA_TUJUAN_WISATA 4 Rulistia, Novia D.2015.Korean Food Products to Get Halal Certification.From thejakartapost.com (October 27, 2015) http://www.thejakartapost.com/news/2015/10/27/korean- food-products-get-halal-certification.html 5 Marinescu, Valentina.The Global Impact of South Korean Popular Culture: Hallyu Unbound.Retrieved on October 19, 2016.From https://books.google.co.id/books?id=aXutBAAAQBAJ&pg=PA24&lpg=PA24&dq=data+of+kore an+drama+that+popular+in+indonesia&source=bl&ots=PY5GDrP_5E&sig=Qv3rWoKgqA2cIUj5 B3S5kw_0qzg&hl=id&sa=X&ved=0ahUKEwjkmpmZ- dzRAhVLi7wKHXWcDDgQ6AEISDAG#v=onepage&q=data%20of%20korean%20drama%20th at%20popular%20in%20indonesia&f=false(p.27) 2

In the past, Republic of Korea more famous for a wide variety of negative image. Many people things that Korea is well known as North Korea, the Korean War, high population, and have not image in international views. The Republic of Korea government recognizes the need to reduce the gap between the current reality of Republic of Korea and the outside public perception against Republic of Korea. Republic of Korea government has changed the focus from implement hard power to soft power and full trying to promote Korean culture to the outside world. The efforts that have been implemented through different scopes, including art, language, traditional food, and pop culture.6

Soft power that countries use in builds relations is Diplomacy. Diplomacy is a tool that countries use to interact with others countries in order to having good relationship. There are two approaches of doing diplomacy, hard power and soft power. Nowadays, soft power more use and well-known by country than hard power. Soft power can more effective and efficient to do in order to reduce a number of victim and problems. In soft power, every people can do it, individuals, non- government, and multinational corporations. Both of power still use in world, when country not success in doing soft power they will use the hard power to achieve the goals.

In international relations, culture can be a tool to achieve country goals and achieve the interests of country. Nowadays, culture can be used as a diplomacy tools and well known as cultural diplomacy. According to Milton Cummings to make sense of diplomacy culture as an exchange of ideas, information, art and various aspects of cultures between countries and people to foster a shared understanding.7 With culture, people in other country can exchange information, open relation, and have a cooperation. Culture diplomacy has many scopes, such as art, sport, food, and education.

6 Shibab, Mohammad.2013.Korean Wave dan Dampaknya Terhadap Remaja Studi Kasus Super Junior ELF Indonesia di Jakarta. Retrieved on October 19, 2016 from http://www.academia.edu/5809778/Korean_Wave_dan_Dampaknya_pada_Remaja 7 Wahyudya, Ayu Riska, dkk.2012.Pengaruh Soft Diplomacy dalam Membangun Citra Korea Selatan di Indonesia. Retrieved on October 11, 2016 from https://wisuda.unud.ac.id/pdf/1021105002-3-Bab%202.pdf 3

Not only in china, “Hallyu fever” is also overspread into other countries outside the region and even in East Asia. The development of this phenomenon becomes the attention of many people because of its ability to spread to different places and prevalent, especially among teenagers.8 Through this Korean wave, Korea can introduce Korean culture to people and people can easily figure out the culture in Korea. Not only that through Korean wave Korea can easily to spread “Hallyu fever” to Korea fans in order to know deeper about Korea and loved Korea’s product.

On this research the writer will discuss the Republic of Korea in popularize the Korean wave/Hallyu as its national branding. Republic of Korea was improved the image through Korean wave, many countries get the impact of Korean wave/Hallyu. Republic of Korea has long had a relationship with Republic of Indonesia. Republic of Korea and Republic of Indonesia have a closer relationship since a long time ago. In this recent year, the impact of Korean wave in Indonesia was very strong, it because many activities and event that conducted by Republic of Korea. Republic of Korea wants change the people mind through Korean pop culture. Korean pop culture was more popular under the Lee Myung-bak administration. This research will focus on President Lee Myung-bak administration, which are in 2008 until 2013. President Lee Myung-bak was take many actions in promote Republic of Korea’s national branding through Korean wave. Since the Lee Myung-bak administration the influence of Korean wave/Hallyu very booming in Republic of Indonesia, many exhibitions, event about Korea that occur in Indonesia. Since 2008 until 2013, the power of Korean wave/Hallyu was attract many Indonesian people to love Korean pop culture.

1.2 Identification Problem

Republic of Korea is a country who popular in doing war with the neighbor itself, North Korea. The war between Republic of Korea and North Korea is not only chronic and constant problem; it’s also about security threat. These wars make

8 Rustadi, Pettisa.2012.Korean Wave Sebagai Instrumen Diplomasi Korea Selatan Dilihat dari Paradigma Realisme, Liberalisme, dan Konstruktivisme. From lib.ui.ac.id/file?file=digital/20376050-TA-Pettisa%20Rustadi.pdf (Accessed on October 27, 2016) 4

Republic of Korea fell destroy and weak. Korea was a poor country at that moment; per capita income in Korea is low, little less than Kenya in the 1950s. Korea also becomes a country who receiving foreign aid from other country.9 War that happened between both of countries was made the bad image for Republic of Korea. Republic of Korea was change the perspective of people thought towards bad image and improve the public image. Republic of Korea was developed by promote its national branding with a positive image. Republic of Korea can promote its cultural; it has made huge successes in communicating with people outside Republic of Korea through Korean pop culture. By time goes by Republic of Korea was changed, Republic of Korea has transformed itself from country who receiving foreign aid to a country who give foreign aid. Korean dramas, Korean pop, Korean food, and Korean classical music can be presenting a positive image of Republic of Korea across region.

Republic of Korea’s foreign policy is changing by the time. These policy changes from each government who ruling and have different view of foreign policy. Republic of Korea has a major national policy in the implementation of foreign policy which, developing the national economy.10 Besides, in developing the national economy Republic of Korea also has another purpose. One of the main purposes is to improve the Republic of Korea national image through to solve problem of various diplomatic issues and international cooperation by improving the infrastructure of diplomatic. Republic of Korea who famous with the Korean pop culture or known as Korean Wave/Hallyu try to use culture as one of media to get positive image in international world and tools to have cooperation with other countries.11

9 Ibid (Kim, Chang-Beom) 10 Mas’oed, Mohtar, Yang Seung-Yoon.2004.Politik Luar Negeri Korea Selatan.Yogyakarta: UGM. Retrieved on November 23, 2016 11 Pelaksanaan Strategi Soft Power Diplomacy dalam Membangun Hubungan Korea Selatan da Tiongkok.UGM.Retrieved on November 23, 2016 from https://www.google.co.id/url?sa=t&rct=j&q=&esrc=s&source=web&cd=10&cad=rja&uact=8&ve d=0ahUKEwi6l5q1iL_QAhXEN48KHSATDKEQFghVMAk&url=http%3A%2F%2Fetd.repositor y.ugm.ac.id%2Fdownloadfile%2F96113%2Fpotongan%2FS1-2016-328689- introduction.pdf&usg=AFQjCNEx_uCaEvAW6BXH2kaPvecRo9Capw&sig2=7PRQtDtgOGyzA VvEZ4Bd1A&bvm=bv.139782543,d.c2I 5

Republic of Korea was famous as an excellence technology country. In Europe and United States, Republic of Korea often associated with North Korea and the tension between these two countries, this happened in the end of the early 2000s. In Western countries, Republic of Korea also famous with nuclear crisis that occurred in North Korea, than the Korean business company. According to the former head of foreign press to the Lee Myung-bak, Cho Hyun Jin, many people assumed that only one Korea, including the attributing North Korea’s provocations and Republic of Korea’s economic success to a single country. In 2009, only several people who know the brand of Samsung is from Korea. The percentage of people who know Samsung is from Korea, 36% Americans and 54% Europeans.12

Negative image of Korea was increase during the early 2000s; this looks at the grading between 2005-2008. Korea gets down-grading in the famous Anholt- GfK Nation Brands Index from the rank of 25th to 33rd. The existence of important distortion give a beneficial impact for Republic of Korea’s image between Western countries and countries from the Asia-Pacific region.13 Korea was well known as country that have negative image. The negative image of Korea related with demilitarized zone, partition of territory, poverty, problem in politics. Republic of Korea introduces its national branding focused on the culture, such as TV series, K- pop, and taekwondo. After few years, realized in 2009 and published in 2010 BBC straightly underlined the positive globally image in Asia, North, and South America. The positive globally image of Republic of Korea in Germany only up to 28%. Moreover, on the average of country, only get 32% positive opinions and 30% negative opinions, somewhere near Germany or even China. Positive globally image only happened in Asia, North, and South America, not for Europe.14

12 Allard, Leonie.2014.South Korea Trying to Improve Its Nation Brand.Retrieved on December, 17, 2016. From https://www.google.co.id/url?sa=t&rct=j&q=&esrc=s&source=web&cd=8&cad=rja&uact=8&ved =0ahUKEwjq1d7g9vrQAhVItY8KHe0ADkAQFghYMAc&url=http%3A%2F%2Fwww.centreasi a.eu%2Fsites%2Fdefault%2Ffiles%2Fpublications_pdf%2Fnote_ka1_south_korea_trying_to_imp rove_its_nation_brand.pdf&usg=AFQjCNHnxmlFLRkpgo-DPPbTT2sH1OEUqw&sig2=f- ucJhyeeGzah7HP6II6zg&bvm=bv.142059868,d.c2I(p.2) 13 Ibid (Allard, Leonie, p.2) 14 Ibid (Allard, Leonie, p.2) 6

1.3 Statement of the Problem

This research will discuss about: Topic: Republic of Korea in popularize Korean Wave as its national branding Question: How did the government of Republic of Korea promote its national branding through Korean Wave in Indonesia under the administration of Lee Myung-bak (2008-2013)?

1.4 Research Objective

The research objectives of this research are:  To understand how the implementation of Korea’s pop Culture.  To understand the strategic of Republic of Korea government in popularize Korean wave.  To understand the implementation of Republic of Korea government in promoted Korean Wave as its national branding among society.

1.5 Significance of Study

The writer hopes this research will give benefits:

1.5.1 The Academic Community  Benefiting other students or researcher as literature and reference who are interest about the act of South Korean government in popularize Korean Wave as the culture.  Provide analysis on the government of Korea act in popularize Korean Wave as the culture.

1.5.2 The Government  Giving support in introducing the popularize of Korean Wave

1.6 Theoretical Framework

1.6.1 Soft power

“Soft power is defined as “the ability to affect others to obtain the outcomes one wants through attraction rather than coercion or payment A country’s soft power rests on its resources of culture, values, and policies.” (Joseph Nye; 1990, 2002)”15

Soft Power is a concept developed by Joseph Nye, Jr., from Harvard University, to describe a country’s ability to attract and invite. And not by force, violence, or provide funds to influence. Soft power also used in discussing changes and ways to influence social opinion through the channels that are subtle and approach (lobby), both political and non-political organization.16 Nowadays, countries use soft power in attracting other countries to have relations. Soft power more effective and efficient for country to do diplomacy and can avoid negative things, also can reduce victims. In soft power, every individual can easily do and people more understand through soft power.

Soft power is often equated with the power of culture (Cultural Power), even not exactly same. Power is the ability to change the behavior of other party to get goals and something that people want. There are 3 ways for it; by force or coercion (termed the “stick”), its grant (termed the “carrot”) and interest or attraction (soft power). Soft power can be done in 3 forms,  Culture (in places that could attract the admiration of others),  Political values (when values apply at domestic and abroad) and  Foreign policy (if others see it as an ideal value/reasonable and moral value).17

1.6.2 Cultural Diplomacy

15 Djatmiko, Achmad.Soft Power dan Kekuatan Nasional.Retrieved on November 10, 2016 From http://www.academia.edu/13827196/Soft_Power_dan_Kekuatan_Nasional(p.1) 16 Ibid (Djatmiko)(p.2) 17 Ibid (Djatmiko)(p.3) 8

“Cultural diplomacy has been defined as “the exchange of ideas, information, art and other aspects of culture among nations and their peoples in order to foster mutual understandings” (Cummings, 2003)18

Cultural diplomacy is assumed as forming international bridges and interactions, identifying networks and power domains within cultures and transcending national and cultural boundaries. With highly technologies presence, soft power introduces national culture including knowledge, belief, art, morals, and any other capabilities and habits created by a society.19 Cultural diplomacy was importance since the emerging of soft power that has growing out of culture, out of domestic values and policies, and out of foreign policy. This is showed the significant role of cultural diplomacy in the floor.

Cultural diplomacy has become linchpin of public diplomacy as globalization in the sense of connectivity in economic and cultural life across the world has been growing for centuries. With the emerging of soft power, the term of “Cultural diplomacy” is quite similar with the definition words of international cultural exchange, cultural public relations, and cultural cooperation. International cultural exchange, cultural public relations, cultural cooperation cannot be separated from national interest. The influence of public, private and regional actors is doubtlessly rising in the realization of concrete cultural exchange programs. The need for an enhanced engagement in people-to-people has never been more significant along with a deep understanding of international cultural exchange.20

1.6.3 National Branding

“National branding described as image and reputation of a nation built on the basis of perceptions that formed and defined by people outside

18 Kim, Hwajung.2011.Cultural Diplomacy as the Means of Soft Power in an Information Age. Retrieved on December 14, 2016. From https://www.google.co.id/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&uact=8&ved =0ahUKEwi776Xyz_PQAhVLqI8KHeK7B6oQFggZMAA&url=http%3A%2F%2Fwww.cultural diplomacy.org%2Fpdf%2Fcase- studies%2FHwajung_Kim_Cultural_Diplomacy_as_the_Means_of_Soft_Power_in_the_Informati on_Age.pdf&usg=AFQjCNEOqh_l3lzT0ZOiM3G7ScNiL1NVWg&bvm=bv.141536425,d.c2I(p.5 ) 19 Ibid (Kim, Hwajung)(p.6) 20 Ibid (Kim, Hwajung)(p.5-6) 9

the country; people perception generally affected by stereotyping, reports in the media, also experience (According to the Sun, 2009).”21

National branding is developed by countries with aim of trading, tourism and infestation in increasing the image of country in the world. According to Dinnie, national branding defined as “a set of theories and application that seeks to measure, build, and set the reputation of a country (still in touch with place branding). By definition, national branding function is to establish, develop, and maintain the good imaging (reputation) of the country.22 National branding is important for every country to promote the image of the country. National branding will show the characteristic of the country and help country to promote the product in international market.

Korean wave/Hallyu is a term that refers to the popularity of Korean pop culture in overseas. Genre of Korean Wave/Hallyu, such as movies, Korean drama, K-Pop, and Korean food. Through Korean Wave/Hallyu, Korea can make interesting phenomenon which capable to create good image.23 Korean Wave/Hallyu known by many people in the world, the spreading of Korean Wave/Hallyu among Asia is very great even like influence global, it makes Korean Wave/Hallyu become nation branding of Republic of Korea.

21 Arianti, Reni Kristina, Sri Rahayu.2014.Indonesian National Branding Perception for Supporting Export Performance to Japan and Australia.Retrieved on November 25, 2016 from http://www.kemendag.go.id/files/pdf/2015/03/19/-1426739630.pdf(p.3) 22 Prasetia, Arus Reka. Nation Branding: Komunikasi (Kenegaraan) atau Komunikasi Pemasaran?. Retrieved on November 8, 2016 From http://www.academia.edu/19420834/NATION_BRANDING_KOMUNIKASI_KENEGARAAN_ ATAU_KOMUNIKASI_PEMASARAN(p.2) 23 Kameswara, Arya.Pengaruh Soft Diplomacy Dalam Membangun Citra Korea Selatan di Indonesia. Retrieved on November 30,2016 from http://www.academia.edu/3383637/PENGARUH_SOFT_DIPLOMACY_DALAM_MEMBANG UN_CITRA_KOREA_SELATAN_DI_INDONESIA(p.2) 10

Soft Power

Cultural Diplomacy

Nation Branding

Picture 1. Theoritical Framework of Thesis

1.7 Research Method

1.7.1 Qualitative Data

In doing the research there are two types of data, such as qualitative data and quantitative data. Research methodology is used by writer as observer, process, mode, also procedure to get beneficial research. Qualitative and quantitative method are different, both of this method are scientific. Qualitative data is descriptive method, which tend to use perspective. The aim of qualitative data is to get comprehension about what the research and get a new theory to serve as scientific research. Qualitative data is a natural paradigm that is based on a phenomenological view, such as condition of goods (bad, medium or good), jobs (farmer, entrepreneur, bargainer), and Level of satisfaction (not satisfied, satisfied, very satisfied). Quantitative data is descriptive method, which tend to use analysis. The aim of quantitative data is to describe causes the social facts are measurable, shows the relationship of variables and analyze. Quantitative is a paradigm that is based on positivism view, such as height, age, amount number of things, and people’s

salary24 In doing research there are two types, qualitative and quantitative. Both types of data can be used in one research, but some research only use one of the types. Qualitative and quantitative have the same purpose, both of these types purpose is to compile the data. In compiling the data both of these types have different way of research. In qualitative the researcher can interview and develop the theory from experts that related with the situation in the real. The types of qualitative are about the way of people thinking. While in quantitative the researcher can do experiments in proving the research.

This research was use qualitative method, According to Bogdan and Taylor qualitative method is the research procedure which produce descriptive data in the form of written and spoken of people and behaviors that can be observed.25 In this research writer use qualitative method to compile the data. The writer will use several theories to support this research, such as soft power, cultural diplomacy and nation branding. Writer will have observed the act of Republic of Korea government in promoting and popularizing the national branding.

1.7.2 Analytical Description

According to Whitney explained that descriptive is fact-finding with right interpretation. Descriptive studying the problems in society, also the procedure applicable in community and specific situations, including about

24 Hadi, Syamsul.2014.Perbedaan dan Persamaan Kualitatif dan Kuantitatif. (Accessed on November 21, 2016) 25 Triatna, Asep Tantan.2013.Peranan Ekstra Kulikuler Paskibra Dalam Meningkatkan Nasionalisme Siswa. Retrieved on October 4, 2016 from https://www.google.co.id/url?sa=t&rct=j&q=&esrc=s&source=web&cd=2&cad=rja&uact=8&ved =0ahUKEwjettTXjMHPAhUMK48KHWMoDC4QFgggMAE&url=http%3A%2F%2Frepository. upi.edu%2F457%2F6%2FS_PKN_0901640_CHAPTER3.pdf&usg=AFQjCNFi2HceH8LMSEnqL 04qgf1RFZ1Wjw&bvm=bv.134495766,d.c2I 12

relationships, activities, attitudes, views, also the processes ongoing and the effects of phenomenon.26 Descriptive analytical is a method that use by researcher to compiling the data using right construction. In solving problem, the researcher has to know and make sure the situation in surroundings. Researcher cannot directly decide to choose the ways in solving the problem.

Descriptive analytical is the method of collecting facts that discuss the issue by examining, processing data, analyze, interpret with straight and systematic discussion also conclude by giving suggestion. The purpose of descriptive analytical are to describe, illustrate systematically, factually, accurately about the facts and relations between phenomenon’s which investigated.27 In doing descriptive analytical the researcher will face several ways before give conclusion and suggestion. The researcher will investigate, process the data, analyze and construct first, before create conclusion and suggestion.

1.8 Literature Review

1.8.1 Jang, Gunjoo, Won K. Paik (2012), “Korean Wave as Tool for Korea’s New Cultural Diplomacy”

Korean wave has been spread out to other countries around the world, including East Asia, Southeast Asia, Europe, and the Americas. Korean Wave/Hallyu is a term coined by Chinese press namely Hanliu. The boom of Korean wave/Hallyu started in the late 1990s when the export of Korean television dramas (mini-series) to China. Korean wave/Hallyu was introducing the Korean pop culture that consist of television dramas, movies, popular music (K-pop), dance (B-Boys), in small sections, such as video

26 Saputra, Y.2014.Bab III Metode Penelitian A. Jenis dan Pendekatan Penelitian. Retrieved on November 30, 2016 rom http://digilib.uinsby.ac.id/1545/6/Bab%203.pdf 27 Fajarianti, Shela.2013.Seni Pertunjukan Reog Ponorogo di Paguyuban Singo Lodoyo Cilokotot Desa Margahayu Kabupaten Bandung.From Universitas Pendidikan Indonesia, repository.upi.edu. Retrieved on November 30, 2016 13 games, food, fashion, tourism, and language (Hangul). This Korean wave/Hallyu can make Republic of Korea has become a new center for the production of transnational pop culture, and exporting a range of cultural products to neighboring Asian countries.

Korean wave/Hallyu give impact to many countries, its can affect the diplomatic of Korea to the world. The popularity of Korean wave/Hallyu give advantages to the Korean government. Korean government can use Korean wave/Hallyu as a policy tool to improve its cultural and public diplomacy. In the Lee presidency, Korean government has implemented “complex diplomacy” and “value diplomacy” as a main policy objective to improve cultural and public diplomacy. The Ministry of Foreign Affairs and Trade and The Presidential Council on Nation Branding use the popularity of Korean wave/Hallyu to promote Korean national interest and enhance Korean images in the world.

In 1990, firstly Korean wave/Hallyu started with TV dramas with title “Winter Sonata”. This film became popular in Japan and spread to China, Taiwan and Hong Kong. After through TV dramas, Korean wave also spread through internet and social media. The popularity of Korean wave firstly through TV drama followed by young idol groups (K-pop), movies and various cultural elements. Korea can make an interesting packaging of TV drama, such as the beautiful clothing of the chosen royal court, the restorations of chosen architecture, and the colorful palace cuisine sparked global interest in Korean traditional culture. TV drama has been aired in dozens of countries, including China, Vietnam, India, Turkey, Israel, Nigeria, Romania, Hungary, Bosnia, Russia, Sweden, Colombia, Peru, Canada, the United States, Australia, and New Zealand.

The popularity of Korean dramas has different various reasons, because of this Korean drama can accepted by people and the diplomacy can be running well. This are the various reasons in each country, such as Americans find relaxing and cheerful on Korean dramas, Europeans find the

plots uncomplicated and romantic, Asians find discover lifestyles and trends, the Middle East finds it the subtitle repression of emotions and intense romantic passion without overt sexuality. Korean wave is not only spread by TV dramas, Korean wave is primarily led by famous Korean girl idol bands (Girls’ generation, Kara and Wonder Girls’). 28

1.8.2 Lee, Won-jun (2015) “The Effects of the Korean Wave (Hallyu) Star and Receiver Characteristics on TV Drama Satisfaction and Intention to Revisit”

Globalization in this era can increase critical role in every area of life, society, and culture is not an exception. Korean Wave/Hallyu is the popular cultural phenomenon among people in Asian. The cultural phenomenon that Korea made can be accepted by people. The example of Korean pop cultural that gets higher rank in YouTube video on 2012 is “PSY” the famous singer from Korea and his song “Gang-Nam Style”. Now, Korean wave has gained increasing recognition in China, East Asia, Southeast Asian nations, including Taiwan, Japan, and Hong Kong. “According to Korean pop cultural can give significant impact on the Korean economy through exports of Korean product and increased tourism (Lee, 2015: Hogarth,2013).”29 The popularity of Korean Wave/Hallyu can affect the number of foreign tourist to visiting Korea. And the cultural phenomenon can be increased purchase of Korean product, such as cosmetics, Fashion, and Korean cuisine. In looking the growing of Korean pop cultural in many countries Korea broaden the business to open branches in other countries. For example, there are so many Korean beauty clinics, Korean fashion, and Korean restaurant that spread in Indonesia.

28 Jang, Gunjoo, Won K. Paik.2012.Korean Wave as Tool for Korea’s New Cultural Diplomacy. Retrieved on December 2, 2016 from Scientific Research: http://dx.doi.org/10.4236/aasoci.2012.23026 29 Lee, Won-jun.2015.The Effects of the Korean Wave (Hallyu) Star and Receiver Characteristics on TV Drama Satisfaction and Intention to Revisit. Retrieved on December 2, 2016. From International Journal of u- and e- Service, Science and Technology: http://dx.doi.org/10.14257/ijunesst.2015.8.11.34 15

According to Ko et al., (2014), Korean wave is influenced by the media and television has been an important media mechanism through which provides continuous access to the Korean wave. And the growing of media technology can affect to the cultural diffusion. The growing of media, such as web and internet technologies can make the speed of cultural diffusion faster. The role of video sharing on YouTube and mobile social media support the spreading of culture through interpersonal contacts. These platforms take important role in the diffusion of music, like rock and Korean pop song (K- pop). 30

1.8.3 Lee, Sue Jin (2011), “The Korean Wave: The Seoul of Asia”

Beginning in East Asia in the 1990s the Korean wave/Hallyu refers to a surge in the international visibility of Korean cultural and continuing more recently in the United States, Latin America, the Middle East, and parts of Europe. Korean Wave/Hallyu was increased the popularity of South Korean culture around the world. Korean Wave/Hallyu quickly growing the popularity of Korean entertainment and culture in China. This is cause the Hallyu was coined by Beijing journalists in mid-1999. The growing of Korean Wave/Hallyu can be traced back to 1997, while the Korean TV drama, What Is Love All About, broadcast on state-run Chinese television, CCTV, set the stage for Korean Wave/Hallyu in China, following an MBC TV drama, Jealous, which was imported as the first popular cultural product from Republic of Korea in 1993.

Korean Wave/Hallyu can lead all Asian peoples to be interested with Korean culture not only through Korean music and drama, but also its films, food, and fashion. Accordingly, Korean wave can attract people to curious with Korean culture and Korea itself. Korean dramas have served as an important bridge to encounter Korean culture for different countries. Korean pop culture is meaningful for Korean government, because can give positive national image in neighboring countries. Soft power that Republic of Korea

30 Ibid (Lee, Won-jun) 16

does through pop culture can easily Korea in having cooperation with other countries.

Fundamentally, Korean wave through the pop culture brought the national image of Republic of Korea to the positive way. Korean wave ultimately improved Republic of Korea’s image in other countries, many countries who has extended much further than just the Korean economy. According an article in Korea Herald stated that Chinese people felt closer to Korean culture thanks to access to pop culture, even if they have never been to the country. On the other article also said, The Republic of Korea and China have maintained close cooperative ties in the political, economic, cultural and educational fields in recent years.” The article also stated that, in china Korean wave suggested to be a brighter future for bilateral relations. For example, Chinese people felt amazed with the existence of Korean pop culture. Many Chinese people loved and want to have Korean culture products. 31

1.8.4 Kim, Tae Young, Dal Yong Jin (2016), “Cultural Policy in the Korean Wave: An Analysis of Cultural Diplomacy Embedded in Presidential Speeches”

In 2014, a Korean media conglomerate CJ E&M was conducted Korea oriented music award festival. This festival called the 2014 Mnet Asian Music Awards (MAMA), was held in Hong Kong. This event watched by thousands of fans also the president of Korea, Park Geun-hye, she gave a video message celebrating this cultural event. Many celebrities that performed on this event, such as EXO, Girl’s Generation, and 2PM. MAMA 2014 event has a big role for Korean wave, which rapid the growth of domestic cultural industries and

31 Lee, Sue Jin.2011.The Korean Wave: The Seoul of Asia.Retrieved on December 2, 2016 from The Elon Journal of Undergraduate Reseacrh in Communications: https://www.google.co.id/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&uact=8&ved =0ahUKEwiJlNLcltXQAhUBP48KHXQvBpwQFggfMAA&url=http%3A%2F%2Fwww.elon.edu %2Fdocs%2Fe- web%2Facademics%2Fcommunications%2Fresearch%2Fvol2no1%2F09suejin.pdf&usg=AFQjC NEBaYztR5cJIvfzbSJtOBbrVOrZKg&bvm=bv.139782543,d.c2 17

the exports of domestic popular culture to the world. Through this event Korean government has tried to make Korean pop culture as the one of the global cultural standards in the world.

Korean wave cannot growth without the role of government. The role of government has become a major element for the growth of cultural industries. Apart from the president’s statement, the Small and Medium Business Administration (SMBA) sponsored the awards in exchange for hosting exhibitions of 57 Korean cultural enterprises. Through this awards, government can support Korean cultural industries and the popularity in global markets as well as imply the government’s willingness to expand Korean Wave/Hallyu as an industrial, transnational, cultural flow with Korean values. It uses the notion of cultural diplomacy and soft power, because Korean Wave/Hallyu related with cultural trend, as presidential statements. The potential of Korean wave is to give significant impact on cultural diplomacy as well as on trade, tourism, the academy, and other national interest across various contexts.

According to Kozymka culture is not only the arts, but culture can be reflected in the growing recognition of culture’s role in promoting human development, fostering intercommunity dialogue and understanding, building peace, and broadening education. Cultural diplomacy is seen as a part of public diplomacy of the state culture in supporting its foreign policy goals, to combat stereotyping, develop mutual understanding, and advance national reputation and relationships across the border. The focus on doing public diplomacy is tend to promote the ideas and values of one society to another through cultural programs and information.32

32 Kim, Tae Young, Dal Yong Jin.2016.Cultural Policy in the Korean Wave: An Analysis of Cultural Diplomacy Embedded in Presidential Speeches. Retrieved on December 3, 2016 from Simon Fraser University, Canada: https://www.google.co.id/url?sa=t&rct=j&q=&esrc=s&source=web&cd=5&cad=rja&uact=8&ved =0ahUKEwiBybqoy9XQAhXFN48KHZ8SBn4QFghLMAQ&url=http%3A%2F%2Fijoc.org%2Fi ndex.php%2Fijoc%2Farticle%2FviewFile%2F5128%2F1838&usg=AFQjCNHRGLJXNlarsXRW LwgnLZ8YIrSB2g&bvm=bv.139782543,d.c2I 18

1.8.5 Hae-Joang, Cho (2005), “Reading the Korean Wave as a Sign of Global Shift”

In 1997 Korean pop music start to begin the show on Chinese FM broadcasting station. Many reporters noted the pop music and dramas can affecting the main elements of Korean wave had spin off effects in terms of promoting Korean food, language, cultural products, and tourism in Korea. Korea company gets the positive impact from the booming of Korean wave. Korean wave attract enthusiast around the world, many peoples in other countries listening Korean pop songs and watching Korea TV dramas. The new generation of people who consumed Korean music and Korean TV dramas classified as “Korea tribes”. “Korea tribes” are adopting and emulating Korean lifestyles ranging from fashion, food, and consumption patterns, to even plastic surgery. Enthusiast of Korean pop stars and dramas make Korean packaged tour programs to fulfill the desire, meet with the idols and checking out the favorite dramas shooting locations.

Kim Han-gil, the head of the Ministry of Culture and Tourism (MCT) explained the situation in China towards Korean drama was accepted by people than Western drama and drama about violence. Western drama’s sensationalism and violence does not suit with Chinese sensibilities different with Korean dramas that drawing interest from Chinese people. An MCT administrator in an informal interview said that, “compared with American and Japanese culture which is so violent and tough, Korean culture is easier to consume because it has been filtered through Confucian sensibility. Korea can adapt the growing of the culture in the world and implement it in the modern way. This strategy can make people to easily absorb the Korean pop culture and implement it in daily activity.

The argument that show Korean pop culture is popular in Asia because anti-Japanese and anti-American sentiments was a point emphasized in many articles, especially in cultural nationalistic discourse. Im Jin-mo, a pop critic, contributes to this discourse said that the ideologically of China is opposed

with United States, this situation is same with Japan. All generations from young to old when hear the word of “Japan”, people fell an inward hostility. This different with Korea, China has no sense of competitive with Korea also Chinese people view Korea as a country to learn from. Korea can make people feel comfort to having relations, and Korea becomes the logical choice for China’s affections.

The cultural nationalists emphasize the existence of “authentic culture”, industrialists and neoliberals highlight the cultural “industry”. The cultural nationalists affected to increase the demand of product. Korean companies greatly increased the sales by featuring the stars of the wave in promoting the products ranging from computers to cellular phones. The booming of Korean wave can affect the large potential of market and the improvement of the country’s image. Korean wave very important for the Korean companies to increase the demand of product. Government and people in culture industry are concerned to advance and continue the promotion of Korean wave, to always keep the large potential of market.33

1.8.6 Huang, Xiaowei (2009) “Korean Wave – The Popular Culture, Comes as Both Cultural and Economic Imperialism in the East Asia”

Korean Wave/Hallyu refers to the popularity of Republic of Korean pop culture among Asian countries. Korean Wave/Hallyu not only popular in terms of fanaticalness of fans, but also give the profit of Korean national income. In 2001 and 2002, there were 2 events namely, September 11th and the FIFA World Cup this situation cannot affect the increasing number of tourist visiting to Korea. The event that conducted in 2001 and 2002 show that the tendency of Korea is not merely based on the pleasure and

33 Hae-Joang, Cho.2005.Reading the “Korean Wave” as a Sign of Global Shift. Retrieved on December 5, 2016 from Korea journal: https://www.google.co.id/url?sa=t&rct=j&q=&esrc=s&source=web&cd=9&cad=rja&uact=8&ved =0ahUKEwitzpGWhNzQAhUINI8KHcqIByUQFghmMAg&url=https%3A%2F%2Fwww.ekoreaj ournal.net%2FsysLib%2Fdown.php%3Ffile%3D..%252FUPLOAD%252FT_articles%252FPDF4 548&usg=AFQjCNEKqqangcr_pKlb9a3o4heic3zIew&bvm=bv.139782543,d.c2I 20 gratification of audiences’ desires, but also on people personally action to visiting Korea. In particular, visiting the shooting locations of certain TV dramas has become the norm. Culture can be affecting the growth of economy, culture and economy are related, both of them have different categories in sociology. Culture refers to the beliefs, way of life, art, and customs that are shared and accepted by people in particular society. And economy defined as the system of country’s money and goods are produced and used, or a country considered in this way. Korean wave phenomenon is the evidence of cultural imperialism develops as economic imperialism. Cultural imperialism is connected with economic imperialism, because cultural imperialism is being a new form of economic imperialism. Korean wave brings the different level of cultural and emerged a “Korean Fever” in certain Asian countries, such as China, Hong Kong, Taiwan, Singapore, Japan, and the Philippines. From food, language, fashion, to tourism, the phenomenon of Korean wave permeates each Asian country. According to Lewis, television programs were no longer seen as reflections or distortions of reality, but as a set of highly coded significations, the product of specific aesthetic, political, technical and professional ideologies. People can make an interesting packaged of television programs to attract people/audience. Television programs delivered a powerful message to attract audience. This powerful message meaning is to changing attitude of audiences. Information that delivered by television programs or advertisement programs can directly influenced the attitude of the people. For example, Winter Sonata is the popular Korean drama; it presents a complicated, and romantic love story that takes place in Korea. These dramas can persuade audiences’ interaction by the plot of the drama, and intend people to visit the shooting locations after watching the drama. Korean TV dramas is the one part of Korean wave that can be advertising of Korea. “According to Kubey and Csikzentmihalyi criticize that the main focus of television program is to sell advertising. Watching television program is a sort of motivation, people are motivated to earn money to buy the products that are promoted through the television. According

survey that conducted by International Travel Fair in Korea, Seoul is the popular city for tourists. Seoul is one of shooting locations, which attract tourists. In Singapore, after the broadcasting of Korean TV dramas some travel agencies utilize this condition to promote the tourism. With the promotion of tourism through Korean TV dramas is one aspect of cultural imperialism. 34

1.8.7 Bok-rae, Kim (2015) “Past,Present, and Future of Hallyu (Korean Wave)”

The booming of Korean Wave/Hallyu is emerging the modernized/industrialized in East Asia. The emerging of Korean Wave/Hallyu boom cause people with an economic power have a strong desire to be cognitive subjects of the cultural activities. Korean Wave/Hallyu cannot be considered as a simple cultural acculturation, but as transcultural phenomenon or a process of “cultural power reorganization”. To overspread transcultural phenomenon or a process of “cultural power reorganization” is through the complex/dynamic movements of people, mass-medias and transnational capitals. Korean culture can be accepted by Chinese culture in premodern period, also Western/Japanese culture in modern period.

Korean Wave/Hallyu is not indicating as a trend of popular culture, but also as a great wave that moving from simplistic politico-economic ideologies into modern culture/civilization paradigms in post-cold war period. Korean wave as a main agent of East Asian popular culture and become in parallel with Western-oriented popular culture. Korean wave/Hallyu at the beginning start to promote K-drama in the late 1990s, after

34 Huang, Xiaowei.2009.’Korean Wave’ – The Popular Culture, Comes as Both Cultural and Economic Imperialism in the East Asia. Retrieved on December 5, 2016 from Asian Social Science: https://www.google.co.id/url?sa=t&rct=j&q=&esrc=s&source=web&cd=13&cad=rja&uact=8&ve d=0ahUKEwi- z5vDvNzQAhWHnpQKHYsJCJA4ChAWCCswAg&url=http%3A%2F%2Fwww.ccsenet.org%2F journal%2Findex.php%2Fass%2Farticle%2F%2520download%2F3449%2F3123&usg=AFQjCN HgZMIKEk6WXmQferAun6SyqmGWLw&bvm=bv.139782543,d.c2I

that following with Korean culture. Korean culture consists of Korean alphabet (hangul), Korean food (hansik), and Korean traditional costume (hanbok) beyond Asia. In the early 2010, Korean Wave/Hallyu has not only popular to K-dramas or K-pop music, but included all genres of Korean culture.

Korean Wave/Hallyu has potential to promoted and developed a “K- style” that closely related to the right of publicity. People knowing “K-style” after the popularity of K-dramas, K-pop music and Korean pop culture. “K- style” using the Korean stars as an icon to promoted Korean product and make a great image around the world. As fans who love and imitate the identity of Korean Wave/Hallyu stars, people/fans get to like every style Korean Wave/Hallyu stars show. People will have interested with “K-style” that applied in daily activity, such as food, clothing, and shelter. The emerging of “K-style” can affect the increasing demand of Korean product, government also take a role in the highly demand of the product. Korean government also shows the interest in selling Korean Wave/Hallyu products, then promoting the level/quality of Korean culture. Korean government also intervenes in the production, sales, and distribution of Korean Wave/Hallyu products.35

1.9 Scope and Limitations

This research will discuss about the government of Republic of Korea act in promoting and popularizing the cultural diplomacy as its national branding towards Korean Wave under the administration of Lee Myung-bak (2008-2013). This research will focus on the act of Republic Korea government under Lee Myung-bak

35Bok-rae, Kim.2015.Past, Present and Future of Hallyu (Korean Wave). Retrieved on December 6, 2016 from American International Journal of Contemporary Reseacrh: https://www.google.co.id/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&uact=8&ved =0ahUKEwiajoy8sd_QAhVBFJQKHSVQAnQQFggZMAA&url=http%3A%2F%2Fwww.aijcrnet .com%2Fjournals%2FVol_5_No_5_October_2015%2F19.pdf&usg=AFQjCNGD0TOi1EpfghVH 0ay2A-gnJbUTJw&bvm=bv.139782543,d.dGo

23 administration, which are, about the strategy, which is action plan and implementation in Republic of Indonesia.

1.10 Thesis Structure

1.10.1 Chapter I

This chapter is aimed to give the reader brief explanation about the research main discussion. By reading this chapter, reader will know what kind of research that the writer will discuss on the following chapter and reader will also know where this research paper will be going to.

1.10.2 Chapter II

In this chapter the writer will discuss about the independent variable; the independent variable will explain the Introduction of Government Republic of Korea in the Context of National Branding: 2.1 Introduction 2.2 Major Contributing Factors of the Increasing of Republic of Korea’s National Branding 2.3 Milestone of Government Republic of Korea in Increasing its National Branding 2.4 Foreign Policies Related to Republic of Korea’s National Branding

1.10.3 Chapter III

Chapter III the writer will discuss the dependent variable, in dependent variable will explain about Perspective of Republic of Korea in Understanding Cultural Diplomacy and National Branding: 3.1 Introduction

3.2 Cultural Diplomacy as a Means to Promote Republic of Korea’s Public Image 3.3 National Branding as a Tool to Exercise Republic of Korea’s Cultural Diplomacy

1.10.4 Chapter VI

Fourth chapter the writer will analysis the act of Republic of Korea Government in Promoting and Popularizing the National Branding of Republic of Korea.

4.1 Introduction 4.2 The Commitment of Lee Myung-bak Administration in Promoting and Popularizing the National Branding 4.3 The Strategies and Implementations of Republic of Korea Government 4.4 The Invasion of Korean Wave in Republic of Indonesia

1.10.5 Chapter V

In last chapter of this research, writer will conclude the analysis discussion of chapter IV. This chapter will comprehend the answer of How Korean Wave/Hallyu give impact to increasing the number of tourist.

CHAPTER II THE INTRODUCTION OF GOVERNMENT REPUBLIC OF KOREA IN THE CONTEXT OF NATIONAL BRANDING

2.1 Introduction

On second chapter the writer will explain the introduction of government Republic of Korea in the context of national branding. This explanation will be supported by 3 parts, which are major contributing factors of the increasing of Republic of Korea national branding, milestone of government Republic of Korea in increasing its national branding, foreign policies related to Republic of Korea national branding. This chapter will help the reader to understand the beginning of national branding in Republic of Korea.

Many countries in this world was accepted and practiced national branding, including United States, France, United Kingdom, Japan, China, Republic of Korea, Singapore, South Africa, New Zealand, Israel, and most Western European countries. Even many countries in this world has been accepted and practiced national branding, the theory was not developed and criticized by the countries. Ironically in 1996, the firstly construct term of “Nation Brand” called Simon Anholt criticized branding a country as vain, naive and foolish, because it is not give a solution but the problem. In the academy, national branding study have four different sources, such as; country of origin, place, or destination branding, public diplomacy, and national identity. Other major explanations about the nation brand differ depending on the focus and purpose or outcome; to remold national identities, to enhance nations’ competitiveness, to embrace political, cultural, business and sport activities, to promote economic and political interest at home and abroad, to alter, improve or enhance a nation’s image.36 National branding is important for

36 Kim, Hwajung.2012.The Importance of Nation Brand. Retrieved on December 17, 2016. From https://www.google.co.id/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&uact=8&ved =0ahUKEwjV27TasfvQAhVFP48KHa9MA38QFggZMAA&url=http%3A%2F%2Fwww.cultural diplomacy.org%2Fpdf%2Fcase- 26 each country to easily having cooperation with others. Through national branding each country can embed the perspective of people’s image. Nation branding was created an icon of country, built awareness of people to know deeper about the icon of country. Nation branding can embody the country and its product become booming in this world.

2.2 Major Contributing Factors of the Increasing of Republic of Korea’s National Branding

Republic of Korea’s national branding has been famous in the early 2000s. In promoting the national branding there are many kinds of ideas to present the practice and study of nation branding. According to the Assistant Professor department of economics University of Michigan, Ying Fan recognizes during the nation branding initiative a nation have to understand the multiple facets and the implications. Continue, Fan also identifies the place, natural resources, local products, people, history, culture, language, political and economic systems, social institutions, infrastructure, famous persons and picture or image as the contributing factors in promoting nation brand.37 In promoting the nation branding country should have several factors to support it, such as place, natural resources, local products, and others. The contributing factors of national branding can represent an image, ideas, values, and personality of the country. The image, ideas, values and personality of country can bring/change the mindset of foreign people.

An expert in national image and reputation, Simon Anholt, He is also one of the nation branding’s fathers, pioneers. Simon Anholt acknowledges and identifies the complexity and magnitude of nations. According to Simon Anholt the contributing factors of national branding are tourism, people, exports, culture and studies%2FHwajung_Kim_The_Importance_of_Nation_Brand.pdf&usg=AFQjCNFBdOsbMm- WqEMMrE8Nri-ZhCOv-Q&sig2=yk-DMKzI3OUp5422t3cMMQ&bvm=bv.142059868,d.c2I(p.6- 7) 37 Park, Chanmi.2010.South Korean Nation Branding: U.S. Newspaper Media Content Analysis of South Korea’s Image and Reputation. Retrieved on December 19, 2016 from https://www.google.co.id/url?sa=t&rct=j&q=&esrc=s&source=web&cd=3&cad=rja&uact=8&ved =0ahUKEwi6zczEg__QAhXIOY8KHQf7AVQQFggoMAI&url=http%3A%2F%2Fwww.america n.edu%2Fsoc%2Fcommunication%2Fupload%2Fpark2010.pdf&usg=AFQjCNH6l62TQFCUnJd0 OKeXTrtocCtmtQ&bvm=bv.142059868,d.c2I(p.10-11)

27 heritage, investment and immigration, and governance. In 2005, Simon Anholt developed the Nation Brand Index (NBI) in using these six factors to measure the image and reputation of a nation in comparison to other nations. Simon Anholt identified the public perceptions of the different countries in developing the six factors.38 The picture of Nation Brand Hexagon consists of several contributing factors by Simon Anholt. This several contributing factors was identified by the public perceptions from each country. Contributing factors that was identified by public perceptions from each country there are 6 points. The six points of contributing factors including first, Tourism; second is Exports; Third is Governance; fourth, Investment and Immigration; the fifth are Culture and Heritage, and the last is People.

Picture 2. Nation Brand Hexagon (GfK Custom Research North America, 2010).39

Simon Anholt identifying these six factors as contributing to promote the national branding. Exports is one of factors in determine the public’s image of nation’s products, service and measure the consumers seek or avoid the product of the nation and governance. This nation’s product will give public opinion on the

38 Ibid (Park, Chanmi)(p.11) 39 Ibid (Park, Chanmi)(p.11) 28 level of the national government’s competency, fairness, perceived commitment to global issues and individual’s beliefs about each country’s government. Additional factors are culture and heritage to measure global perceptions of the nation’s heritage along with the appreciation of contempered culture and people. The culture and heritage was measured is for the reputation in competence, education, openness and friendliness, also the levels of hostility and discrimination. Other factors are tourism for measure the increasing number of tourist to visiting the country, investment and immigration. Tourism factor also to determines the attractiveness of people living and studying in the country. This emphasize that the development and management of national branding have to considered the branding action, reputation, exports, governance, culture and heritage, the people, tourism, investment and immigration to attract the attention.40 The contributing factors of national branding that criticized by Simon Anholt should have actors who develop and managed. Actors who develop and managed have to consider the branding, reputation about exports, governance, culture and heritage, tourism, investment and immigration, also the people. In order to manage and control the branding and reputation around the world going smoothly.

The success of Korean Wave/Hallyu cannot be separated from the government of Republic of Korea and organizations role. There are three arguments the successful of Korean Wave/Hallyu: the first is cultural discount, second Confucianism and transnationalism sympathy. According to Shin 2006; Huh 2002 that Cultural discount is tended to the profit of sale due to the relative cultural affinity among people in Asia when it compared with Western cultural products. This is a concept of producer and centered in economic value. Second arguments, Confucianism is a deeper argument that first and seeks to understand and explain the substance of cultural similarity. According to Yoo and Lee 2001, Yang 2006 stated that Confucianism is a fundamental tradition of common cultural values that supposedly shared by Asians. Confucianism has been excessive to explain the positive and negative that related with Asia, also when Asia in underdeveloped the situation explained by Confucianism. Asia became willing to learn and adopt

40 Ibid (Park, Chanmi)(p.12) 29

Confucian values when achieving economic success and transnational corporations. The third argument, transnationalism is to expand Korean Wave/Hallyu into Asian community by criticizing the producer oriented media or a narrow notion of nationalist expansionism.41 Korean Wave/Hallyu was created to introduce and spread the Korean pop culture, and its cultural product is competing with others, which are Chinese products and Japanese wave products. The three arguments, Cultural discount, Confucianism, and Transnationalism have limitations in explaining the concrete reality of Asian culture or media reception. In improving the image Republic of Korea has played an important role in consolidating the Asian community.42 Republic of Korea is a newly developed country who improve the image to be better. In improving the image Republic of Korea using Korean Wave/Hallyu that booming in recent years.

2.3 Milestone of Government Republic of Korea in Increasing its National Branding

Republic of Korea government has promoted the national branding of Korea to the world. In promoting the national branding government of Republic of Korea was help by many actors, such as group of culture, non-government organizations, individuals. Republic of Korea can build tight relationships with other countries, especially Rpublic of Indonesia through promoting and increasing the national branding to community. National branding is an icon of country and gives influence to society. National branding helps Republic of Korea to having relationships and also improves a positive image that related with political in other countries. In the past Republic of Korea is under the rule of imperialism and now changing into democrats and liberal country. Through national branding Republic of Korea can

41 Marinescu, Valentina.2014.The Global Impact of South Korean Popular Culture.Retrieved on December 22, 2016.From Lexington Books: http://libgen.io/ads.php?md5=B43077BD5296CC31D083A40B1777149C(p.7-8) 41 Ibid (Marinescu, Valentina)(p.8) 41Kameswara, Arya.2016.Pengaruh Soft Diplomacy Dalam Membangun Citra Korea Selatan di Indonesia.Retrieved on December 24, 2016.From Academia.edu: http://www.academia.edu/3383637/PENGARUH_SOFT_DIPLOMACY_DALAM_MEMBANG UN_CITRA_KOREA_SELATAN_DI_INDONESIA(p.82) 42 Ibid (Marinescu, Valentina)(p.8) 30 increase many various sectors, among others political sectors, economic sectors, and also social-cultural sectors.43

2.3.1 Political Sectors

National branding of Republic of Korea can give positive impact to Korea itself. Through national branding government of Republic of Korea can have closer relationships with Republic of Indonesia. Both of these countries never faced political problem, otherwise Republic of Korea and Republic of Indonesia have a closer relationship in political aspects. Republic of Indonesia will help to improve relations between Republic of Korea and North Korea. Republic of Indonesia is a country who have foreign policy “bebas aktif” that can be neutral in the view of problems in the Korean peninsula.44 More over Republic of Indonesia have a good relationship with North Korea, so can help Republic of Korea to run the process of reconciliation with North Korea. In term of image Republic of Korea hope the closer relationships in political side under the process of reconciliation with North Korea.

Relation between Republic of Korea and Republic of Indonesia in political aspects more increasing. The relation between two countries was increasing through democracy cooperation that becomes the strategies agenda in Asia. In 2010, these countries have success in leading the Bali Democracy Forum and also managing the democracy momentum around Asia. Republic of Korea and Republic of Indonesia have cooperation and have vision to achieve the stability and prosperity of East Asia. As a country that take an active role, Republic of Korea can encourage people to know and love Korean culture. It is happened also with the cooperation of the country that has important role in Asean, Republic of Indonesia. Cooperation both countries

43Kameswara, Arya.2016.Pengaruh Soft Diplomacy Dalam Membangun Citra Korea Selatan di Indonesia.Retrieved on December 24, 2016.From Academia.edu: http://www.academia.edu/3383637/PENGARUH_SOFT_DIPLOMACY_DALAM_MEMBANG UN_CITRA_KOREA_SELATAN_DI_INDONESIA(p.82) 44 Ibid (Kameswara, Arya)(p.82) 31

will achieve the stability and prosperity of East Asia and also increasing the political relations.

2.3.2 Economic Sectors

The increasing relations in political sector can push another sector to develop. In increasing the national branding of Republic of Korea through the popularity of Korean wave/Hallyu also can affect the economic relations sector. Republic of Korea is a country that well known with the highest manufactures industry; this is balance with the promotion of Korean pop culture in the world. Korean pop culture very famous in Indonesian community. Many people in Indonesia loved K-pop and have an interest to have Korean product. In increasing the promotion of nation branding and the profit of product, Republic of Korea and industry have a strategic to attract people/community around the world. The Republic of Korea and industry strategy is use Korean stars as an icon of the product. It can attract many fans of Korean stars to use and be familiar with the Korean product and Korean style.

In 2008 according to Korea International Trade Association that doing a survey with 1.173 people from East Asia and Southeast Asia. 80% people from 1.173 said that Korean Wave/Hallyu is the influence to buy Korean products, like handphone, electronic, and food. Korean wave/Hallyu affected the profit of Korean product around US$4.5 billion. This situation shows that K-pop is one of form of Republic of Korea’s soft diplomacy that can affect its nation branding and increase the demand of Korean products. K-pop also affect the relations between Republic of Indonesia and Republic of Korea through the development of bilateral trade. In 2010, bilateral trade was increasing 57% in both countries from US$12.88 billion (2009) become US$20.27 billion.45 Korean wave/Hallyu that booming was affected the demand of Korean products. The increasing demand of Korean product occurred in many countries, including Republic of Indonesia. Many

45 Ibid (Kameswara, Arya)(p.84-85) 32

Indonesians, especially teenagers influenced by K-drama and K-Pop to have Korea product. Product of Korea also re-produced by some countries, like music in Indonesia also beauty product. Other countries were produced the same product like Korean product but using different brand. For example, BB cream is one of the Korean beauty product. This product has been familiar in many countries, because of that many countries was produce BB cream with different brand. In Republic of Indonesia there are many brands of BB cream that produce from other countries, like Body Shop. Body Shop is a brand from America who produce BB cream and sell in Republic of Indonesia’s market.

Economic aspects of Republic of Korea also come from tourism sector while doing soft diplomacy. Tourism sector give significant influence towards the profit, tourism sector is the 3 rank in giving the profit for Republic of Korea, after IT, electronics industry, and transport sectors. In 2011 tourism sector in Republic of Korea get 32 rank in the world. The Popularity of Korean wave through K-pop attracted tourist to visiting Republic of Korea. Almost in every year the tourist is increasing around 10% to visit Korea, the government targeting in 2020 the foreign tourist will be reach 1.5 billion. According to Dwi Hapsari, Manager Marketing of Korean Tourism Organizations (KTO) said that 125.000 Indonesian tourist visited Korea throughout the year 2011, this numbers have increase 30.8% than 2010.46 Republic of Korea offers many programs and product to Indonesian tourist, this is one reason that attract Indonesian tourist to visited Republic of Korea. The offers of Republic of Korea are, scholarship for student who has skills, conducted concert, and visiting shooting location. It is also increase the public relations of Republic of Korea and Republic of Indonesia when tourist who visited Republic of Korea can directly communicated and socializes with Korean people.

46 Ibid (Kameswara, Arya)(p.85-86) 33

2.3.3 Social-cultural Sectors

The relation of social culture sector was emerged as one of the impact Republic of Korea soft diplomacy. Korean wave give influence and play an important role in introduce Korean pop culture in Indonesia. Culture relation and the establishment of Joint Commission on Culture will help the increase of social-culture relation between both of these countries.47 Republic of Korea can attract and influenced foreign people through Korean drama; Korean music and Korean pop culture. Republic of Korea creates an interesting packaging to attract people. Korean products, such as Korean drama, Korean music, and Korean pop culture can teach the behavior, habit and daily activities of Korean people. These Korean drama, Korean music and Korean pop culture will influence and attract people to try, have Korean products. For example, Indonesian people who watching Korean drama want to try Korean food that are shown in the drama. Not only food, people/audience will be familiar also with Hanbok, which are the traditional clothes of Republic of Korea. With watching Korean drama, heard Korean music and learn Korean pop culture Indonesian people also fascinated to learn Korean language, in order to make it easier in understanding the words/meaning/sentence of Korea.

The connectivity between society in both countries, Republic of Korea and Republic of Indonesia more increasing, Korean entertain give inspiration to Indonesia entertain. Indonesian people are really like, love Korean music pop, the style, the concept of dance, genre music. House production in Republic of Indonesia began to realize that young generations affected by the culture of Republic of Korea. These influences make house production of Republic of Indonesia created simulation of boyband/girlband in Republic of Korea’s style. House production in Republic of Indonesia not only changes the style but also the genre music. Boyband/girlband in Republic of Indonesia is quite similar with boyband/girlband in Republic of Korea. The emerging

47 Ibid (Kameswara, Arya)(p.86-87) 34

Indonesian pop is one of the influence Republic of Korea’s soft diplomacy through Korean wave.

2.4 Foreign Policies Related to Republic of Korea’s National Branding

In the 1980s this is the end of military dictatorship and up to now, government of Republic of Korea have policies and strategies to make a Korea become a global country, to introduce images of Republic of Korea to the world. Under the administration of President Kim Young-sam (1993-1998) was implemented the Segyehwa policy and the administration under Lee Myung-bak was implemented the “Global Korea” policy to reach the nation branding strategy.48 Lee administration is the first actor that adopts the middle power rhetoric officially into Korea foreign policy. And “Global Korea” is a platform to launch Korea’s middle power diplomacy. In the Lee administration Segyehwa policy also use, in Segyehwa policy the diplomatic globalization as a tool to achieve advanced nation status. The Segyehwa policy was use in the mid-1990s and implement by Kim Young-sam administration. Segyehwa policy was adopted as the official national government policy in 1993 and Korea institutionalized the process to guide its international trade policy.49

Segyehwa policy was created to be unique because this policy was set out for globalization between countries through other state, top-down strategic plan with the purpose to fulfill the challenge of globalization as the defined by the

48 Schwak, Juliette.South Korean Nation Branding and the Building of Competitiveness Society Which Pressures, Which Responses?. Retrieved on December 19, 2016. From City University of Hong Kong: https://www.google.co.id/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&uact=8&ved =0ahUKEwja7cjY6__QAhVKpI8KHRaoAWwQFggZMAA&url=http%3A%2F%2Fwww.taxjusti ce.net%2Fwp-content%2Fuploads%2F2015%2F06%2FSchwak-South-Korean-competitiveness- society-article.pdf&usg=AFQjCNFrbyOk-y4Pvyda2LYoWpg2kc-Kgg&bvm=bv.142059868,d.c2I 49 Tait, Jaydan. Sehyehwa: The Globalization of Seoul. Retrieved on December 19, 2016. From University of Calgary: https://www.google.co.id/url?sa=t&rct=j&q=&esrc=s&source=web&cd=3&cad=rja&uact=8&ved =0ahUKEwisquPk3v_QAhVKqI8KHYRKAKIQFggoMAI&url=http%3A%2F%2Fwww.ucalgary .ca%2Fev%2Fdesignresearch%2Fprojects%2FEvds723%2Fseoul.pdf&usg=AFQjCNF_JWwIQhI EQeHvLGQZcvj9zfUR5A&sig2=4t4WEKD5YJCBT-7rNO3rxw&bvm=bv.142059868,d.c2I

35 government at that time. Segyehwa policy had several purposes are; the first is to creating the first level of the country, second is to rationalize all aspects of life, third is to maintain the national unity by rising above class, regional and differences generations, the fourth is to strengthen the identity of Korea’ national as a fundamental for successful globalization, and the fifth, which is the last is to increasing a sense of community with all humanity. In order to achieve all of the purpose it is need to increasing economic efficiency by promoting autonomy, competition and liberalization. According to government that Segyehwa policy meant rationalizing all aspects of life and sweeping transformation of society.50 The Segyehwa policy was lay out by several countries to be a foundation in doing globalization. Segyehwa policy was created to achieve some purposes, there are five purposes.

On January 2009 Republic of Korea President, Lee Myung-bak with the presidential council of nation branding have to actively develop and manage the South Korean image and reputation.51 In actively develop and manage the South Korean image and reputation the government under the administration of Lee Myung-bak use the Korean pop culture that is Korean Wave/Hallyu. Before the application of nation branding initiative Republic of Korea have downgrading at the Nation Brands Index. In develop and manage the nation branding Republic of Korea has a foreign policy to be a key site of Korean national identity construction. Republic of Korea’s foreign policy is a strong emphasis on achieving Seonjinguk (advanced nation) status in international affairs, as articulated in the slogan “Global Korea”. In globalization, the concept of Seonjinguk has provided Korea with an interpretive framework for discussions of its national identity and global position.52

50 Saxer, Carl J.Globalization as Policy: The South Korean Experience.Retrieved on December 12, 2016.From Asia Research Centre Copenhagen Business School: https://www.google.co.id/url?sa=t&rct=j&q=&esrc=s&source=web&cd=8&cad=rja&uact=8&ved =0ahUKEwj927Cw7__QAhUJvo8KHZJ_AM8QFghVMAc&url=http%3A%2F%2Fcongress.aks. ac.kr%2Fkorean%2Ffiles%2F2_1358491439.pdf&usg=AFQjCNH_ge6NGKWj1hmMmm2DErqi z9aCHQ&bvm=bv.142059868,d.c2I(p.3) 51 Ibid (Park, Chianmi)(p.5) 52 John, Jojin V.2015.Globalization, National Identity and Foreign Policy: Understanding “Global Korea”.Retrieved on December 18, 2016. From The Copenhagen Journal of Asian Studies: https://www.google.co.id/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&uact=8&ved =0ahUKEwj77sSU- PzQAhUKrI8KHUIZCfAQFggZMAA&url=http%3A%2F%2Frauli.cbs.dk%2Findex.php%2Fcjas 36

In promoted the nation branding Republic of Korea using a foreign policy to keep develop and manage the nation branding. The nation branding of Republic of Korea ever down in the grading of Nation Brands Index. After the government of Republic of Korea take an important role the grading start to up. Korean wave is the one factor that influences the upgrading of National Brands Index.

The new foreign policy initiatives under the slogan of “Global Korea” by the Lee Myung-bak administration have a vision. The main purpose of “Global Korea” slogan vision is to achieve the advanced nation status in international affairs. Under the administration of Lee Myung-bak, this new foreign policy will focus on maintaining Korea to become a truly advanced and globally prestigious country. The vision of new foreign policy will bring the people to fully realize the goal of building a truly “Global Korea”. The interpretative scope of “Global Korea” rhetoric reached beyond diplomacy and almost into all areas of Korean public policy under the administration of Lee.53 Most of the literature about subject was focused on the mapping transformation of Korea’s foreign policy and describing many kind of diplomatic initiative under the administration of Lee.

“Global Korea is the principle manifestation of Lee’s administration to translate the economy power of Korea into the political influence in the rapidly changing world (Olbrich and Shim 2012; 4 Snyder 2012).”54

President of Republic of Korea, Lee Myung-bak have a slogan to make the country going to international world, become a popular country, bring the country become global. The slogan of Lee Myung-bak administration is Global Korea. This foreign policy slogan has a vision to bring Republic of Korea become a real global country. The vision of foreign policy slogan will bring people to become fully aware and believe with the seriousness President Lee Myung-bak who will improve the image of country.

%2Farticle%2Fdownload%2F4965%2F5392&usg=AFQjCNHAUboW4nB2hv9RhVHBTh- JQSFyyg&sig2=2oBW0Enyuf9nwnoHU8PMNA&bvm=bv.142059868,d.c2I(p.38) 53 Ibid (John, Jojin V)(p.39) 54 Ibid (John, Jojin V)(p.39) 37

After the first year, foreign policy under the administration of Lee Myung- bak still in progress. There is a problem of tactical adjustments from the grand strategy of Republic of Korea or in concepting the campaign that has been reconciliation by “MB doctrine”. There are the strategic elements embedded in Lee’s vision, Global Korea and resource diplomacy.55 This work was implementation the vision in practical terms to Republic of Korea’s diplomatic strategy, but the progress of work and planned not going in line, the plan was quickly but the progress was not. This become a challenge for Lee administration to resolve the blocking barriers in order to maximize the ability of Republic of Korea to be effectively in executing the relations with the four major powers and with North Korea. Also in Lee Myung-bak inauguration he laid out the beginnings of a vision for Korea as a member who have responsibility and contribution from the commitment of international community to do “global diplomacy” and “the global movement for peace and development” based on “universal principles of democracy and market economics”.

Republic of Korea’s diplomatic white paper outlines have its goals to “enhancing the national image” in a range of functional areas of international cooperation such as terrorism, multilateral system reform, and cultural diplomacy.56 Republic of Korea in enhancing the national image has a representative to manage it, Republic of Korea’s own bureaucratic infrastructure and staff at the Korea Overseas International Cooperation Agency (KOICA). This representative insufficient to handle the level of contribution also provided the endowment assistance to the countries that still develop. Lee Myung-bak administrations also have resource diplomacy. Resources diplomacy is essentially a step for defensive to protect the lines of energy supply necessary to ensure the inputs that use to promote the continued economic growth of Republic of Korea.

55 Snyder, Scott.Lee Myung Bak’s Foreign Policy: A 250-Day Assessment.Retrieved on December 19, 2016. From The Asia Foundation: https://asiafoundation.org/resources/pdfs/SnyderLMBForeignPolicyKJDA.pdf (p.2) 56 Ibid (Snyder, Scott)(p.24) 38

CHAPTER III PERSPECTIVE OF REPUBLIC OF KOREA IN UNDERSTANDING CULTURAL DIPLOMACY AND NATIONAL BRANDING

3.1 Introduction

In this chapter three, the writer will discuss the perspective of Republic of Korea in understanding cultural diplomacy and national branding. In explaining this chapter the writer will support this chapter with three parts. These are the three parts, first part cultural diplomacy as a means to promote Republic of Korea’s public image, second part is Republic of Korea perspective and practices in cultural diplomacy, third part which is the last is national branding as a tool to exercise Republic of Korea cultural diplomacy. This chapter purpose is help the reader to understand about the perspective of Republic of Korea in understanding cultural diplomacy and national diplomacy.

Cultural diplomacy help government of Republic of Korea to create a foundation of people/community trust, and build policy makers to reach political, economic and military agreements. Cultural diplomacy also influence to members of foreign societies who cannot approach by traditional embassy functions.57 Government of Republic of Korea interested in the phenomenon of Korean wave/Hallyu to promoting Korea’s nation branding, Korean pop culture. Government of Republic of Korea always updates the information about Korean stars’ activity, the new Korean drama, and others in the government websites. Government of Republic of Korea always maintains and keeps control the popularity of Korean wave/Hallyu in the world. The government of Republic of Korea interest towards Korean wave/Hallyu can explain in two ways. The first is through Korean wave/Hallyu, government of Republic of Korea can sell Korean popular culture products to other countries that can brings the money to Republic

57 Ibid (Kim, Hwajung) 39 of Korea.58 Many countries are interested with the Korean product and increasing the market demand. Second reason of the government of Republic of Korea interest in Korean wave/Hallyu is to promote Republic of Korea as a brand. Korean pop culture that famous through Korean wave/Hallyu changed people’s opinion about Republic of Korea.59 Korean dramas as the first pioneer that introduce and popularize Korean wave/Hallyu make Republic of Korea as an onward and affluent nation. Government of Republic of Korea believes that Korean wave/Hallyu as a Korean nation-branding can embodies positive image. Republic of Korea Minister of Foreign Affairs and Trade, Ban Ki Moon stated that Korean wave/Hallyu has brought respect to Republic of Korea. Republic of Korea becomes the eleventh biggest economy in the world since reached its popularity of Korean wave/Hallyu.60

3.2 Cultural Diplomacy as a Means to Promote Republic of Korea's Public Image

Cultural diplomacy is a term that usually use by political scientists, communication experts but quite new in the domain of polish foreign policy. In cultural diplomacy, art and culture as a tool in doing promotional efforts by many countries. Countries belief by showing the cultural heritage will give the opportunity to showing its character, creating a positive public image and helping to achieve the political aims.61 Culture is an identity of country that can be promoted as a country’s national branding. Country can use culture as an approach to having relationship with other countries. Culture is strictly connected with the country’s government to achieve foreign policy objectives. The main purpose is to

58 Tuk, William.2012.The Korean Wave: Who Are Behind the Succes of Korean Popular Culture?.Retrieved on December 26, 2016.From Leiden University: https://openaccess.leidenuniv.nl/bitstream/handle/1887/20142/hallyu%20version%207.pdf?sequen ce=1(p.26) 59 Ibid (Tuk, William)(p.26) 60 Ibid (Tuk, William)(p.26) 61 Kieldanowicz, Marta Ryniejska.Cultural Diplomacy as a Form of International Communication.Retrieved on December 26, 2012.From University of Wroclaw, Institute for International Studies, The Section of International Communication: https://www.google.co.id/url?sa=t&rct=j&q=&esrc=s&source=web&cd=4&cad=rja&uact=8&ved =0ahUKEwj3xIiDyIzRAhWHuI8KHWzTB- IQFgg9MAM&url=http%3A%2F%2Fwww.instituteforpr.org%2Fwp- content%2Fuploads%2FRyniejska_Kieldanowicz.pdf&usg=AFQjCNGIfMdWzWKGcfHSlSMH MS9yfZpNEQ&sig2=HDZj7amGVfTVRUx5r9iO4w&bvm=bv.142059868,d.c2I(p.2) 40 familiarizing foreign recipients with the country, its inhabitants, culture, language, and to create a positive public image of the country. In doing cultural diplomacy there are the basic instruments of it, such as language teaching, educational exchanges, exhibitions and presentations.62 Korean pop culture was attracting people across the world. In spreading the Korean pop culture, government of Republic of Korea use basic instruments to implement the Korean pop culture. People/society will interest and more understand through the practice, like open language court, exchanges students who have skill or scholarship program, presenting the culture to people, conducted the exhibition. The basic instruments are to make people/community understand and interest with the culture.

Republic of Korea government lacks of consistent conception or concrete strategy to promote its public image. So far, Republic of Korea has pushed ahead to promote the public image through cultural diplomacy. But cultural diplomacy is largely dominated by cultural contents, which government of Republic of Korea tends to rely on the private sector to produce.63 Government of Republic of Korea cannot do alone in promoted the nation branding; the government needs help from other actors to promote it. Government Republic of Korea has cooperation with private sector to promote the nation branding. In doing public image government of Republic of Korea should have a significant role than the private sector. It will take a risk if private sector has dominant role in promote Korea’s public image. Government of Republic of Korea and private sector should have a good coordinator in promoting the nation brand. The bad coordinator will emerge the clash of interest, also not in line with the national goal. Private sector parts are producing the product and promote the product; it will help the country to spread the icon of country through its product.

62 Ibid (Kieldanowicz, Marta Ryniejska)(p.8) 63 Cho, Yun Young.2012.Public Diplomacy and South Korea’s Strategies. Retrieved on December 21, 2016.From The Korean Journal of International Studies: https://www.google.co.id/url?sa=t&rct=j&q=&esrc=s&source=web&cd=10&cad=rja&uact=8&ve d=0ahUKEwiBo8DPvITRAhXKMY8KHUHyBuUQFghwMAk&url=http%3A%2F%2Fkaisnet.or .kr%2Fresource%2Fdown%2F10_2_05.pdf&usg=AFQjCNEAEIZJumH9OLZrUMUjyDQ3zvLD dA&sig2=pXY6V1NDoI5P-oeTvNjGOg&bvm=bv.142059868,d.c2I(p.277) 41

Republic of Korea focused to promote the public image through Korean pop culture in building new partnerships and expanding bilateral cooperation across sectors and regions. Purpose of public diplomacy has been embraced as a key tool for boosting Republic of Korea’s national image as a relevant international actor. This politically of public diplomacy has taken the form of outspoken self-branding as a middle power, in general level.64 Republic of Korea attracts the citizens across regions through the promotion of cultural products, which is Korean Wave/Hallyu. Through Korean wave/Hallyu, Republic of Korea can improve the nation branding of the country. The nation branding is a form of doing soft diplomacy that can help build a partnership with other countries. The government of Republic of Korea to build new partnership and evolving the bilateral relations between the countries uses these opportunities.

The emerging pattern of Korean culture diplomacy responds the aim to involved the national branding and nurturing friendly perceptions of Republic of Korea. The aim is not only fully about economic rationale, like boosting exports through the soft marketing in promote Korean goods. Overall the aim to promote Korean culture in the public image is to build a long-term vision of international social capital form that will ideally help to sustain Republic of Korea’s diplomatic and economic networks in the years to come. The collaboration of Ministries of Culture, Sports, and Tourism and Foreign Affairs with some of largest entertainment companies in promote the cultural diplomacy can be successful. The Ministries of Culture, Sports, And Tourism and Foreign Affairs with the largest entertainment companies do doubling exports for video games, TV shows, and music between 1999 until 2012.65 This number shows the significant demand of Korean pop culture and become an evidence for Republic of Korea government in promote its public image. In promote the nation branding become its public image, Republic of Korea not only focusing on economic sectors, but also to keep the Republic of Korea’s diplomatic in the years to come.

64 Faure, Anais.2016.K-Culture Diplomacy: From Sao Paulo to Tehran. Retrieved on December 21, 2016. From thediplomat.com: http://thediplomat.com/2016/05/k-culture-diplomacy-from-sao- paulo-to-tehran/ 65 Ibid (Faure, Anais) 42

Korean Wave/Hallyu increasing the demand of Korean product and impact to the economic sector of Republic of Korea. By times goes by Korean Wave/Hallyu is increasingly popular among the society across region. Republic of Korea government attempted to create a soft marketing strategy by sponsoring the Korean drama through the Korea Foundation for International Culture Exchange (KOFICE).66 Not only Korean drama, since 2002, Republic of Korea government was share K-drama and K-pop as the cultural diplomacy and national branding across region. Through K-drama and K-pop Republic of Korea government cooperate with Korean stars to be an icon of Republic of Korea and become a tourism ambassadors. And in 2009 Republic of Korea government created the Council on Nation branding and adoption the catchy slogan, “Dynamic Korea”. Republic of Korea government did this effort in order to promote its public image around the world.

3.3 National Branding as a Tool to Exercise Republic of Korea’s Cultural Diplomacy

National branding is a term that use by marketing tactics at a public and national level. According to some scholars, The American Marketing Association (2010) defines branding as the systematics identification of a product or service with particular distinction from its competitors. Furthermore, branding represents an image, ideas, values and even personality. According to Kotler, 1991 as cited in Keller, there are two major components study of branding assumes: brand awareness and brand image. In brand awareness, a brand can succeed if it becomes salient and memorable to a level that customers can easily recognize a brand, and recall the brand if and when given its respective category. Brand image, the second component, also works with the human memory, as it is the connection of the brand’s associations, such as image, values, and characteristics, reflected in the consumer memory.67 National branding is the strategies of marketing to promote

66 Ibid (Faure, Anais) 67 Park, ChanMi.2010.South Korean Nation Branding: U.S. Newspaper Media Content Analysis of South Korea’s Image and Reputation.Retrieved on December 22, 2016. From School of Communication American University Washington, D.C.: https://www.google.co.id/url?sa=t&rct=j&q=&esrc=s&source=web&cd=3&cad=rja&uact=8&ved 43 the product or service of the country. The product or services of a country can be overspread to other countries and become an icon of the country. National branding is the term that use by Republic of Korea to promote its public image and cultural diplomacy. Republic of Korea was overspread its product or services in the form of cultural. Korean pop cultural is product and services that popular in the world, many countries that affected the spread of Korean wave/Hallyu. Republic of Korea can use its cultural to improve the public image. Through cultural diplomacy, Republic of Korea can build a positive image to people around the world, in order to easier making relationships.

Brand Box Model explains the difference of place branding and nation branding. There are two people who doing research about Brand Box Model, the name are Niall Caldwell and Joao R. Freire. These two people reveal how individuals evaluate the attractiveness of a country, region, and/or city differently according to the Brand Box Model. Brand Box Model has two subcategories in differentiate the branding: representationality and functionality. According to Caldwell, 2004, Representationality identifies a set of consistent beliefs and meanings associated with purchasing a product or service. Functionality emphasizes the utilitarian needs of the consumer. On this research, Caldwell reveals that overall the representationality evaluated the countries as it has defined with those who traveled there and built a sense of identity for the visitor. Functionality evaluated the regions and cities in terms of the destination characteristics, and its overall experience with respect to trend culture. In considering the research, the branding that associated with the characteristic of place, region and/or nation, have to consider the multiple levels of interaction, as a nation who encompasses and represents the local attractions in its territory will help build and add substance of national image.68 There is a model that recognizes the place branding and nation branding in improving its image, there is Brand Box Model. Brand Box Model consists of two categories in differentiate branding, such as a representationally and

=0ahUKEwiRk4vJ3PrQAhVHs48KHSUgCvwQFggwMAI&url=http%3A%2F%2Fwww.america n.edu%2Fsoc%2Fcommunication%2Fupload%2Fpark2010.pdf&usg=AFQjCNH6l62TQFCUnJd0 OKeXTrtocCtmtQ&sig2=esuS9WDuNqfELUd0ZzvLDA&bvm=bv.142059868,d.c2I(p.9) 68 Ibid (Park, Chan-Mi)(p.14-15) 44 functionality. There are two people who doing research in this model called Niall Caldwell and Joao R. Freire. According to these two people representationally is about people’s trust, assumption and definition about the purchasing of product or services. In this research explain that representionally was assumed by countries as it has explained by people who have closer relationship with related countries, example people who has traveled and create an identity as visitor. While functionality is to underline the requirement of people. In accordance with the research, functionality is explained how the country encourage the characteristic purpose and its experience in respecting the popular culture.

Philip Kotler and David Gertner’s (2002) emphasizes that the relationship the nation’s product or service are related with the nation’s overall image. The country of origin effect is an integral part of the consumer decision making process as it provides customers associative characteristics that build the brand image and connects it back to the country of origin. Nation image helps consumers recall beliefs and claims about the brand using cognitive processing and stereotypes as key modes to understand a nation and make consumer decisions.69 This use of methods will support to associate the nation’s image to the product or service, the best branding of product or services can construct and evolve the national image of nation to consumer. The branding of tourism, exports, culture and heritage can help country to construct and evolve the nation image. For addition, the strategies of marketing, public relations, and advertising will be helpful in increasing the promotion of nation image. In construct and evolve the nation image government need help from public sector. Public sector can make a great and beautiful package to produce and distributed to the consumer.

69 Ibid (Park,Chan-Mi)(p.15)

CHAPTER IV REPUBLIC OF KOREA GOVERNMENT IN PROMOTING AND POPULARIZING THE NATIONAL BRANDING OF REPUBLIC OF KOREA

4.1 Introduction

In the chapter four the writer will explain the act of Republic of Korea government in promoting and popularizing the Korea’s national branding, and directly answering the research question of this research. The research question of this research is how did the government of Republic of Korea promote its national branding through Korean Wave in Indonesia under the administration of Lee Myung-bak. In explaining the topic will supported by three sub chapters, which are the invasion of Korean wave/Hallyu in Republic of Indonesia, the commitment of Lee Myung-bak administration in promoting and popularizing the national branding, and the last, the strategies and implementations of Republic of Korea government. This chapter will help the reader to know the influence of Korean pop culture in Indonesia, commitment of Lee Myung-bak administration to promote and popularize the national branding, also Lee Myung-bak administration’s strategies and implementations to introduce and promote national branding.

Republic of Korea has been successful doing cultural diplomacy in promoting its national branding, Korean pop culture. There is a term for popularity of Korean pop culture is Korean wave/Hallyu. The term of Korean wave/Hallyu has been famous and spread around the world. In 2008, President Republic of Korea Lee Myung-bak vowed to place greater emphasis and resources into the shaping and managing of Republic of Korea’s brand and increasing Korea’s soft power.70 Cultural diplomacy is needed for Republic of Korea to develop an understanding of

70 Cheng, Li-Chih.The Korea Brand: The Cultural Dimension of South Korea’s Branding Project in 2008.Retrieved on December 26, 2016.From US-Korea Institute at Sais: http://uskoreainstitute.org/academics/sais-us-korea-yearbook/2008-yearbook/part-i-south-koreas- foreign-relations/the-korea-brand-the-cultural-dimension-of-south-koreas-branding-project-in- 2008-by-li-chih-cheng/ 46 people about the nation ideals and institution in an effort to build broad support for economic and political goals, especially nation image.

According to Simon Anholt, nation-branding consultant, the nation brand became “a clear and simple measure of a country’s “license to trade” in the global marketplace and the acceptability of its people, hospitality, culture, policies, products and services to the rest of the world. The only sort of government that can afford to ignore the impact of its national reputation [...] its citizens to benefit from the rich influences and opportunities that the rest of the world offers them” (Anholt 2010).71 The successful of nation brand is avowed to compete in international capital, such as tourists, investment, import-export trade, skilled labor and highly educated international students, and the competitiveness of national companies. The success of nation brand will help a country to bring an image of legitimacy and authority in diplomatic arenas.72 According to Simon Anholt, the nation brand of the country became a requirement to trade. Nation brand of country has to get recognition of its people, hospitality, culture, policies, products and services. Nation branding that gets recognition and has been successful can compete in international capital.

4.2 The Commitment of Lee Myung-bak Administration in Promoting and Popularizing the National Branding

Republic of Korea government wants to bring Korea become a global country. After the end of military dictatorship in the 1980s up to now Republic of Korea governments has taken important role to make Korea become global country, to upgrade Republic of Korea’s competitiveness in an era of “boundless

71 Schwak, Juliette.2015.South Korean Nation Branding and the Building of Competitiveness Society Which Pressures, Which Responses?.Retrieved on January 7, 2017.From City University of Hong Kong: https://www.google.co.id/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&uact=8&ved =0ahUKEwj5jeb78a7RAhUIRo8KHc7HAW0QFggZMAA&url=http%3A%2F%2Fwww.taxjustic e.net%2Fwp-content%2Fuploads%2F2015%2F06%2FSchwak-South-Korean-competitiveness- society-article.pdf&usg=AFQjCNFrbyOk-y4Pvyda2LYoWpg2kc- Kgg&bvm=bv.143423383,d.c2I(p.6-7) 72 Internationales, Perspectives.2015.South Korean Nation Branding: Global Recognition as the Final Step in a Successful Capitalist Development.Retrieved on Januari 2, 2017.From Perspectives Internationales: http://perspectivesinternationales.com/?p=1274 47 competition”. Republic of Korea government has created strategy to attain and maintain the national competitiveness. The strategy of Republic of Korea government was implemented through Segyehwa policy of President Kim Young- Sam or the Global Korea policy of Lee Myung-bak, which culminated in the nation branding strategy put in place by Lee Myung-bak from 2008-2013.73 The strategy not only discovering the policy perception to enlarge national company, but also to improve the national branding of Republic of Korea.

National branding of Republic of Korea was reflected the soft power that can increase country’s influence and competitiveness in international community. Republic of Korea is one of country who aggressively improves the national branding in creating the positive image rather than other countries in the recent years. In promoting the national branding Republic of Korea have two main forces. Government of Republic of Korea launched the country’s official nation branding campaign in 2009, which is the first force. The second force is private sectors who popularize Korean pop culture that well known as Korean wave/Hallyu in 1990s.74 Republic of Korea has two main forces, which are Republic of Korea government and private sector, Korean industry. These two forces were focus on promote national branding in order to improve Korean image in the world. These two forces have different techniques in promoting Korean pop culture to the world. Republic of Korea government in promoting the nation branding was launched the country’s official nation branding campaign. The second force is Korean industry; Korean industry has responsibility to promote the national branding through producing the Korean product.

Republic of Korea has two main drivers in increasing the national image abroad. These two main drivers have different approaches and act in promoting

73 Ibid (Schwak, Juliette)(p.1) 74 Kim, Regina.2010.Searchers and Planners: South Korea’s Two Approaches to Nation Branding.Retrieved on December 29, 2016.From the U.S.-Korea Institute at SAIS, US-KOREA 2010 YEARBOOK: https://www.google.co.id/url?sa=t&rct=j&q=&esrc=s&source=web&cd=8&cad=rja&uact=8&ved =0ahUKEwiRk4vJ3PrQAhVHs48KHSUgCvwQFghgMAc&url=http%3A%2F%2Fuskoreainstitut e.org%2Fwp- content%2Fuploads%2F2011%2F05%2FRKim_YB2010.pdf&usg=AFQjCNGHY6Bu0OBr82_- QHedYFrEG1q1Sw&sig2=tgpJpXpMf8Vzw4Yw8sYIeQ&bvm=bv.142059868,d.c2(p.147) 48

Korean pop culture. Two main drivers who improve its national brand are government of Republic of Korea and Republic of Korean entertainment industry. Government of Republic of Korea seeks to design and implement its nation branding projects, in which the plans are initiated and the decisions are made by a council. The plans that made by a council directly continue by Korean organizations in helping to implement the plans.75 There are two drivers in promoting Republic of Korea’s nation brand; there are Republic of Korea government and Korean entertainment industry. Republic of Korea government was made plans and approaches by council. Republic of Korea entertainment industry’s agenda is to push market demand in large numbers. The industry responds and act is to manage the demands of consumers in using Korean pop culture products.

In Lee Myung-bak Liberation Day speech, he declared

“It is extremely important for Koreans to win the respect of the international community. [...] Republic of Korea is one of the most technologically advanced nations. And yet, the first images coming to the minds of foreigners are strikes and street demonstrations. If our nation wants to be “approved” as an advanced country, then it [...] needs to improve its image and its reputation significantly.”76

Following this statement Lee Myung-bak created the Presidential Council on Nation Branding. The Presidential Council on Nation Branding objective was to climb from 33rd to 15th rank in the Anholt-GfK Ropers Nation Brands Index, as early as 2013.77 According to Lee Myung-bak in his speech, Republic of Korea has bad image, when people thought about Korea the first impression that came to the mind are about war, attack, and security threat. This image made Republic of Korea hard to build a relationship with other countries. As the commitment of Lee Myung- bak in promoting Korea’s nation branding, he was created a council. This council have responsibility to manage the promotion of Korea’s nation branding.

75 Ibid (Kim, Regina, p.147) 76 Ibid (Internationales, Perspectives) 77 Ibid (Internationales, Perspectives) 49

President Lee Myung-bak committed and vowed to improve Republic of Korea’s national branding. In his commitment and vow, President Lee Myung-bak established the Presidential Council on Nation Branding (PCNB) on January 22, 2009. In Presidential Council on Nation Branding consist of 47 members (34 appointed members-most of whom are professors or CEOs of Korean companies- and 13 ex-officio members from the government). Also, consist of 34 international advisors that divided into five committees: planning, international cooperation, business and IT, culture and tourism, and global citizenship. In conducting the President Council on Nation Branding Lee Myung-bak pick out Euh Yoon-dae, a former President of Korea University, as its chair. Euh Yoon-dae considered that the nation branding of Republic of Korea has a low ranking in the brand index as “a shame for Koreans”. The low ranking of nation branding of Republic of Korea is because the existing huge gap between the reality in Republic of Korea and its national branding. According to Euh Yoon-dae the existed huge gap has to rectify in improving the positive image.78 President Republic of Korea has vowed to improve Korea’s image in the world.

On August 15, 2008 President Lee Myung-bak in his Liberation Day speech

“The low ranked of Korea’s NBI to the idea of militant unions and violent protest were the very first images that come to foreigners’ mind when people think about Republic of Korea.”79

President Lee Myung-bak want to change the perception of people about Republic of Korea. In trying to change the perception of people, President Lee Myung-bak was establishing a national brand committee. In the early 2009 the national brand committee was established to raise the nation’s brand status to the same level of other advanced countries. According to Blue House officials, the new committee

78 Ibid (Kim, Regina, p.148-149) 79 Cheng, Li-Chih.2008.The Korea Brand: The Cultural Dimension of South Korea’s Branding Project in 2008.Retrieved on January 7, 2017.From SAIS U.S.-KOREA YEARBOOK 2008: https://www.google.co.id/url?sa=t&rct=j&q=&esrc=s&source=web&cd=4&cad=rja&uact=8&ved =0ahUKEwjM8K3NiLDRAhVFRI8KHQe0D4QQFggxMAM&url=http%3A%2F%2Fuskoreainsti tute.org%2Fwp- content%2Fuploads%2F2010%2F02%2FCheng.pdf&usg=AFQjCNH3Yr7rZpC7SCB54o_cx6Ki_ 1Wa_A&bvm=bv.143423383,d.c2I(p.78) 50 will consist of experts in marketing, media, design, culture and arts, and world-class public relations companies would be hired to focus on image promotion. President Lee Myung-bak vowed to pay particular attention to promoting Korean culture, which is not well known relative to its economic development.80 Low rank of Korea’s NBI is show the bad image of Republic of Korea in the eye of the world. Republic of Korea government under the Lee Myung-bak administration was trying to change the perception of people in improving the nation branding. In 2009, President Lee Myung-bak was created a national brand committee to improve the Korea’s nation brand. This committee will take a responsibility to improve Korea’s nation branding through the experts’ skill in marketing, media, design, culture, and the arts, and also the world-class public relations companies that recruited in focusing to improve the nation brand.

Relations between both countries, Republic of Korea and Republic of Indonesia in cultural aspect more closely with the negotiation of Joint Declaration on 2006 through the agreement Cultural Cooperation between Republic of Korea and Republic of Indonesia. On May 2008, both of countries conducted a conference for the establishment of Joint Cultural Commission in Yogyakarta. The result of this conference agreed on the exchange of culture between two countries, including traditional dance, crafts, movies, music to tourism.81 Agreements between both countries facilitate Republic of Korea government in doing exhibition, activity and another event in Indonesia. Republic of Korea government was conducted Korea- Indonesia week since 2009. Korea-Indonesia week is an annual event that was controlled by the embassy of the Republic of Korea in Indonesia. The annual event between two countries can strengthen the relations.

Republic of Korea government through Ministry of Foreign Affairs and Trade (MOFAT) cooperate with Korean Foundation determine in 2010 as a starting point in promote public diplomacy and established Korean Diplomacy Public

80 Ibid Cheng, Li-Chih (p.78) 81 Kameswara, Arya.2016. Pengaruh Soft Diplomacy Dalam Membangun Citra Korea Selatan di Indonesia.Retrieved on January 17, 2017.From Academia.edu: http://www.academia.edu/3383637/PENGARUH_SOFT_DIPLOMACY_DALAM_MEMBANG UN_CITRA_KOREA_SELATAN_DI_INDONESIA(p.54) 51

Forum.82 Republic of Korea government has established Korean forum for people, in establish the forum Republic of Korea assisted by several actors. Actors that assisted Republic of Korea are Ministry of Foreign Affairs and Trade and cooperate with Korean Foundation. This forum can give information about Korean pop culture and also to unite Korean lovers. Through this forum, Republic of Korea can easily to share the information about Korean stars, event that will conduct in Indonesia. Forums about Korea get many followers from Indonesian people. The example forums/community of Korea lovers in Republic of Indonesia are Korean Cultural Center, Forever Dance Center Jakarta, Hansamo, UI Hangugo Dongari, and Kokansa. Korean Cultural Center and Forever Dance Center Jakarta are Korean community that conducted in Jakarta. This community will help Indonesian people to know and learn Korean languange, Korean pop music and choreography. Hansamo is a forum in Bandung that established on September 10th, 2006. In this forum the members can sharing all about Korea. UI Hangugo Dongari is a forum that created by UI college student in 2006. Forum Korea that established by UI college student will learn Korean language and conducted an events about Korea. Other forums is Kokansa, this forum was established in Semarang.

4.3 The Strategies and Implementations of Republic of Korea Government

The President Council on National Branding has a mission in improve national brand of Republic of Korea. The missions are; to educate other countries about Republic of Korea, with the ultimate goal of improving Republic of Korea’s status and image in the world; correcting misperceptions about Republic of Korea; and increasing other people’s respects for Korean individuals and businesses.83 Council hope in the raising of Republic of Korea’s recognition in the world will give the effect to the Korean individuals in getting the respect from foreign people. Besides that, council also hope it can attract people to visit or stay in Republic of Korea, increase the value of Korean products and services. The establishment of

82 Ibid (Kameswara, Arya, p.33) 83 Ibid (Kim, Regina, p.148) 52

President Council on Nation Branding has main functions. Firstly, overseeing and coordinating nation branding projects. Second, implementing nation branding related policies and projects in an effective manner. Third, cooperating with private sector as well as the general public in formulating ideas and executing projects.84 Council that has been established by Lee Myung-bak has responsibility to improve Korea’s image through promoting nation branding. This council has mission and function in improving Korea’s image.

The President Council on National Branding has several main objectives for its nation branding campaign. The main objectives for its nation branding campaign itself consists of 3 parts; first part is to increase Republic of Korea’s commitment and contribution in international community, second is to help Republic of Korea’s responsibility and respectful global citizens, the last is to promote Korean products and services. To actualize the purpose in national branding campaign, President Council on National Branding have several strategies. The Council strategy consists into 4 parts; there are first, it seeks to cooperate closely with the private sector and the general public to carry out its branding efforts. Second, the council creates a master plan and developing Republic of Korea’s own nation-brand index to manage the Korea’s brand power. Third is the council having to adapt its policies to fit the needs of different regions around the world. Fourth, is the council fostering a “common national response” cooperating with private sector and the public to create and maintain the strong momentum behind its nation branding campaign.85 President Council on National Branding has three parts main objectives. These main objectives were used to promote nation-branding campaign. In running smoothly, the main objectives, President Council on Nation Branding made strategies. The council’s strategies consist of 4 parts. In having main objectives and strategies, President Council on Nation Branding can work in appropriate way.

4.3.1 Seeks to Cooperate Closely with the Private Sector and the General Public to Carry Out its Branding Efforts

84 Ibid (Kim, Regina, p.149) 85 Ibid (Kim, Regina, p.149) 53

The popularity of Korean wave is because the intervention from government of Republic of Korea who has closely cooperates with private sector and general public to improve its nation branding. Government of Republic of Korea is cooperated with other organization/actors to maintain Korean pop culture. One of the organizations/actors is Ministry of Tourism, Culture and Sports. Ministry of Tourism, Culture and Sports launched an advisory committee to look for way to sustain Korean wave, promote traditional Korean culture. In 2012 the ministry and governments was built the Korean Culture Promotion Taskforce was initiated with the same goal. The government also prepared the budget around US$ 230 million dollars for the plans 2014 and 2015. Not only Ministry of Tourism, Culture and Sports, Ministry of Foreign Affairs and Trade also taking part to promote Korean movies on international film festivals. Government of Republic of Korea not only promote the Korean wave to the world, but also the Republic of Korea itself, according to the Ministry of Foreign Affairs and Trade website.86 Republic of Korea cooperated with many actors in promoting the Korean pop culture. Ministry of Tourism, Culture and Sports was helping Republic of Korea in maintain the sustainability of Korean wave. Ministry of Tourism, Culture and Sports does not work alone, this ministry has launched an advisory committee to helping maintain the sustainability. Aside from Ministry of Tourism, Culture and Sports, Ministry of Foreign Affairs and Trade also helping in promote Korean Wave. Ministry of Foreign Affairs and Trade is involved in promoting Korean movies in international film festivals. Actors that cooperated with Republic of Korea government are important to promote the Korean Wave/Hallyu. Through many actors of Korean wave/Hallyu can quickly spread in the world.

The Korean Cultural Centre is a physical presence of culture in the whole globe, a window into Korea’s interchangeable network base and also, a showcase of Korean art and culture. In the practices, Republic of Korea established 27 Korean cultural centers, 8 of which are in Europe, in 8 cities – Brussels, Madrid, London,

86 Tuk, William.2014.The Korean Wave: Who Are Behind the Success of Korean Popular Culture?.Retrieved on January 7, 2017.From Leiden University: https://openaccess.leidenuniv.nl/bitstream/handle/1887/20142/hallyu%20version%207.pdf?sequen ce=1(p.24-25) 54

Warsaw, Paris, Budapest, Berlin and Moscow.87 Korean Cultural Centre is organizations that organize, manage, and control the Korean language classes and conducted many activities in attracting people. Korean Cultural Centre has 150 Korean classes language to be organizing, manage and control. The Korean Cultural Centre will conduct the activities in the Centre on every Friday night. These are some activities that conducted by Korean Cultural Centre are open Korean language classes, invite people to watching Korean dramas and Korean movies, Korean cooking classes, and exhibitions. Korean Cultural Centre will invite people to watch Korean movies and Korean dramas in Friday at 8 PM. Korean Cultural Centre will organize Korean cooking classes that conducted in every two weeks, also the cultural workshops, concerts and exhibitions. For the exhibitions was standing in everyday, for people who busy or cannot come in the weekdays, still can visited the exhibitions on Saturday.

Republic of Korea besides established Korean Cultural Centre, the governments also organizing the K-pop World Festival. In organizing K-pop World Festival, Government of Republic of Korea cooperates with Korean Broadcasting System. Korean Broadcasting System is the number 1 TV station in Republic of Korea. Government of Republic of Korea conducts the preliminary contests in sixty regions. In this contests every finalist across the world will be invited and compete in Republic of Korea. Besides the K-pop contest, Republic of Korea also conducts another contest, which is Korean food Festival. In Korean food Festival, the finalist has to make traditional cuisines of Korean. The contests are for international competition among chefs across the world that is interested in Korean cuisine. In cooperate with Korean Broadcasting System, government launch a unique TV program for children’s show. In this TV program the finalist will be the child and here the finalist will answer the questions about Korea. The preliminary contests will be held in 30 countries, same with K-pop World Festival, the finalist will be invited and compete in Republic of Korea.88 Republic of Korea and Korean

87 Ibid (Kim, Chang-Beom) 88 Ibid (Kim, Chang-Beom) 55

Broadcasting System will attract people around the world by conducting several race events, festival, and launch TV program.

Government of Republic of Korea has cooperated with many organizations, such as Korean Culture Centers, Korean Broadcasting Systems, and Korean Foundation. In the cooperation government and organizations, both of them work together to establish national brand/national image. Government of Republic of Korea and organizations try to make an event, program that can attract people around the world. Government also cooperates with actress as the ambassadors of cultural diplomacy in promote Republic of Korea public image. Republic of Korea promote national brand/national image as “dynamic and global” through Korean pop culture to be easier understand by people. Republic of Korea also presents the information in inter-regional cooperation about the development promotion of cultural elements.

4.3.2 The Council Creates a Master Plan and Developing Republic of Korea’s Own Nation-Brand Index to Manage the Korea’s Brand Power

The President Council on Nation Branding not only has a purpose, mission, and create the strategy, but this council also has action plan for its national branding campaign. Presidential council on Nation Branding was made a master plan to proactively manage the Republic of Korean image and perception. The implementation of master plan that Presidential Council on Nation Branding do is an action plan. On March 2009, the council under Lee Myung-bak administration devised the following 10-point action plan for carrying out its campaign. These are the following 10-point action plan:

1. “Shaping the Future with Korea” Republic of Korea help developing countries to achieve economic growth by providing technological and applying Republic of Korea’s development model to the cases. 2. “Campus Asia”. Provide funding or scholarship for international study in Republic of Korea. Encourage exchange university students and talented young professionals between Republic of Korea and others Asian to build a pan-Asian network of future leaders.

3. On May 2009 Republic of Korea launched “World Friends Korea program” as the Korean counterpart of United States Peace Corps. This program Republic of Korea dispatch 3.000 volunteers to go abroad every year. The volunteers will teach everything to people, such as math, sports, IT, methods for improving medical treatment and agricultural productivity. Emphasis on practice is placed on personal interaction between the volunteers and the locals, in line with the Republic of Korea government’s belief that developing such trust and cooperation on an individual level can be more effective and sustainable than simply donating money to the countries. 4. “Global Korean Network.” Create a single network to connect all Korean living overseas and use them as a resource for promoting Republic of Korea abroad. 5. Promote aspects of Korean culture such as Korean cuisine, language, and taekwondo, and also develop Republic of Korea’s tourism industry. 6. “Global Citizenship.” Help Republic of Korea become global citizens by conducting TV campaign to encourage Korean in treating foreigners better and improve the etiquette (whether in Republic of Korea, abroad, or on the internet). 7. Promoting Republic of Korea’s technological achievements and high quality products abroad and more closely associate Korea’s successful corporate brands as Samsung, Hyundai, and LG with Korea’s national brand. However, this project has faced into some difficulties, since many famous Korean conglomerates are reluctant to acknowledge the brands as Korean product because the “Korea Discount” which mean the cheaper value that given to Korean products because of the lower prestige that Korean conglomerates are perceived to have. The aim of Republic of Korea government is to help turn “Korea discount” become “Korea premium.” 8. Help to increasing number of foreigners and multicultural families to better assimilate into Korean society by providing economic and other types of assistance, including better health care and education.

9. Promote online communication and information between Republic of Korea’s people and foreigners to improve cross cultural awareness and understanding. 10. Periodically assess the campaign’s progress and evaluate Republic of Korea’s national brand power.89

The President Council of Nation Branding planners approach cannot directly determine to be successful. It needs time to consider whether this approach has been successful yet or not. The 10-point action plan needs at least another year or two before PCNB can confidently determine to what extend the campaign has enhanced Korea’s nation brand. However, there are several signs that show the rising impact towards Korea’s nation brand. For example, in 2008 Republic of Korea was ranked thirty-third in Anholt GfK Roper Nation Brands, this ranked jump to thirty-first in 2010.

4.3.3 The Council Having to Adapt its Policies to Fit the Needs of Different Regions Around the World.

The Presidential Council on Nation Branding under the administration of Lee Myung-bak was made main policy which adapt to fit the needs of different regions. The main policy was called “For a Global Korea”. This policy can improve the country’s image through the promoting of nation branding. In promoting the nation branding, Republic of Korea can easily involved in international affairs.90 Policy that made by Presidential Council on Nation Branding its to fit the needs of different regions. Global Korea policy was made by Presidential Council on Nation Branding is to bring Republic of Korea become a popular country with the good image/perceptions. The good image/perceptions of the country will attract people

89 Ibid (Kim, Regina, p.150-151) 90 Kim, Hwajung.2012.The Importance of Nation Brand.From http://www.culturaldiplomacy.org/pdf/case- studies/Hwajung_Kim_The_Importance_of_Nation_Brand.pdf 58 to come to Republic of Korea. People in different regions also want to learn and know Republic of Korea.

Through this policy, the council try to implement its policy to many countries and get the responds. Indonesia has give a good responds, because Korean wave is acceptable. Many people in Indonesia get the impact of Korean wave, including the style, habit, desire to have Korea’s stuff. Not only the people who get the impact of Korean wave, but also the industry company. Industry in Indonesia try to produce a similar things with Korea stuff to compete with Korean stuff and get many demand of local product. More over local product of Indonesia can compete with other regions.

4.3.4 The Council Fostering a “Common National Response” Cooperating with Private Sector and the Public to Create and Maintain the Strong Momentum Behind its Nation Branding Campaign.

Republic of Korea cooperates with Korean Foundation and make video contest about “I Love Korea”. The video contest was conduct in last year, there are 1.400 self-made video that join video contests, and each video duration is three minutes. The video is about people personal stories and views about Korea, how people feel when visited Republic of Korea, how people feel when heard about Korea. The video contests with theme “I Love Korea” were selected and distributed by SNS. Video contests can be a tool in spreading public image to people/community around the world. The video can inspire people/community around the world about information of Republic of Korea.

Republic of Korea also cooperate with Korean entertainment industry to make an interesting K-dramas/K-movies, and K-pop. The interesting packaging of Korean wave make people aware and know deeper about Korean culture. K- dramas/K-movies that made by private sector can change the perceptions of Korea’s bad image. And K-pop also can attract people in other countries, with the uniqe style, genre and culture. Boybands/girlbands of Korea very popular in many countries, the style of korean stars has been followed by several countries.

Indonesia is one of country who get the impac of K-pop, the style of boybands/girlbands.

4.4 The Invasion of Korean Wave in Republic of Indonesia

Invasion is the power that country have to dominate other countries. In dominating others area, a country can be dominant actors. Invasion can lead to war and also can be a strategy to solve the war.91 In international relations a term of invasion is a military attack. Invasion give a big impact to other countries. In this research I use a term of invasion because korean wave is a big attack for Republic of Indonesia. Korean wave product can popular/booming in Republic of Indonesia.

Korean wave/Hallyu was spread to many countries in the world. Korean wave/Hallyu was started to spread firstly through Korean drama, and followed by Korean pop (henceforth referred to K-pop). Korean wave/Hallyu can bring a positive public image of Republic of Korea, its help the country to easily making relationships with others country. At the beginning, Korean wave was introduced Republic of Indonesia by Korean drama. The first Korean dramas that entered to Indonesia were Endless Love and Winter Sonata. Korean dramas were entered Indonesia in the beginning of 2000s, after Japanese and Taiwanese dramas.92 Besides Korean dramas, Republic of Korea cooperate will company about entertain to create reality shows. Korean variety shows can attract Indonesian people and being loved by Indonesian people such as We Got Married, Running Man, Dream Team, and Happy Together. After Korean dramas, Republic of Korea introduce K- pop, Indonesian people started to love and idolize boy bands, girl bands, and solo singers from Republic of Korea until now. The skills of Korean stars are very

91 2011.II. Tinjauan Pustaka 2.1 Pengertian-Pengertian.from Unila: https://www.google.co.id/url?sa=t&rct=j&q=&esrc=s&source=web&cd=8&cad=rja&uact=8&ved =0ahUKEwiCx9K1tpPSAhXLO48KHSI0ARUQFghJMAc&url=http%3A%2F%2Fdigilib.unila.ac .id%2F3572%2F14%2FBAB%2520II.pdf&usg=AFQjCNEN- sDovV5Abc3GmowZZa5drV2YtQ&sig2=pjbtEy273FJJlH- FepVY3A&bvm=bv.147134024,d.c2I(p.4) 92 Ramadhani, Kurnia, Kinanthi Estu Linadi.2012.Korean Wave and Potential Impacts on Indonesian Adolescents and Other ASEAN Countries.Retrieved on December 26, 2016.From Student of Master of Health Promotion, Diponegoro University: http://aasic.org/proc/aasic/article/view/94/93(p.2) 60 excellent, such as the vocal abilities, dazzling stage presence and well- choreographed, impeccable dance performances among other things. Skills of Korean stars establish the popularity of K-pop. Korean stars look comfortable and charismatic when on the stage; the performance of Korean stars is the result of many years hard work rather than any inborn talent.93 Boy bands and girls band that very famous in Indonesia society, such as Super Junior, SHINee, 2 PM, Big Bang, 2AM, JYJ, and 2NE1.

Korean wave/Hallyu can anesthetize Indonesian people to learn deeper about Korean language and Korean culture. Republic of Korea can spread Korean culture, Korean style through K-dramas and K-pop. K-dramas and K-pop give influence to industry of entertainment in Republic of Indonesia. Korean drama is the first Korean product that can enter and dominate the Indonesian market. Korean drama consists of 16-20 episodes, with high quality package. Korean drama can bring feeling of audience to entering into the drama. The power of Korean drama can influence teenagers to know and learn Korean culture, basically fashion.94 The entering term of “Hallyu fever” In Republic of Indonesia emerge several group bands that similar with K-pop, including the style, genre music, dance, etc. Indonesian people also admire boy bands and girl bands from Indonesia, which have same concept with Korean group bands. Korean wave/Hallyu also give influence to the demand of Korean product, like food, electronic, music, film, fashion, trends make up even plastic surgery.

Food as a representative of the country that can be used to communicate ideas, values, identities and attitudes. The differences of social standings cannot be

93 Hallyu (Korean Wave).Retrieved on December 27, 2016.From Korea.net: http://www.korea.net/AboutKorea/Culture-and-the-Arts/Hallyu 94 Astuti, Hani, Sumartono.Terpaan Drama Korea dan Perilaku Fashion di Kalangan Mahasiswi Fikom Ubhara Jaya. Universitas Esa Unggul & Universitas Bahayangkara Jaya Retrieved on November 18, 2016 from https://www.google.co.id/url?sa=t&rct=j&q=&esrc=s&source=web&cd=14&cad=rja&uact=8&ve d=0ahUKEwjQ6vXN77HQAhVBgI8KHax- Cdw4ChAWCCwwAw&url=http%3A%2F%2Fdownload.portalgaruda.org%2Farticle.php%3Farti cle%3D314621%26val%3D4568%26title%3DTerpaan%2520Drama%2520Korea%2520Dan%25 20Perilaku%2520Fashion%2520Di%2520Kalangan%2520Mahasiswi%2520Fikom%2520Ubhara %2520Jaya&usg=AFQjCNFyMaR63N9z5KA61gPR5UZvt2zi7w&sig2=hKpuoYLV1m7Tp_KTn xy2eA&bvm=bv.139250283,d.c2I(p.80-82) 61 expressed only through quantities and varieties of served food at the tables but also through the styles of serving and cooking. Food can be a tool of country to promote the culture. Through food, country can build positive image, globalize food industries, attract foreign tourists, and build relations with foreign publics. Food is illustrated the relationship between the nation images and consumer behavior. According to Kotler and Gertner (2002) stated “a country’s image can lend a positive reputation to a whole category of products”.95 Food is one of characteristic of the country and can be an icon of country. Food can attract the interest of people to curious about the country.

Republic of Korea has been successful to promote kimchi, the fermented vegetable to the world and UNESCO’s Intangible Cultural Heritage list (Pham, 2013). Government of Republic of Korea established the Hansik Development Globalization Agency with the budget $77 million for the campaign. The purposes of the country are quadrupling the number of Korean restaurants in the world, making Korean food become the top five favorite ethnic cuisines, expanding Korean food industry, and establish Korean culinary courses.96 Korean restaurants have spread to many countries; one of the countries is Indonesia. In Republic of Indonesia, there are many Korean restaurants, such as Mujigae, Mr. Park, Han Gang, Samwon House, and Daebak. Many Indonesian people try Korean food and loved this food. Not only the spread of Korean restaurants, also the increasing demand of Korean food.

Korean electronic is famous in Republic of Indonesia, many Indonesian people use Korean electronic product. One of Korean electronic product that famous in Indonesia is smartphone. Samsung is the maker of smartphone that famous in the world, so it is understandable that it is angling to become a major

95 Zhang, Juyan.2015.The Foods of the Worlds: Mapping and Comparing Contemporary Gastrodiplomacy Campaigns.Retrieved on December 28, 2016.From International Journal of Communication, University of Texas at San Antonio: https://www.google.co.id/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&uact=8&ved =0ahUKEwjgvc_Y2pXRAhVMPY8KHUvAAaYQFggcMAA&url=http%3A%2F%2Fijoc.org%2 Findex.php%2Fijoc%2Farticle%2FviewFile%2F2847%2F1316&usg=AFQjCNHhXyZku5ll9zb_L xPQAhBYnvkajQ&bvm=bv.142059868,d.c2I(p.1-3) 96 Ibid (Zhang, Juyan)(p.3-4)

62 player in mobile gaming. In the promotion, Samsung use group bands of Republic of Korea, 2NE1. From the beginning of Korean wave/Hallyu, Samsung has seen as an important vehicle. Samsung also get support from the government to produce the product. The government encouraged to focus on technology, to emphasize the quality and innovation.97 Companies of Samsung have been successful to promote this smartphone. In Republic of Indonesia, Samsung become a major smartphone, many Indonesian people know Samsung. The demand of Samsung is become high and generates one-fifth of the country’s GDP.

The popularity of Korean pop culture cans increasingly the bilateral relations between Republic of Korea and Republic of Indonesia. In doing bilateral relations both of countries will cooperate in political, security, economy, trade and socio-culture aspects.98 Korean pop culture has been famous in Indonesia society. Government of Republic of Korea was established the Korean Cultural Center in the city of Republic of Indonesia which is Jakarta. The popularity of Korean wave in Indonesia affected the emerging exhibition about “Korea”. The exhibition about “Korea” was conducted since 2009 until 2011; there is “Korea-Indonesia Week”. “Korea-Indonesia Week” was established by embassy of Republic of Korea in Indonesia. Through the exhibition, it will strengthen the bilateral relations in socio- culture aspect.

The increased interest in Korean films among Korean filmgoers has recently produced some mega box-office hits. The Thieves, for instance, attracted 12.98 million viewers only in Korea, and was sold to eight Asian countries, which are Singapore, Malaysia, Brunei, and Indonesia. Several other films also attracted more than ten million viewers including Masquerade (2012), Silmido (2003) Taegukgi (2004), The King and the Clown (2005), The Host (2006) and Haeundae (2009).99

97 Parker, Derek.2015.The Korean Invasion.Retrieved on December 27, 2016.From The American Interest: http://www.the-american-interest.com/2015/02/09/the-korean-invasion/ 98 Kameswara, Arya.Pengaruh Soft Diplomacy Dalam Membangun Citra Korea Selatan di Indonesia.Retrieved on Januari 7,2017.From academia.edu: http://www.academia.edu/3383637/PENGARUH_SOFT_DIPLOMACY_DALAM_MEMBANG UN_CITRA_KOREA_SELATAN_DI_INDONESIA(p.3) 99 Hallyu (Korean Wave).Retrieved on January 17, 2017.From Korea.net: http://www.korea.net/AboutKorea/Culture-and-the-Arts/Hallyu 63

Many Korean and foreign people that interest with Korean dramas or Korean movies. This high number of audiences was made Republic of Korea to launch Korean dramas or Korean movies in mega box-office. This condition was surprisingly, for example The Thieves has reached 12.98 million only audiences in Korea, and it was sold to other countries, such as Singapore, Malaysia, Brunei, and Indonesia.

The meteoric rise of Korean television series (commonly called “dramas”) for viewers as a globally appreciated form of entertainment seems like the perfect ending to the unlikeliest of scripts. After winning over Asian viewers in the recent years, Korean soap operas now seem to be on the verge of a worldwide breakthrough, enjoying a rapidly widening fan base that includes more and more Americans and Europeans. Having played an instrumental role in producing Hallyu stars with far-reaching power, Korean dramas has gained tremendous popularity. The recent TV series My Love from the Star demonstrated the strong presence of Korean dramas and how fast the popularity can spread, thanks to the recent developments of the Internet and growth of social networking sites.100 Korean dramas/Korean movies were popular in several countries in the world. Korean dramas/Korean movies have many viewers in many countries, including Malaysia, Indonesia, Singapore, and other countries. Korean dramas/Korean movies also get many ratings from the viewers rather than other dramas or movies from other countries. There are twelve top Korean dramas that attract many viewers, including Jewel in the Palace (2003-2004); Winter Sonata (2002); Autumn in My Heart (2000); My Lovely Samsoon (2005); Jumong (2006-2007); Coffee Prince (2007); Full House (2004); Boys Over Flowers (2009); Iris (2009); Secret Garden (2010- 2011); The Heirs (2013); My Love from the Star (2013-2014).

100 Korean Culture and Information Service.2015.Korean Culture No.3, K-Drama, A New TV Genre with Global Appeal.Retrieved on January 17, 2017.From Korean Culture and Information Service, Ministry of Culture Sports and Tourism: https://www.google.co.id/url?sa=t&rct=j&q=&esrc=s&source=web&cd=2&cad=rja&uact=8&ved =0ahUKEwi_ip_igcnRAhUKLI8KHa8MB1EQFggfMAE&url=http%3A%2F%2Fwww.korea.net %2Fkoreanet%2FfileDownload%3FfileUrl%3Dpdfdata%2F2016%2F04%2FK- Drama2015_en_0426.pdf&usg=AFQjCNFnhqoiXjrHGad-WL3vEmxEhTgDOg&sig2=g- BH_xGnln13mgdlMZpN7g&bvm=bv.144224172,d.c2I(p.10,28-29) 64

2008 2009 2010 2011 2012 2013

Number of 9.183 10.636 9.983 11.148 18.700 18.398 Tourists

Growth +15.5% +15.8% -6.1% +11.7% +67.7% -1.6%

Picture 3. Table number of Indonesian tourists visited Republic of Korea in 2008-2013.101

This table is showing the number of Indonesian tourist who visited Republic of Korea from 2008 until 2013. The number of Indonesian tourists almost increases every year; only in 2010 and 2013 the number of Indonesian tourists was decrease. The number of Indonesian tourists in 2008 increases 15.5% with the number of 9.183 people. In 2009 the number of Indonesian tourist also increase 15.8% with the number of 10.636 people. In 2010, Indonesian tourists who visited Republic of Korea was decrease 6.1% with the number of 9.983 people. Indonesian tourists who visited Republic of Korea in 2011 was increase 11.7% with the number of 11.148 people. In 2012 the number of Indonesian tourists was 18.700 people, which is increase 67.7%. And in 2013, the number of Indonesian tourist was decrease again 1.6% with the number of 18.398 people. There is no significant decreasing number of Indonesian tourists since Lee Myung-bak administration. This situation is a usual thing that can occur in country.

101 (Accessed on January 17, 2017) From Korea Tourism Organization: https://kto.visitkorea.or.kr/eng/tourismStatics/keyFacts/KoreaMonthlyStatistics/eng/inout/inout.kto 65

Month / 2008 2009 2010 2011 2012 2013 Year January February March B2ST KBS Music Bank Concert World Tour April Super Eru Concert Junior Concert May New Breed Tour–Jay Park June Wonder Fantastic XIA The Super Show 5 Girls K-pop and 1st Asia Super Junior Kimchi Tour World Tour and concert Concert 1st World Tour G- Dragon ‘One of a Kind’ July Big Bang Concert August Infinite 1st World Tour ‘One Great Step’ September SMTown Girls Generation Live World World Tour Girls Tour III & Peace October Korean- Big Bang CNBlue Blue Indonesi Alive Moon World Tour a Week - Galaxy and Sungha Jung SHINee Tour Indonesia Tour November Hands Up Wonder Tour World Concert December Rain 2PM Concert Concert

Picture 4. The table of K-pop concerts in Indonesia from 2008-2013

There are many K-pop concerts that held in Indonesia, every year the number of K-pop concerts was increase this show the development of Korean wave/Hallyu can attract Indonesian people to love the Korean pop culture. On July 2008, there one K-pop concert that held in Republic of Indonesia is Big Bang concert. In 2009 also one K-pop concert that held in Republic of Indonesia, there is Rain Concert on December. In 2010, the K-pop concert was increase and held on June and October. On June, the K-pop concert were Wonder Girls and On October was Korean-Indonesia Week – SHINee. In 2011, there are three K-pop concerts that held on June was Fantastic K-pop and Kimchi concert, also on November Hands Up Tour Concert. In 2012 the concert of K-pop was increase, such as on March was B2ST Concert; on April was Super Junior Concert; on May was New Breed Tour–Jay Park; on June was XIA The 1st Asia Tour Concert; on September was SMTown Live World Tour III; on October was Big Bang Alive Galaxy Tour; on November was Wonder World; and the last on December was 2PM Concert. In 2013 also many K-pop concerts that held in Republic in Indonesia, including on March was KBS Music Bank World Tour; on April was Eru Concert; on June there are two K-pop concerts which are Super Show 5 Super Junior World Tour and 1st World Tour G-Dragon ‘One of a Kind’; on August was Infinite 1st World Tour ‘One Great Step’; on September was Girls Generation World Tour Girls & Peace; on October also there are two K-pop concerts, CNBlue Blue Moon World Tour and Sungha Jung Indonesia Tour.

4.4.1 The Republic of Korea invasion in 2008

On July 2008, the concert that held is BigBang concert. The concert of Bigbang in 2008 use the single of Stand Up with the title of Haru Haru. Name boyband of BigBang was officials on 19th August 2006, with five members. The name of BigBang members are G-Dragon, T.O.P, Taeyang, Daesung, and Seungri. This boyband ever get ‘Song of the Year’ awards in Mnet Korean Music Festival 2007 and 2008.102 BigBang has been successfull in Republic of Korea, and then this

102 Yeinjee.2008.Mnet KM Music Festival 2008. 67 group try to performed in Japan. In Japan this boyband also successfull, so they try to other countries and Indonesia is one of country who get the impact of it.

4.4.2 The Republic of Korea’s invasion in 2009

Rain Concert was conducted in 4th december 2009, one day before conducted a concert there was press conference for the Rain concert. The press conference for Rain concert was held on Ritz Carlton Hotel, Mega Kuningan. Rain is not only a solois singer, he also an actor in film and before become a solois Rain ever join in a group name JYP. Even Rain not join again with JYP, but the relationship between JYP and Rain was going well. In the press conference Rain get many questions, which are the comment about Ninja Assassin get in to Box Office, his comment about JYP, conscription, and others.103 2PM Concert was held again in December 2012, before this concert 2Pm has been conducted a concert in Republic of Indonesia. 2PM was conducted a concert on 8th December 2012, this concert titled 2PM Global Tour 2012 in Meis, Ancol, Jakarta.

4.4.3 The Republic of Korea’s invasion in 2010

On June 2010 there was Wonder Girls concert, the concert was held on 19th June. Wonder Girls consist of five members, such as Sunye (Sun), Ye-eun (Yenny), Sohee, Yoobin, and Hye-rim (Lim). Wonder Girls is one of girlband who can attract and well known in United States. Nobody is popular single of Wonder Girls, this single become a phenomenon in Youtube and reach 11 billion viewer. In Republic of Indonesia Wonder Girls has social event in Yayasan Panti Asuhan Sayap Ibu in Barito-Kebayoran Baru.104

On October 2010 Korean-Indonesia Week – SHINee was held a concert in Republic of Indonesia. On this concert not all of members were performed becuse there were 2 members who get a problem. The 2 members are Jonghyun and Key, both of them got hurt and have to take a rest. At the last, SHINee still performed

103 Annanuna.2009.Rain, Welcome To Indonesia.From koreanindo.net 104 Wally, Freddy.2010.Wonder Girls Siap Guncang Jakarta Malam ini. From http://life.viva.co.id/news/read/158871-wonder-girls-siap-guncang-jakarta-malam-ini 68 with members, which are Minho, Taemin and Onew.105 SHINee have several song that famous until nowadays, such as Noona Neomu Yeppeo (2008), Ring Ding Dong (2009), Lucifer (2010), Everybody (2013).

4.4.4 The Republic of Korea’s invasion in 2011

Along 2011 there were three K-pop concert that held in Republic of Indonesia. On June 2011 there were 2 concerts that conducted in Republic of Indonesia, Fantastic K-pop and Kimchi concert. Fantastic K-pop was held on 18 June 2011 in Istora Senayan, Jakarta. Fantastic K-pop has showed many Korean stars, like 2AM, Miss A, Joo, San E, Lee Hyun, and Kim Hyung Joon. Kimchi concert was conducted on 4th June 2011, with the popular line-up of Korean stars. Kimchi is Korean Idol Music Concert Hosted in Indonesia.106

Hands Up Tour Concert was occured on 11th November 2011 in JITEC, Mangga dua Square, Jakarta. Concert that held at that time using the concept of glow in the dark and laser show. The members of 2PM are, Ok Taec-yeon, Nichkhun, Lee Junho, Jang Wooyoung, Jun. K, and Hwang Chan-sung. In this concert, 2PM was performed in a group and solois. Lee Junho and Jang Wooyoung was performed a song of By My Side, while Hwang Chan-sung was song Revenger. Ok Taec-yeon also featuring with Nichkhun to performed a song My Valentine and Jun K performed his solois with a song Alive.107

4.4.5 The Republic of Korea’s invasion in 2012

In 2012 the number of K-pop concerts that held in Republic of Indonesia was increase. B2ST Concert was conducted in Republic of Indonesia on March 2012. B2ST has been succesfull in conducting the concert, many Indonesian people

105 2010.SHINee’s Jonghyun and Key Injured During Indonesia Trip.From http://www.allkpop.com/article/2010/10/shinees-jonghyun-and-key-injured-during-indonesia-trip 106 Marinescu, Valentina.2014.The Global Impact of South Korean Popular Culture: Hallyu Unbound.From https://books.google.co.id/books?id=aXutBAAAQBAJ&pg=PA29&lpg=PA29&dq=fantastic+kpo p+dan+kimchi+concert+2012&source=bl&ots=PY5JIuK3cI&sig=nOTMxsJW9bd_48Ugg5sxZCd iV6M&hl=id&sa=X&ved=0ahUKEwjtp_b9xsPSAhVLpY8KHRX8DeEQ6AEIJDAB#v=onepage &q=fantastic%20kpop%20dan%20kimchi%20concert%202012&f=false 107 Kidihae.2011.2PM Sukses Menggelar Konser Pertama Mereka + Jadwal Terbaru “Hands Up Asia Tour.From Koreaindo.net 69 feel amused in the World Tour concert that conduct by B2ST. Many Indonesian people who willing to queuing the ticket of the concert. Before came to Republic of Indonesia B2ST has been came to Seoul, Berlin, Shanghai and Singapura. B2ST was consist of 6 members, which are Yoon Doo-joon, Jang Hyun-seung, Yong Jun- hyung, Yang Yo-seob, Lee Gi-kwang, and Son Dong-woon. Breath and Shock are the popular song of this group.108

Super Junior Concert was conducted in 27th-29th April 2012 in Republic of Indonesia. This concert that conducted for 3 days in Mata Elang International Stadium have been collect 25.000 fans. The ticket of Super Junior concert has been sold out in 7th April. In selling the ticket of Super Junior concert causes some problem, such as causing traffic problems, and there are several people who fainting. The popular song of Super Junior in this concert are Sorry Sorry, Bonamana, and Mr. Simple. 109

On May 2012 there was a K-pop concert, New Breed Tour–Jay Park. Jay Park is a star that come from Repeublic of Korea and well-known in Asia. Jay Park has collaboration with many others Korean stars and other country stars, like Justin Bieber to attract people. Jay Park has concerts and events in other countries, like Jay Park has successfully wraps up in United States tour, Jay Park doing Asia concert tour, Jay Park celebrates kiss day with a big kiss in the lips, Jay Park holds a photo exhibition to help African children.110

Kimchi concert was collaboration with many Korean stars such as The Boss, X-5, Girls Day, Park Jung Min, and Super Junior. In the next year and same month, June 2012 XIA The 1st Asia Tour Concert conducted in JITEC Mangga Dua Square. This concert was succesfull in showing the popular single namely Tarantallegra. The songs of this single that Junsu showed in this concert, are

108 Kidihae.2012.Full Report 18.03.2012-Beast “Beautiful Show” In Indonesia.From Koreaindo.net: https://koreanindo.net/2012/03/18/full-report-18-03-2012-beast-beautiful-show-in- indonesia/ 109 Geevy.2012.Super Junior Sukses Menggelar Konser Super Show 4 Di Jakarta. From Koreaindo.net: https://koreanindo.net/2012/04/30/super-junior-sukses-menggelar-konser-super- show-4-di-jakarta/ 110 2012.Daily K-pop News.From http://www.dkpopnews.net/search/label/jay%20park?updated- max=2012-08-26T19:40:00-07:00&max-results=20&start=20&by-date=false 70

Breath, No Gain, Lullaby, Intoxicaion, Set Me Free, You’re So Beautiful, and many others song. Junsu also like to come to Indonesia and he wants to come and conduct a concert again. 111

22 September 2012 was a date of SMTown Live World Tour III in Republic of Indonesia, stadion Gelora Bung Karno. Many Korean stars who performed in this concert, such as Kangta, BoA, TVXQ, Super Junior and Super Junior-M, Girls Generation, SHINee, f(x), and Exo. Many mass media who involved in this concert, there are 93 mass media, like RCTI, Silet and Plus Asia in the conference pers. This concert lasted for 4 hours, and going very festive. The people was shouting and singing with joy and cheerfulness show by holding the light stick as color and placards with pictures of his idol star.112

There were another concert that conduct on October 2012, Big Bang Alive Galaxy Tour. Concert BigBang Alive Galaxy Tour was conducted in Jakarta MEIS Ancol, 12th-13th October 2012. In this concert BigBang was sing several song, such as Tonight, Hands Up, Fantastic Baby, Boom Shaka Laka, How Gee and Stupid Liar. In this concert the members of BigBang not only showed in group but showed in Solo singers. This concert has been very lively, BigBang has attract many people with the group and solo perfomance.113

Wonder World was conducted a concert on Saturday 3rd November 2012. The Wonder World concert was conducted in Tennis Indoor, Senanyan, Jakarta, Indonesia. The personils of Wonder Girls consists of 6 personils, they are Sohee, Ye Eun, Yubin, Sun Mi, Hyuna, Sun Ye. Before held a concert in Republic of Indonesia Wonder girls have started the Wonder World tour in Singapore. In this concert Wonder girls has sing a song of No Body, DJ is Mine, Be My Baby, Like This, and also the lastest song collaboration with Akon, with the song of Money.114

111 Heera.2012.(Liputan) XIA Junsu – “1st Asia Tour In Jakarta”. From https://koreanindo.net/2012/06/17/liputan-xia-junsu-1st-asia-tour-in-jakarta/ 112 2012.Konser K-pop Tersebut Menjadi Yang Terbesar, Meskipun Baru Pertama Kalinya SMTOWN Live Mengunjungi Indonesia. From beritasatu.com 113 Lollichocho.2012.Liputan BigBang Alive Tour 2012 In Jakarta, Indonesia (12 Okt 2012). From Koreaindo.net 114 Kpopnesia.2012.(Upcoming Concert) Wonder Girls Wonder World Tour In Jakarta, Indonesia.From Kpopnesia 71

4.4.6 The Republic of Korea’s invasion in 2013

KBS Music Bank World Tour was conducted on 9th March 2013. KBS is a television stations that broadcast music program. KBS was conducted a concert and will showed the Korean stars and Indonesian stars. This concert will livened by 8 Korean stars/singers, including Eru, SISTAR, Teen Top, 2PM, BEAST, SHINee, Infinite and Super junior.115 Both of this concert was conducted on March with the different year.

Eru concert was conducted on 20th April 2013 in Lapangan D Senayan, Jakarta Pusat. In Republic of Indonesia, Eru was well known as a Prince of Ballad. The popular song of this korean star are I Hate You and Black Glasses besides sing his single, Eru also sing another song, like BigBang song, 2NE1, Super Junior, Rain and Psy.116 Eru can easily attract Indonesian people with the skill that he has. Eru has a skill to sing a song in fast tempo and slow tempo.

In this month on 2013 there were 2 K-pop concerts are Super Show 5-Super Junior World Tour and 1st World Tour G-Dragon ‘One of a Kind’. Super Show 5- Super Junior World Tour in Jakarta, this concert occured in Meis, Ancol. This concert was going in 2 days, 1st-2nd June 2013. In this concert Super junior sing many songs, such as A-Cha; Mr. Simple; Bonamana; Super Girl; It’s You; Sexy, Free and Single; Boom Boom; and Club No 1. The members of Super Junior, such as Cho Kyuhyun, Lee Donghae, Choi Siwon, Kim Heechul, Leeteuk, Yesung, Eunhyuk, and Kim Ryeowook.117 In this concert the Korean stars has been performed in group and also solo. The succesfull of BigBang concert causes the conducted of G-Dragon concert in Republic of Indonesia. G-Dragon concert was held on Saturday and Sunday, 15th-16th June 2013 in Mata Elang International

115 Detikhot.2013.Promotor: Bigbang Tak Ada dalam Daftar Artis Music Bank Jakarta.From detik.com: http://hot.detik.com/kpop/2133911/promotor-bigbang-tak-ada-dalam-daftar-artis- music-bank-jakarta/1180 116 Maulanaiqbals.2013.(Report) Eru 1st Concert, Bukti Kesuksesan Eru di Indonesia. From Koreanwaveindo.com: https://koreanwaveindo.com/2013/04/23/report-eru-1st-concert-bukti- kesuksesan-eru-di-indonesia/ 117 Tiarakim.2013.(Liputan) Kesuksesan “Super Junior Show 5 Live In Jakarta”, Hari Pertama.From https://koreanindo.net/2013/06/02/liputan-kesuksesan-super-junior-show-5-live-in- jakarta-hari-pertama/ 72

Stadium (Meis) Ancol. G-Dragon concert is one of the largest K-pop solo concert in Republic of Indonesia. G-dragon is the best Korean solois who have many talents, such as famous composer, lyricist, producer, also the style in music and fashion. On this concert G-Dragon has collaboration with famous choreographer Travis Payne and creatif directur Stacy Walker. The popular song of G-Dragon are, Michi GO, Heartbreaker, One Of A Kind, Missing You, My Boy, She’s Gone.118 The most of K-pop concerts were conducted in this month. There are six concerts that occured in June.

Infinite 1st World Tour ‘One Great Step’ was conducted in Republic of Indonesia on 31st August 2013. This is the first time for infinite to has concert in Republic of Indonesia. Infinite is a group of Korean stars that famous in K-pop, there were seven members of this group. The members name are, Sung Kyu, DongWoo, WooHyun, Hoya, SungYeol, L and SungJong. Infinite firstly debut as K-pop boyband on June 2010 with the first single of First Invasion.119 Infinite has many fans in Republic of Indonesia. This boyband has successfully attract Indonesian people.

On September 2013 the K-pop concert that held in Republic of Indonesia is Girls Generation World Tour Girls & Peace. Girls Generation World Tour Girls and Peace is the first concert tour that conducted in Republic of Indonesia. In Republic of Indonesia this concert was held in 2 days, 14th September-15th September 2013. The members of Girls Generation are Taeyeon, Sunny, Tiffany, Hyoyeon, Yuri, Sooyoung, Yoona, and Seohyun.120 Girls Generation has many fans around the world, especially in Republic of Indonesia. Many teenangers who interested with this girlband.

118 Maulanaiqbals.2013.(Press Release) “1st World Tour 2013 G-Dragon-One Of A Kind” Konser Solo Kpop Terbesar di Indonesia.From https://koreanwaveindo.com/2013/06/14/press-release-1st- world-tour-2013-g-dragon-one-of-a-kind-konser-solo-kpop-terbesar-di-indonesia/ 119 Happinessdelight.2013.31 Agustus ’13-2013 Infinite 1ST World Tour ‘One Great Step’ In Jakarta. From Koreaindo.net 120 2013 Girls’ Generation World Tour: Girls & Peace. From http://book-of-indonesian- encyclopedia-q.stt-dutabangsa.ac.id/en3/2872-2739/2013-Girls-Generation-World-Tour-Girls- Peace_220750_book-of-indonesian-encyclopedia-q-stt-dutabangsa.html#Personel 73

CNBlue Blue Moon World Tour and Sungha Jung Indonesia Tour was conducted on October 2013. 19th October 2013 is the date that cannot be forgotten by BOICE Indonesia. BOICE of Indonesia is a name for CNBLUE fans club. CNBLUE members consists of 4 members, including Jung Yong-hwa, Lee Jong- hyun, Kang Min-hyuk, and Lee Jung-shin. There were many song in CNBLUE concert, the types of song were pop, rock, and mellow. The title of song with types of pop until rock music are, Get Away, One Time, Man Like Me, Coffee Shop, Have a Good Night and Wake up. The melow song are, Love Light, Feeling, These Days (Korean Version) and Why. Others song that CNBLUE showed are, Lalala, Just Please (Korean Version), Tattoo, In My Head, Intuition, I’m a Loner, I’m Sorry, and many more.121 Sungha Jung Indonesia Tour was conducted a concert in 2 days which are in Jakarta and Bandung. 12th October 2013 Sungha Jung Indonesia Tour was conducted in Bandung, Edelweis Hall Gedung Wahana Bakti Pos. And 13th October 2013 Sungha Jung Indonesia Tour was held on Nusa Indah Theatre Balai Kartini Jakarta. Sungha Jung is a young Korean guitarist who has many fans in Republic of Indonesia.122

121 Lollichocho.2013.CNBLUE Sukses Menghibur BOICE Indonesia Di 2013 CNBLUE World Tour “Blue Moon” In Jakarta.From koreaindo.net 122 Maulanaiqbals.2013.(Press Release) Sungha Jung Indonesia Tour 2013-Sungha Jung Kembali ke Indonesia!. From Koreanwaveindo.com 74

CHAPTER V CONCLUSION

Republic of Korea is a country that have bad image in the past, many bad perceptions come from foreign people. Republic of Korea feel as a worse country at that time. By time goes by, Republic of Korea try to improve the image in the eyes of international world. Republic of Korea tries to spread the Korean pop culture, including K-dramas, K-pop, K-food, and others to several countries. Spreading of Korean pop culture was succesfull and get positive effect. In Republic of China, the spreading of Korean pop culture was famous and popular. The popularity of Korean pop culture was emerged the term of Korean wave/Hallyu by mass media in Republic of China. The term of Korean wave/Hallyu was spread in many countries and was used by Republic of Korea to promote its nation branding.

After the Lee Myung-bak administration, the President of Republic of Korea was changed into Park Geun-hye. In Park Geun-hye administration, the popularity of Korean wave/Hallyu was starting to decrease, no more popular as Lee Myung- bak administration. According to Theodor Adorno, the expert theory of cultural industries stated that K-pop is not art anymore which created with high quality but its created like an industry because of repeated and similar or homogeneous.123 Foreign people start to feeling bored with the style of K-pop, the style is monotone and no improvement. Many expert reveals that the genre of Korean pop music was limited and market has been saturated with K-pop. In addition, Republic of Korea does not have a long-term strategy in promoting Korean pop culture. President Park

123 Dwihadiah, Desideria Lumongga.2015.Media dan Imperialisme Budaya (STUDI PADA SUBKULTUR PENGGEMAR K-POP DI INDONESIA).Retrieved on January 25, 2017.From Fakultas Ilmu Sosial dan Ilmu Politik Program Pascasarjana Departemen Ilmu Komunikasi Jakarta: https://www.google.co.id/url?sa=t&rct=j&q=&esrc=s&source=web&cd=&cad=rja&uact=8&ved= 0ahUKEwjtrMfurNzRAhUHKo8KHRsODYQQFgg3MAU&url=http%3A%2F%2Flib.ui.ac.id%2 Ffile%3Ffile%3Ddigital%2F2016-4%2F20416114-D2050- Desideria%2520Lumongga%2520Dwihadiah.pdf&usg=AFQjCNGnm9dvJZmr5cxiz0vozpNaxbA PEA(p.20) 75

Geun-hye concern in political aspect, security and economic bilateral, more concerned in national security sector.

The popularity of Korean wave/Hallyu was supported by Lee Myung-bak administration; the government cooperated with many actors. The actors who cooperate with governments, including individuals, group, non-government organizations. Korean wave/Hallyu was popular in many countries since the administration of Lee Myung-bak. Korean cultural products can compete with other countries product in international market. The demand of Korean products also increased at that time. Many tourists from other countries directly visited Republic of Korea to know and learn Korean pop culture.

In Lee Myung-bak administration, the popularity of Korean wave/Hallyu was affected in Republic of Indonesia. Many events, activity, festival that conducted in Republic of Indonesia. K-dramas and K-pop was attracted Indonesian people to loved and learn about Korea. Korean Events, activity, festival, and others that conducted in Republic of Indonesia always get positive responses from the Indonesian people. Every year, the number of K-pop concerts increased in Republic of Indonesia from 2008-2013. K-dramas also try to launch the products in mega office-box. Impact of Korean wave/Hallyu was effect to house of production in Republic of Indonesia. House of production in Republic of Indonesia start to created boyband/girlband that similar with Republic of Korea boyband/girlband.

In Republic of Indonesia, there are many boyband/girlband that similar with Korean stars. Indonesian boyband/girlband cannot survive in long time like Korean pop. I-Pop cannot as popular as K-pop, According to Minister of Tourism and Creative Economy, Mari Elka Pangestu said that is not easily to bring Indonesian pop become popular as Korean pop which outbreak in international world.124 There is a groupband from Republic of Indonesia which sent to Republic of Korea to get training about the style of Korean pop. This Indonesia groupband was performed

124 Purwanto,Didik, Tri Wahono.2012.Mari Pangestu: I-Pop Harus Saingi K-Pop.Retrieved on January 25, 2017.From Kompas.com: http://internasional.kompas.com/read/2012/04/30/14332957/mari.pangestu.i-pop.harus.saingi.k- pop 76 and the style, genre of music similar with Korean pop. The Indonesian groupband was not popular as Korean pop stars. There are still many challenges for Republic of Indonesia make Indonesian pop become popular as Korean pop. Republic of Indonesia have to know the style of Indonesian Pop, including genre of music and dance that can receive by the people. Republic of Indonesia still try to seperate I- pop, as the first effort governments will traine the music industry. In traine the music industry, governments will focus on packaging the traditional music into contemporary music.125

The popularity of Korean pop can be an example of Republic of Indonesia in promoting the country. General Secretary of the Ministry of Tourism and Creative Economy Ukus Kuswara said

“In become a pioneer of I-pop, first we have to solve the problems that happened in the music of our country, including IPR violations, the lack of appreciation of folk music, the music that is still considered less competitive, the lack of public interest in the songs of children and the lack of public space for the show for local musicians.”126

In solving these problems Ministry of Tourism and Creative Economy will embrace music stakeholder in giving solution towards problems in music area. Ministry of Tourism and Creative Economy also will introduce local music by providing a place in a public space for local musicians, conducted a workshop to improve the quantity and quality of local musicians, developing a business model that can support the development of the music, and the emphasis on folk music festival. In addition Ukus Kuswara stated again that the style and genre of I-pop have to different with K-Pop, we will improve the characterictic music of Indonesia, so that the Indonesian music become a host country and worldwide.127 To improve the music of Indonesia to the worldwide, Republic of Indonesia can learn the way of Republic

125 Ibid (Purwanto,Didik, Tri Wahono) 126 Puskompublik.2013.Perkenalkan Musik Lokal Untuk Menjadi Tuan Rumah di Negeri Sendiri.Retrieved on January 26, 2017. From kemenpar: www.kemenpar.go.id/asp/detil.asp%3Fc%3D16%26id%3D2135+&cd=4&hl=id&ct=clnk&gl=id 127 Ibid (Puskompublik) 127 Ibid (Puskompublik)

77 of Korea introduce and promote their national branding through Korean wave, but Indonesia cannot copy the style of music or the culture from other countries. Every country have different characteristic of culture, music, and this is that make it unique. Republic of Indonesia have to use their own culture, music to seperate the national branding. Republic of Indonesia have many diverse culture, including the genre of music and the style in dancing. The country can promote their national branding in improving the culture into pop culture that can accepted by the people. In improving the Indonesian music, the Ministry of Tourism and Creative Economy will conducted an event called “Indonesia Berdendang”.128

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2012.Konser K-pop Tersebut Menjadi Yang Terbesar, Meskipun Baru Pertama Kalinya SMTOWN Live Mengunjungi Indonesia. From beritasatu.com