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 i 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 ii 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 iii 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 iv 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 v 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. vi 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” ......................................................................................