THE CONTRIBUTION OF SOUTH KOREA’S PUBLIC DIPLOMACY TO INDONESIA THROUGH KOREAN WAVE TO ENHANCE NATIONAL BRANDING: PROMOTING KOREAN BEAUTY BRANDS (2014-2017) By RORO AYU JUNITA PRADINI 016201400153 A thesis presented to the Faculty of Humanities President University In partial fulfilment of the requirements for Bachelor Degree in International Relations Major in Diplomacy Studies 2018 i ii iii TABLE OF CONTENT THESIS ADVISER RECOMMENDATION LETTER ..................................... i DECLARATION OF ORIGINALITY .............................................................. ii PANEL OF EXAMINER APPROVAL SHEET .............................................. iii TABLE OF CONTENT ....................................................................................... iv ABSTRACT .......................................................................................................... vi ABSTRAK .......................................................................................................... vii ACKNOWLEDGMENT .................................................................................. viii LIST OF TABLE ................................................................................................. ix LIST OF FIGURE ................................................................................................ x LIST OF ABBREVIATIONS ............................................................................. xi CHAPTER I .......................................................................................................... 1 INTRODUCTION ................................................................................................. 1 I.1. Background ..................................................................................................... 1 I.2. Problem of Identification ................................................................................ 5 I.3. Research Question .......................................................................................... 7 I.4. Research Objective ......................................................................................... 7 I.5 Significance of Study ..................................................................................... 7 I.6. Theoretical Framework ................................................................................... 8 I.6.1. Soft Power ......................................................................................... 9 I.6.2. Public Diplomacy ............................................................................ 11 I.6.3. Culture Diplomacy .......................................................................... 13 I.6.4. Nation Branding .............................................................................. 13 I.7. Scope and Limitation .................................................................................... 14 I.8. Research Methodology ................................................................................. 15 iii I.8.1. Research Method ............................................................................. 15 I.8.2. Research Instrument ........................................................................ 16 I.9. Definition of Term ........................................................................................ 17 I.10. Thesis Structure ............................................................................................ 18 CHAPTER II ....................................................................................................... 20 LITERATURE REVIEW .................................................................................. 20 CHAPTER III ..................................................................................................... 28 SOUTH KOREA PUBLIC DIPLOMACY TO INDONESIA ........................ 28 III.1. South Korea’s Public Diplomacy ................................................................ 28 III.2. Korean Wave (Hallyu) ................................................................................ 31 III.2.1 Korean Popular Music .................................................................. 33 III.2.2 Korean Drama ............................................................................... 35 III.2.3 Korean Beauty Brands .................................................................. 37 III.3. South Korea and Indonesia Bilateral Relations ........................................... 38 III.3.1 Politic ............................................................................................. 38 III.3.2 Economy ...................................................................................... 40 III.3.3 Socio-Culture ................................................................................. 41 III.4.South Korea’s Public Diplomacy to Indonesia ............................................. 42 CHAPTER IV ...................................................................................................... 49 KOREAN WAVE AS A TOOL OF SOUTH KOREA’S PUBLIC DIPLOMACY TO PROMOTE KOREAN BEAUTY BRANDS ................... 49 IV.1. The Contribution of Korean Wave to Promote Korean Beauty Brands .... 49 IV.1.2. The Role of Hallyu Star in Increasing Korean Beauty Brands .......... 54 IV.2. The Rise of K-beauty Brands in Indonesia ........................................... 59 CHAPTER V ....................................................................................................... 63 CONCLUSION ................................................................................................... 63 iv BIBLIOGRAPHY ............................................................................................... 66 APPENDICES ..................................................................................................... 70 v Abstract “The Contribution of South Korea’s Public Diplomacy to Indonesia through Korean Wave to Enhance National Branding: Promoting Korean Beauty Brands (2014-2017)” Public diplomacy is one way for a country to build relations, and improve their national image. Public diplomacy is used as a tool to change perception and point of view of a country towards other countries. Public diplomacy can be done by incorporating cultural elements. The abundant culture that owned by South Korea is become the asset for the Government of South Korea itself in the running of its political life including to Indonesia. The abundant culture owned by South Korea is converted as a tool by the Government of South Korea in achieving its national interests. The popularity of South Korea’s culture which currently becomes phenomenon in the world is called “Korean Wave” (Hallyu). Korean Waves have a lot of contribution and also give a lot of benefits for South Korea, for example is how Korean Wave gives the contribution to the success of South Korea build its good image internationally and give a lot of the benefits to South Korea itself. The author trying to analyse how South Korea explore its soft power through Korean Wave to gain a lot of benefits and also how Korean Wave able to enhance its reputation by using qualitative method and using soft power, public diplomacy, culture diplomacy, national branding as theoritical framework. The success of South Korea in enhancing its reputation not only give the impact on its relations with other countries. However, it also will impact on all its National products Korea itself, such as the Korean beauty brand. Keyword: K-beauty, Public Diplomacy Korean Wave, Hallyu, Korean Beauty Brand, South Korea, Indonesia vi Abstrak “Kontribusi Diplomasi Publik Korea Selatan pada Indonesia melalui Gelombang Korea untuk Menaikan citra nasional: Mempromosikan Merek Kecantikan Korea (2014-2017) Diplomasi publik adalah salah satu cara suatu negara untuk membangun hubungan, dan meningkatkan citra suatu bangsa. Diplomasi publik dijadikan alat untuk mengubah persepsi maupun pandangan suatu negara terhadap negara lain. Diplomasi publik dapat dilakukan dengan memasukkan unsur budaya. Kekayaan budaya yang dimiliki oleh Korea Selatan menjadi asset bagi pemerintah Korea Selatan dalam menjalankan diplomasi publiknya ke Indonesia. Kebudayaan yang dimiliki, diubah menjadi sebuah alat bagi pemerintah Korea Selatan dalam mencapai tujuan nasionalnya. Kepopuleran budaya Korea Selatan yang tengah menjadi fenomena disebut dengan Gelombang Korea (Hallyu). Gelombang Korea ini memberikan banyak sekali meberikan keuntungan, salah satunya keberhasilan Korea Selatan membangun citra baik negaranya di skala Internasional. Penulis mencoba menganalisis, bagaimana Korea Selatan mengeksplorasi soft power mereka melalui Gelombang Korea untuk memperoleh keuntungan yang sangat signifikan dan membangun reputasi mereka menggunakan metode kualitatif dan juga soft power, diplomasi publik, diplomasi budaya, national branding sebagai teori. Keberhasilan mengubah reputasi yang Selatan tidak hanya berdampak pada hubungannya dengan negara lain, akan tetapi juga berdampak terhadap produk nasionalnya sendiri, seperti produk kecantikan Korea. Kata kunci :K-beauty, Diplomasi Publik, Gelombang Korea, Hallyu, Korea Selatan, Produk Kecantikan Korea, Indonesia vii ACKNOWLEDGMENT I would like to say thousand thank you to Allah SWT who has given me a never-ending blessing. Thanks for the grace so that I can complete and finish this thesis for my college. I also want to say thank you to both my beloved Parents. My mom who always provide love and affection, who never stop giving advice and always wish me the best, thanks