ANALISIS DIPLOMASI PUBLIK JEPANG PADA SAAT PENUTUPAN OLIMPIADE RIO 2016

This research aims to explain why nations use the public figure as an instrument of their public diplomacy. Implementing public diplomacy will affect a nation’s pattern for brand strategy, public diplomacy, cultural relations, investment and export promotion, tourism and economic development. In the case study in this research, japan, as a host for Tokyo Olympics 2020, have chosen cartoon and anime characters such as Doraemon, Mario Bross, and Tsubasa as the icon for the closing of the Rio Olympics 2016. The analysis shows that those figures are chosen because those figures have known well by society, so they could be used as an instrument of Japanese Public Diplomacy in order to create Japan’s nation branding