UPAYA KOREA SELATAN MENINGKATKAN NATION BRANDING MELALUI PROGRAM ‘KOREAN CUISINE TO THE WORLD’ DI INDONESIA 2012-2019

The truth about the positive things that South Korea has achieved when carrying out its gastrodiplomacy, Kimchi Diplomacy, with the Global Hansik campaign and its program entitled “Korean Cuisine to the World” since 2008, is used by the author as an excuse to make this case something interesting to examine in more detail. The urgency of this research is based on the fact that even though Korea is the most developed country in terms of its economy and is ranked 13th in the world, this is different from the attitude of the Korean government in 2008 which showed a feeling of being threatened by the country's reputation. Through a broad national branding policy with one implementation of Han Style, namely hansik (Korean cuisine), the Korean government then tried to implement the program by applying the power of food as a diplomatic factor, which is now known as gastrodiplomacy. This is interesting because that year's gastrodiplomacy is a new phenomenon that emerged in 2002, only a few countries such as Thailand have successfully implemented it. Through the implementation of its gastrodiplomacy in Indonesia, the government hopes to help the country improve the image of its national products, as well as other benefits such as increasing the economy and other potentials such as tourism