Multi-Track Diplomacy Korea Selatan dalam Penyebaran Korean Wave di Indonesia Periode 2020-2023

Muda, Aditya Stefani (2025) Multi-Track Diplomacy Korea Selatan dalam Penyebaran Korean Wave di Indonesia Periode 2020-2023. S1 thesis, Universitas Kristen Indonesia.

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Abstract

Perekonomian Korea Selatan tidak hanya bertumpu pada sektor industri tradisional, tetapi juga didukung oleh penyebaran Korean Wave (Hallyu) di tingkat global, termasuk di Indonesia. Korean wave, yang mencakup K-pop, K-drama, K-food, K-style, dan lainnya, berkembang pesat sehingga menjadi salah satu alat diplomasi dalam memperluas pengaruh budaya meningkatkan ekonomi Korea Selatan. Jika hanya berfokus pada pasar domestik, pertumbuhan ekonomi Korea Selatan akan terbatas, yang dapat mengurangi daya tarik bagi penggemar global, investor, dan mitra bisnis internasional. Oleh karena itu, Korea Selatan mengimplementasikan strategi Multi-track Diplomacy untuk memperluas jangkauan Korean Wave. Track 1 melibatkan peran pemerintah dalam mempromosikan budaya Korea melalui institusi resmi, track 2 melibatkan MNC (agensi hiburan) dalam menciptakan dan memasarkan produk budaya, sedangkan track 9 menggunakan media digital dan platform global untuk menjangkau audiens internasional. Penelitian ini bertujuan untuk menganalisis penerapan Multi-track Diplomacy dalam penyebaran Korean Wave di Indonesia pada periode 2020-2023, dengan fokus pada keterlibatan berbagai aktor, seperti pemerintah, non-pemerintah, dan media digital. Kajian pustaka dalam penelitian ini menggunakan konsep Multi-track Diplomacy, yang menjelaskan keterlibatan beragam jalur diplomasi, seperti pemerintah, sektor swasta, dan media, dalam mendukung penyebaran budaya. Konsep Korean Wave juga digunakan untuk mengkaji penyebaran budaya populer Korea terhadap peningkatan ekonomi Korea Selatan. Penelitian ini menggunakan metode kualitatif dengan pendekatan deskriptif analisis. Data dikumpulkan melalui sumber primer berupa wawancara dengan para aktor terkait, serta sumber sekunder yang meliputi kajian literatur dan laporan relevan. Hasil penelitian menunjukkan bahwa multi-track diplomacy yang dilakukan Korea Selatan adalah melalui track 1 pemerintah melalui Korean Culture Center Indonesia (KCCI), track 2 non-pemerintah/MNC melalui agensi SM Entertainment, dan track 9 komunikasi dan media melalui berbagai platform (televisi, platform digital, dan media sosial) dalam menyebarkan korean wave. Dengan demikian, Korean Wave berperan penting dalam peningkatan ekonomi Korea Selatan. Kata Kunci: Korean Wave; Multi-track Diplomacy; Korea Selatan / South Korea's economy is not solely reliant on traditional industrial sectors but is also supported by the global spread of the Korean Wave (Hallyu), including in Indonesia. The Korean Wave, encompassing K-pop, K-drama, K-food, K-style, and more, has grown rapidly and become a key diplomatic tool to expand cultural influence and boost South Korea's economy. If South Korea focuses solely on the domestic market, its economic growth would be limited, potentially reducing its appeal to global fans, investors, and international business partners. To address this, South Korea implements a multi-track diplomacy strategy to expand the reach of the Korean Wave. Track 1 involves the role of the government in promoting Korean culture through official institutions, Track 2 involves multinational corporations (entertainment agencies) in creating and marketing cultural products, and Track 9 utilizes digital media and global platforms to reach international audiences. This study aims to analyze the application of Multi-track Diplomacy in the dissemination of the Korean Wave in Indonesia during the period 2020–2023, focusing on the involvement of various actors such as the government, non-governmental entities, and digital media. The literature review in this research adopts the concept of Multi-track Diplomacy, which explains the involvement of diverse diplomatic channels, including the government, private sector, and media, in supporting cultural dissemination. The concept of the Korean Wave is also employed to examine the spread of Korean popular culture and its impact on South Korea's economic growth. This research uses a qualitative method with a descriptive-analytical approach Data were collected from primary sources in the form of interviews with relevant actors, as well as secondary sources consisting of literature reviews and relevant reports. The findings are expected to show that South Korea's multi-track diplomacy involves Track 1 (government) through the Korean Culture Center Indonesia (KCCI), Track 2 (non-governmental/MNC) through agencies such as SM Entertainment, and Track 9 (communication and media) through various platforms (television, digital platforms, and social media) in disseminating the Korean Wave. Thus, the Korean Wave plays a significant role in boosting South Korea's economy. Keywords: Korean Wave; Multi-track Diplomacy; South Korea

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