Between Marketing and Online Soft Diplomacy:Assessing South Korean Health and Beauty Products Expansions in Indonesia

Mulyaman, Darynaufal (2020) Between Marketing and Online Soft Diplomacy:Assessing South Korean Health and Beauty Products Expansions in Indonesia. Jurnal Kajian Wilayah, 11 (1). pp. 17-34. ISSN 2502 566x

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Abstract

bidang kesehatan dan kecantikan, memberikan dampak positif terhadap perekonomian Korea Selatan melalui ekspansi ke negara-negara Asia Tenggara, khususnya Indonesia. Pemikiran ini dapat memicu argumen apakah hal tersebut merupakan jenis atau metode soft power baru? Selain itu, dengan koneksi daring (online), bagaimana dan mengapa produk kesehatan dan Kecantikan Korea Selatan menjadi begitu dekat di Indonesia? Studi ini berpendapat bahwa strategi kekuatan lembut yang sukses membutuhkan kerja sa ma distribusi dan memanfaatkan kekuatan daring (online). Selanjutnya, data yang diperoleh pada penelitian ini merupakan hasil kajian literatur yang diambil dari beberapa sumber, seperti edaran pers (press release) dan dokumen pemerintah dalam durasi tiga bulan dari bulan November 2019 hingga Januari 2020. Kata kunci: Cyber-Diplomacy, Kecantikan, Kesehatan, Indonesia, Korea Selatan, Soft Power / This study explains how South Korean companies’ innovations, especially the ones which are running in beauty and health industries, have positive impacts to South Korean economy. It brings out some questions such as: is this a kind of new soft power method? With its enormous online network, how and why South Korean health and beauty products become so imminent in Indonesia? This study argues that a successful soft power strategy needs a co-opted measure in distribution and cyber world is vast place that could benefit a country that knows how to use it well. Furthermore, the collected data are literature studies from relevant sources, such as press releases and government publications, from November 2019 to January 2020. Keywords: Cyber-diplomacy, Expansion, Health and Beauty Product, Indonesia, Marketing, South Korea, Soft Power Diplomacy

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