Upaya Diplomasi Publik Korea Selatan Melalui Korean Wave Sebagai Brand Ambassador Ruangguru Tahun 2019-2021

Authors

  • Maulidina Dwi Ananda
  • Arin Fithriana
  • Natalia Nadeak

Keywords:

brand ambassador, Korean Wave, public diplomacy, Ruangguru, soft power

Abstract

This reserch aim to describe how South Korea's public diplomacy efforts through the Korean Wave as Ruangguru's brand ambassador for 2019-2021. The author uses the theory of public diplomacy, with the concept of soft power, and the perspective of liberalism. This research use of a qualitative research method and secondary data. As the research focus and the discussion result that the existance of the Korean Wave phenomenon in Indonesia tend to the widespread use of Korean Wave actors as brand ambassadors. It can be showed that the use of Korean Wave actors, namely TREASURE as Ruangguru's brand ambassador. Ruangguru is an education-based startup company. With this strategy, it has provided benefits for South Korea in carrying out public diplomacy activities. This can be seen from the positive and enthuastic respon of Ruang Ruangguru's content products such as Korean language classes, information about Korean university scholarships,  and other agendas for the Korean Wave activities such as K-pop, K-Food, K-Movie, and K-Beauty. This respon shows the success of Korean Wave soft power in its use in Ruangguru.

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Published

2022-12-30

How to Cite

Ananda, M. D., Fithriana, A., & Nadeak, N. (2022). Upaya Diplomasi Publik Korea Selatan Melalui Korean Wave Sebagai Brand Ambassador Ruangguru Tahun 2019-2021. Balcony, 6(2), 145–156. Retrieved from https://jom.fisip.budiluhur.ac.id/index.php/balcony/article/view/279

Issue

Vol. 6 No. 2 (2022)

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Articles

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