Published date:Feb 18 2025

Journal Title: KnE Social Sciences

Issue title: The 2024 AAPA-EROPA-AGPA-IAPA Joint Conference

Pages:296 - 307

DOI: 10.18502/kss.v10i4.18042

Tri Yuniningsihtriyuniningsih26@gmail.comPublic Administration Department, Diponegoro University, Semarang, Indonesia

Endang LarasatiPublic Administration Department, Diponegoro University, Semarang, Indonesia

Sri SuwitriPublic Administration Department, Diponegoro University, Semarang, Indonesia

Rizki HidayatiPublic Administration Department, Diponegoro University, Semarang, Indonesia

Mary MangaiPublic Administration Department, Diponegoro University, Semarang, Indonesia

The South Korean government chose gastrodiplomacy to attract people’s sympathy. Popularly, Korean Wave is used as an attraction in marketing products, both cultural and commercial, as well as supporting the South Korean tourism industry on an international scale. This research aims to analyze the South Korean Government’s gastrodiplomacy strategy from the 5 K dimensions (K-Pop, K-Fashion, K-Food, K-Drama, and K-Beauty). This research uses a qualitative descriptive research method. The research results show that the five dimensions above have been implemented well and provide benefits by increasing the number of tourist visits to South Korea. Government support has been crucial in launching various kinds of programs, including culinary, fashion, beauty, drama, and music. The Global Hansik Program impacted the South Korean economy, which is marked by an increase in the number of exports and the development of markets for South Korean agricultural and food products, especially in Southeast Asia. The Global Hansik program is part of South Korea’s soft power which takes advantage of the popularity of Hallyu and traditional Korean culture to spread it. The recommendations made are the need for the South Korean government to increase outreach about halal food for Muslim tourists and increase the provision of Muslim places of worship which are still relatively difficult to find.

Keywords: gastrodiplomacy, South Korea, Korean wave

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