South Korea's Public Diplomacy towards Indonesia in Developing the Halal Industry

Abstrak Saat ini, industri halal berkembang pesat. Banyaknya populasi muslim di dunia mendorong beberapa negara termasuk negara non muslim untuk ikut mengembangkan industri halal. Korea Selatan adalah negara non-Muslim yang memperhatikan industri halal. Indonesia merupakan salah satu target pasar terbesar Korea Selatan dalam mengembangkan industri halalnya, mengingat Indonesia memiliki penduduk muslim terbesar di dunia. Budaya dan sistem nilai yang berbeda antara masyarakat Korea dan Islam menyebabkan munculnya hambatan dalam pengembangan industri halal ini. Penelitian ini bertujuan untuk menjelaskan bagaimana diplomasi publik yang dilakukan Korea Selatan terhadap Indonesia dalam mengembangkan industri halal. Penelitian ini menggunakan metode kualitatif, dan data diperoleh melalui wawancara dan studi pustaka. Hasil penelitian menunjukkan bahwa diplomasi publik yang diterapkan Korea Selatan terhadap Indonesia dilakukan dalam tiga dimensi, yaitu komunikasi harian, komunikasi strategis, dan komunikasi jangka panjang. Tiga dimensi diplomasi publik dilakukan Korea Selatan untuk mendapatkan dukungan dari masyarakat Indonesia, khususnya dalam mengembangkan industri halal. Kata Kunci: Diplomasi Publik; Korea Selatan; Halal Industri Abstract Nowadays, the halal industry is growing rapidly. The number of Muslim populations in the world encourages some countries including non-Muslim countries to participate in developing the halal industry. South Korea is a non-Muslim country that pay attention for the halal industry. Indonesia is one of the biggest target markets for South Korea in developing its halal industry, considering that Indonesia has the largest Muslim population in the world. Different culture and value systems between Korean and Islamic people cause the emergence of obstacles in the development of this halal industry. This study aims to explain how the public diplomacy which carried out by South Korea towards Indonesia in developing the halal industry. This study used a qualitative method, and data were obtained through interviews and literature studies. The results showed that public diplomacy applied in South Korea towards Indonesia was carried out in three dimensions, namely daily communication, strategic communication, and long-term communication. Three dimensions of public diplomacy were carried out by South Korea to acquire support from the Indonesian people, especially in developing the halal industry. Keywords: Public Diplomacy; South Korea; Halal Industry