Cultural Soft Power: Indonesia’s Diplomacy Strategy through Music, Film, and Culinary Arts

Abstract

This article analyzes Indonesia’s cultural soft power strategy through three interconnected sectors: music, film, and culinary arts. Using a qualitative cultural diplomacy analysis, the study examines how these cultural expressions shape Indonesia’s international image and contribute to its diplomatic objectives. Findings indicate that music diplomacy strengthens people-to-people relations through festivals and artistic collaborations, while film diplomacy enhances cultural familiarity and projects narrative identity across borders. Culinary diplomacy complements these efforts by leveraging gastrodiplomacy initiatives such as Indonesia Spice Up the World to introduce Indonesian flavors globally. However, the research also identifies structural fragmentation and inconsistent branding that weaken Indonesia’s cultural influence compared with regional competitors. The study concludes that integrating music, film, and culinary arts into a cohesive cultural diplomacy framework is essential for enhancing Indonesia’s soft power and establishing a unified national identity in global cultural ecosystems.