INDONESIAN CULTURAL DIPLOMACY THROUGH THE JOGJA-NETPAC ASIAN FILM FESTIVAL

Abstract

This study aims to analyze the role of the Jogja-NETPAC Asian Film Festival (JAFF) in supporting Indonesia’s nation branding through cultural diplomacy, using the nation branding design process theory proposed by Simon Anholt (2006). Nation branding in this context is understood as a structured strategy to build the nation’s image globally through six stages: analysis and benchmarking, core identity definition, brand architecture and strategic messaging design, multi-stakeholder coordination, implementation, and monitoring and evaluation. The method used in this research is descriptive qualitative, with data collection techniques including interviews, content observation, and document studies. The results of the study indicate that JAFF has played a role in the fifth stage, namely the implementation stage, through programs such as the JAFF Market, Masterclass, Pitching Forum, and cross-national film screenings which serve as mediums of Indonesia’s cultural diplomacy. JAFF has successfully highlighted national values of diversity, pluralism, equality, and creativity. However, the study also found that JAFF has not fully carried out the stages of initial image analysis, brand architecture design, strategic coordination, or measurable monitoring and evaluation. JAFF is not yet integrated into a formal national nation branding strategy designed by the Indonesian government. This highlights the need for an active role of the government in coordinating cultural festivals such as JAFF to become part of a structured, data-based, and sustainable cultural diplomacy strategy.