DIPLOMASI BUDAYA INDONESIA MELALUI INTERNATIONAL CULTURAL FESTIVAL DI MADINAH ARAB SAUDI 2023
Abstract
Indonesia is an archipelagic country rich in cultural diversity, with its multitude of ethnic groups, languages, and traditions positioning it as a strong actor in global cultural diplomacy. In the era of globalization, soft power approaches through cultural diplomacy serve as vital instruments to strengthen a nation's image. The 2023 International Cultural Festival held at the Islamic University of Madinah presented a strategic opportunity for Indonesia to showcase its cultural wealth through the active participation of Indonesian students. This study aims to examine Indonesia’s cultural diplomacy efforts in Saudi Arabia, particularly through its involvement in the aforementioned festival. It also explores the role of Indonesian students as informal cultural ambassadors and soft power agents in introducing national identity to the international community, as well as their contribution to enhancing Indonesia–Saudi Arabia bilateral relations. While the event highlights the great potential of Indonesian nation branding, the limited support from the government remains a major obstacle in maximizing the impact of such initiatives. This research emphasizes the need for a more systematic strategy and continuous governmental support in empowering the student diaspora as an integral part of Indonesia’s global cultural diplomacy.
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