THE INFLUENCE OF THE KOREAN WAVE ON INDONESIA THROUGH THE KOREA INTERNATIONAL COOPERATION AGENCY (KOICA) PUBLIC DIPLOMACY PROGRAM 2020–2023

Abstract

The Korean Wave, or Hallyu, has emerged as a global cultural force strategically utilized by South Korea to enhance its national image through public diplomacy. This study aims to examine the role of the Korea International Cooperation Agency (KOICA) in promoting Korean culture in Indonesia and to analyze the impact of the Korean Wave on Indonesia’s social and economic sectors during the 2020–2023 period. Using a qualitative descriptive method through literature review, this research finds that KOICA functions not only as a development aid agency but also as a medium for cultural dissemination. Through professional training, scholarship programs, student exchanges, and social media campaigns, KOICA introduces Korean values and lifestyles to Indonesian society. The widespread acceptance of Korean culture has contributed to increased consumption of Korean products, growth of local creative industries, and enhanced bilateral cooperation in sectors such as economy and tourism. These findings align with liberalism theory in international relations, which emphasizes international cooperation and the role of non-state actors in shaping global dynamics. Thus, cultural diplomacy through KOICA proves to be an effective soft power strategy in strengthening long-term relations between Indonesia and South Korea.