GASTRODIPLOMASI KOREA SELATAN MELALUI VARIETY SHOW JINNY’S KITCHEN

The phenomenon of consumer behavior towards Hallyu entertainment products, such as television programs, has become an opportunity for South Korean gastrodiplomacy due to post-Covid-19 pandemic dependency. Culinary promotion efforts can be carried out directly through the Jinny's Kitchen variety show. This research aims to see how South Korean gastrodiplomacy and the Jinny's Kitchen variety show collaborated after the Covid-19 pandemic, using the concept of gastrodiplomacy to see how gastrodiplomacy is influenced by TV programs and celebrity popularity. Researcher will focus on the Jinny's Kitchen object, using qualitative-descriptive methods. The results of this research show that the role of Jinny's Kitchen variety show influences people's interest in the cultural values displayed through Korean Street Food.