UPAYA NATION BRANDING INDIA PADA MASA PRESIDENSI G20 TAHUN 2023

This study analyzes India's nation branding strategy during its presidency of the G20 in 2023. As the host country, India had a strategic opportunity to strengthen its global image by implementing the six elements of Simon Anholt’s Nation Branding Hexagon: governance, exports, tourism, investment, people, and culture & heritage. This research employs a qualitative-descriptive approach with a literature study method to explore how India's policies and initiatives during the G20 enhanced its global competitiveness. The findings indicate that India effectively leveraged the G20 forum to showcase its inclusive economic leadership, attract investments through sustainable policies, and promote its cultural and tourism diversity as key components of its national brand. Additionally, India highlighted initiatives such as Jan Bhagidari, which encouraged public participation in policymaking, and the LiFE (Lifestyle for Environment) movement, which emphasized environmental sustainability. Through these strategies, India not only strengthened its influence in global diplomacy but also enhanced its competitiveness in economics, tourism, and international relations.