STRATEGI KOREA TOURISM ORGANIZATION (KTO) INDONESIA DALAM UPAYA GASTRODIPLOMASI KOREA SELATAN TERHADAP INDONESIA MELALUI SOSIAL MEDIA YOUTUBE

This research will focus on gastrodiplomacy conducted by the Korea Tourism Organization (KTO) through YouTube social media. Rockower revealed that gastrodiplomacy relies on culinary from a country and introduces it to the global community. KTO conducts a gastrodiplomacy strategy that has a target audience of Indonesia by collaborating with well-known influencers in Indonesia. Departing from this phenomenon, the author is interested in analyzing the KTO's strategy in conducting gastrodiplomacy through YouTube by collaborating with influencers. The things that will be studied include the overall text message, text genre, and context circulating in the public. The results of this study show the influence of the involvement of influencers on the gastrodiplomacy strategy carried out by the KTO. Influencers convey the appeal of South Korean cuisine, ranging from history, culture, and traditions that bind the cuisine. The response from the audience is also a reflection of the gastrodiplomacy carried out by the KTO so that the text can be understood as a whole.