STRATEGI NATION BRANDING PEMERINTAH INDONESIA PADA PIALA DUNIA U-17 2023

This study examines Indonesia's nation branding strategy through the 2023 U-17 World Cup. The main focus of the study is to analyze how Indonesia uses the momentum of this international sporting event to build a positive image in the eyes of the world. The research method used is descriptive qualitative with data collection from literature studies during the period July 2023 to January 2024. The results of the study show that Indonesia's nation branding strategy was successfully implemented through several key aspects: the friendliness of the community in welcoming international teams and visitors, the readiness of infrastructure and supporting facilities, the professionalism of the organization, and the promotion of local culture. This success is reflected in the positive testimonies of the participants, favorable international media coverage, and increased world confidence in Indonesia's capabilities as a host of international events. This study concludes that the 2023 U-17 World Cup is an effective catalyst in strengthening Indonesia's nation branding, having a positive impact on the tourism, economic, and sports diplomacy sectors. Recommendations for organizing international events in the future are also discussed as lessons learned from this success.