DIPLOMASI PUBLIK KOREA SELATAN MELALUI EVENT WORLDS 2023 LEAGUE OF LEGENDS

This study examines South Korea's public diplomacy strategy through the 2023 League of Legends Worlds event held in Seoul. South Korea developed a public diplomacy strategy and created an esports experience for both domestic and international audiences. This strategy began with the dissemination of news related to the 2023 Worlds, the dissemination of strategic messages, and the creation of events that support long-term relationships in Seoul based on Mark Leonard's concept. South Korea's public diplomacy strategy for the 2023 League of Legends Worlds event also demonstrates how South Korea excels in esports and modern culture to the international community. This study used a descriptive qualitative approach with data collection techniques through library search. The results show that the South Korean government and other actors involved, such as private companies, private citizens, and communication media, successfully implemented the three dimensions of public diplomacy through news management, messaging related to South Korea's esports leadership, and organizing other supporting events in Seoul.