Open AccessBETWEEN MARKETING AND ONLINE SOFT DIPLOMACY: ASSESSING SOUTH KOREAN HEALTH AND BEAUTY PRODUCTS EXPANSIONS IN INDONESIA
Author(s) -
Darynaufal Mulyaman,
Gradiola Stacie Oley
Publication year - 2020
Publication title -
jurnal kajian wilayah/jurnal kajian wilayah
Language(s) - English
Resource type - Journals
eISSN - 2502-566X
pISSN - 2087-2119
DOI - 10.14203/jkw.v11i1.836
Subject(s) - soft power , diplomacy , beauty , power (physics) , marketing , distribution (mathematics) , business , advertising , china , political science , politics , mathematics , quantum mechanics , mathematical analysis , physics , law
This study explains how South Korean companies’ innovations, especially the ones which are running in beautyand health industries, have positive impacts to South Korean economy. It brings out some questions such as: isthis a kind of new soft power method? With its enormous online network, how and why South Korean health andbeauty products become so imminent in Indonesia? This study argues that a successful soft power strategy needsa co-opted measure in distribution and cyber world is vast place that could benefit a country that knows how touse it well. Furthermore, the collected data are literature studies from relevant sources, such as press releases andgovernment publications, from November 2019 to January 2020.