Public diplomacy of the Japan Foundation: A case study of the 2023 online lecture series in Indonesia

Meisya Maurent Viayu Sasongko  Putri; Hamdan Nafiatur  Rosyida; M. Fadzryl  Adzmy

doi:10.55942/pssj.v5i9.707

Authors

Meisya Maurent Viayu Sasongko Putri Universitas Muhammadiyah Malang
Hamdan Nafiatur Rosyida Universitas Muhammadiyah Malang
M. Fadzryl Adzmy Universitas Muhammadiyah Malang

DOI:

https://doi.org/10.55942/pssj.v5i9.707

Keywords:

public diplomacy, Japan Foundation, online lecture series, Indonesia-Japan relations, Japanese culture

Abstract

The Japan Foundation (JF) plays a central role in strengthening the sociocultural foundation of bilateral relations between Indonesia and Japan. To promote mutual understanding, the JF adapted its public diplomacy strategy to an online format when the COVID-19 pandemic posed significant challenges. This study aims to analyze JF's strategy through its 2023 Online Lecture Series on Japanese Culture (OLS) program in Indonesia. Utilizing a descriptive qualitative approach with interviews and a literature review, and applying Mark Leonard's public diplomacy concept, this study examines how the JF implemented its strategy. The findings show that the JF successfully executed three key dimensions of public diplomacy. News Management was conducted through the rapid dissemination of information on social media and a responsive approach to audience interactions. Strategic Communication was embodied by the well-planned OLS program, a proactive initiative designed to cultivate a rich and profound image of Japan, reinforced by a varied selection of themes and a clear connection to the celebration of diplomatic relations. Finally, Relationship Building was strengthened through long-term collaborations with local institutions and the facilitation of dialogue. Despite facing technical and material challenges, OLS proved effective in reaching a wider audience and contributed to maintaining mutual trust. This research also offers a novel perspective on how digital adaptation and online strategies can effectively engage youth and sustain transnational collaboration, making OLS a reference for future hybrid diplomacy in Southeast Asia.

Author Biographies

Meisya Maurent Viayu Sasongko Putri, Universitas Muhammadiyah Malang

Meisya Maurent Viayu Sasongko Putri is a student at Universitas Muhammadiyah Malang, where she is affiliated with the Faculty of Social and Political Sciences. She is currently pursuing a degree in the International Relations Study Programme. Her work focuses on public diplomacy, specifically analyzing the strategies of The Japan Foundation. Her research examines how organizations use cultural exchange programs and digital platforms to strengthen bilateral relations and foster mutual understanding among nations.

Hamdan Nafiatur Rosyida, Universitas Muhammadiyah Malang

Hamdan Nafiatur Rosyida is an lecturer in the International Relations (IR) program at UMM. with a focus on academics specializing in Japanese regional studies. She is an active writer of scholarly articles on Japan-related topics published in various reputable journals. Her notable works include "(1) Representation of Remilitarization and Nationalism under Shinzo Abe’s Regime at ‘Kamen Rider Build Series’ (2023)," published in Kiryoku: Jurnal Studi Kejepangan, Universitas Padjadjaran, and "(2) Tokyo Zentai Club: Subculture or Identity Crisis over Youth in Japan Urban Area? (2021)," published in the International Journal of Social Science and Human Research. Before her career as a lecturer, she served as a Technical Assistant at the ASEAN Secretariat.

M. Fadzryl Adzmy, Universitas Muhammadiyah Malang

Fadzryl Adzmy, M.A., is a lecturer in the International Relations (IR) program at UMM, with a focus on human rights and democracy studies. Before joining the IR program as a lecturer, Adzmy was a researcher at the PolGov Research Center for Politics and Government, Universitas Gadjah Mada. He is also an active researcher at the CSSC Research Center and works as a political consultant.

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