Inaugural UK-Indonesia Soft Power Forum 2021: Propelling Indonesian Soft Power in the Next Decade

INAUGURAL UK-INDONESIA SOFT POWER FORUM: Propelling Indonesian Soft Power in the Next Decade 2021

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In collaboration with

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INAUGURAL UK-INDONESIA SOFT POWER FORUM: Propelling Indonesian Soft Power in the Next Decade 2021

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Table Of Contents

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Preface by Dr. Desra Percaya, Ambassador to the UK, Ireland, and IMO

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Foreword by Dr. Teuku Faizasyah, Director General for Information and Public Diplomacy, MoFA

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Foreword by Rob Fenn, Deputy Head of Mission, British Embassy in Jakarta

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Perspectives by David Haigh, CEO Brand Finance

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Infographics Guiding Principles to Propelling Indonesian Soft Power

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Executive Summary

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Introduction

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Status Quo

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Short-Term Recommendations

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Long Term Recommendations

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Conclusion

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List of Plenary Speakers and brief bio from Indonesia soft power forum

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FGD I Speakers and Moderators

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FGD II Speakers andModerators

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FGD III Speakers and Moderators

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About GIPA

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About YIPA

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About UKICIS

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About PPIUK

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Soft Power Forum Team

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About the Global Soft Power Index

by Brand Finance

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Top 50 Nations of the Global Soft Power Index 2021

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Preface by Dr. Desra Percaya, Ambassador to the UK, Ireland, and IMO

Soft power diplomacy lies upon its unique character as the ability to persuade without coercion but rather through the exercise of promoting cultural values and foreign policy.

Today, Indonesia’s soft power is becoming increasingly important as an element to attract economic opportunities.

As a country with the world’s third largest democracy with Muslim majority, Indonesia has the leverage to become an active player in promoting diversity and inclusivity globally through its role in various organizations such as ASEAN and G20.

Yet at the same time, there is still a need to formulate a joint strategy to translate Indonesia’s excellence into a brand that can be remarkable to the international community.

While the UK has maintained its position as the top three in the Brand Finance’s Global Soft Power Index. It has certainly become an opportunity for Indonesia to learn from the UK as its strategic partner on how to nurture socio-cultural aspects such as education and tourism as a means to further study, appreciate, and marvel in the abilities of these items whether tangible or intangible as a means of soft power diplomacy when the major challenges to developing countries soft power works mostly outside of government control people and perception of the people are the key.

Various efforts supported by Foreign Ministry of Indonesia since October 2020 have been projected to become a learning platform to learn from the experience and expertise of various stakeholders in deepening the understanding of Indonesia’s soft power. The objective is to share the challenges and opportunities from both Indonesia and the UK, and foster links between various factors that contribute to the development of Indonesia soft power diplomacy.

Hence, the Inaugural UK-Indonesia Soft Power Forum: Propelling Indonesian Soft Power in the Next Decade has become a product of the joint efforts from the Indonesian Embassy in London, GIPA, YIPA and supported by various stakeholders including the Foreign Ministries from both Indonesia and the UK established as a form of support and contribution to the enhancement of Indonesia’s soft power diplomacy.

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Diplomasi soft power terletak pada karakter uniknya sebagai kemampuan untuk membujuk tanpa paksaan, melainkan melalui penerapan nilai-nilai budaya dan kebijakan luar negeri.

Saat ini, soft power Indonesia menjadi semakin penting sebagai salah satu elemen untuk menarik peluang ekonomi.

Sebagai negara dengan demokrasi terbesar ketiga di dunia dengan mayoritas Muslim, Indonesia memiliki pengaruh untuk menjadi pemain aktif dalam mempromosikan keberagaman dan inklusivitas secara global melalui perannya di berbagai organisasi seperti ASEAN dan G20.

Namun di saat yang sama, masih perlu dirumuskan strategi bersama untuk menerjemahkan keunggulan Indonesia menjadi merek yang bisa menjadi luar biasa di mata dunia internasional.

Sementara Inggris telah mempertahankan posisinya sebagai tiga teratas dalam Global Soft Power Index Brand Finance. Ini tentunya menjadi kesempatan bagi Indonesia untuk belajar dari Inggris sebagai mitra strategisnya tentang bagaimana membina aspek sosial budaya seperti pendidikan dan pariwisata sebagai sarana untuk belajar lebih jauh, menghargai, dan mengagumi kemampuan barang-barang tersebut baik yang berwujud maupun intangible sebagai sarana diplomasi soft power ketika tantangan utama negara berkembang bekerja soft power sebagian besar di luar kendali pemerintah dan persepsi masyarakat adalah kuncinya.

Berbagai upaya yang didukung Kementerian Luar Negeri RI sejak Oktober 2020 diproyeksikan menjadi platform pembelajaran untuk belajar dari pengalaman dan keahlian berbagai pemangku kepentingan dalam memperdalam pemahaman tentang soft power Indonesia. Tujuannya adalah untuk berbagi tantangan dan peluang baik dari Indonesia maupun Inggris, serta membina hubungan antara berbagai faktor yang berkontribusi pada pengembangan diplomasi soft power Indonesia.

Oleh karena itu, Inaugural UK-Indonesia Soft Power Forum: Propelling Indonesian Soft Power in the Next Decade telah menjadi hasil kerjasama KBRI London, GIPA, YIPA dan didukung oleh berbagai pemangku kepentingan termasuk Kementerian Luar Negeri kedua negara sebagai bentuk dukungan dan kontribusi terhadap peningkatan soft power diplomacy Indonesia

Foreword by Dr. Teuku Faizasyah, Director General for Information and Public Diplomacy, MoFA

Rediscovering Indonesia’s focus and strength plays an essential part as the initial step in projecting its diplomacy identity. There are at least four groupings of assets that can be projected throughout the process.

First, in the context of our human capital capacity, Indonesian diaspora, particularly the youth in collaboration with the media, has the leverage to become Indonesia’s great soft power asset. At the same time, Indonesia remains committed to preserving the socio-cultural aspects as the main value to Indonesia’s cultural approach on soft power diplomacy.

Foreign policy which also remains as the core of soft power diplomacy is becoming more viable in determining Indonesia’s role and positioning in international and regional activities. Today, with the increasing growth of social influences, the economy has also taken part as Indonesia’s agile soft power asset that is proven by its participation in the G20. Indonesia has the capabilities to contribute more in the global level by learning from its past experience on dealing with the financial crisis, managed to rebound in a more positive environment that hopefully can be projected in framing Indonesia’s imagery in the global context.

In the world where everything has become more and more dynamic, leverage of influences are now generated through collaborative efforts from various dimensions which is never limited to one-way approach. In this context, diaspora plays an immense appearance through its professional network that has a particular significance as partners in economic diplomacy and development of human capitals.

Above all the four groupings of assets, the current circumstance mainly illustrates how Indonesia needs to take advantage of collaboration with the diaspora as a force in transmitting Indonesia’s positive image to the world.

Indonesia has strength in projecting soft power in a global order includes, among others, democracy and Islam that go hand in hand, as well as cultural diversity. With the optimization of collaboration and share of best practices through collaborative forums, it brings hope to revive Indonesians spirit to promote its identity as the agent of soft power diplomacy.

Menemukan kembali fokus dan kekuatan Indonesia menjadi bagian penting sebagai langkah awal dalam memproyeksikan identitas diplomasi. Setidaknya ada empat pengelompokan aset yang dapat diproyeksikan selama proses berlangsung.

Pertama, dalam konteks kapasitas sumber daya manusia kita, diaspora Indonesia, khususnya kaum muda yang bekerja sama dengan media, memiliki daya ungkit untuk menjadi aset soft power Indonesia yang hebat. Pada saat yang sama, Indonesia tetap berkomitmen untuk menjaga aspek sosial budaya sebagai nilai utama pendekatan budaya Indonesia pada diplomasi soft power.

Politik luar negeri yang juga tetap menjadi inti dari soft power diplomacy menjadi semakin giat dalam menentukan peran dan positioning Indonesia dalam kegiatan internasional dan regional. Saat ini, dengan meningkatnya pengaruh sosial, perekonomian juga telah mengambil bagian sebagai aset daya lunak lincah Indonesia yang dibuktikan dengan keikutsertaannya dalam G20. Indonesia memiliki kemampuan untuk berkontribusi lebih banyak di tingkat global dengan belajar dari pengalaman masa lalu dalam menghadapi krisis keuangan, berhasil pulih dalam lingkungan yang lebih positif yang diharapkan dapat diproyeksikan dalam membingkai citra Indonesia dalam konteks global.

Di dunia di mana segala sesuatu menjadi semakin dinamis, pengaruh pengaruh sekarang dihasilkan melalui upaya kolaboratif dari berbagai dimensi yang tidak pernah terbatas pada pendekatan satu arah. Dalam konteks ini, diaspora memainkan peran yang sangat besar melalui jaringan profesionalnya yang memiliki arti penting sebagai mitra dalam diplomasi ekonomi dan pengembangan sumber daya manusia.

Di atas keempat pengelompokan aset tersebut, keadaan saat ini terutama menggambarkan bagaimana Indonesia perlu memanfaatkan kolaborasi dengan diaspora sebagai kekuatan dalam mentransmisikan citra positif Indonesia kepada dunia.

Indonesia memiliki kekuatan dalam memproyeksikan soft power dalam tatanan global antara lain demokrasi dan Islam yang berjalan seiring, serta keragaman budaya.

Dengan optimalisasi kolaborasi dan berbagi praktik terbaik melalui forum kolaboratif, diharapkan dapat membangkitkan kembali semangat masyarakat Indonesia untuk mengedepankan jati diri sebagai agent of soft power diplomacy.

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Foreword by Rob Fenn, Deputy Head of Mission, British Embassy in Jakarta

When looking through the various components of soft power and the factors which encourage Indonesia in its drive to become a superpower on soft power diplomacy along with the other dimensions in which Indonesia has already been a superpower, there is an interesting facet on Indonesia’s particular ability to group the soft power’s supporting factors to both that promoted through governmental and non-governmental approaches.

The distinct nature of society and its landscape between Indonesia and the UK, ranging from Indonesia’s majority of young population, actually become the one of the most significant key drivers that encourages the society to rank up its soft power diplomacy.

Discovering through the geopolitical, even historical point of view, it is obvious that Indonesia and the UK share a different landscape where Indonesia by scale is largely emerging and by the geopolitical location on this sort of trading crossroads that have been clearly in the center of the infamous Indo-Pacific where everyone wants to get connected in this region. Meanwhile the UK has been exposed for hundreds of years, it shows how Indonesia today has so much potential and leverage in the context of soft power diplomacy.

Yet other social factors for the UK, such as education, still portray an important role as part to promote soft power diplomacy. The UK has also strongly signalled its enthusiasm in partnering with Indonesia on the education front as Indonesia also has a great number of diasporas.

It is also interesting to note how partnership forums in various approach of activities for example the creative economy generates this sort of people to people links that brings added-value to strengthen soft power diplomacy.

Furthermore, the UK always has an interest and enthusiasm in collaborating with Indonesia in an effort to strengthen soft power. Britain views cooperation with Indonesia can be strengthened in fields related to soft power, including education, diaspora assets and research and innovation.

Jika melihat dari berbagai komponen soft power dan faktorfaktor yang mendorong Indonesia menjadi negara adidaya dalam diplomasi soft power beserta dimensi lain di mana Indonesia telah menjadi negara adidaya, terdapat aspek yang menarik dari kemampuan khusus Indonesia untuk menjadi negara adidaya. kelompokkan faktor pendukung soft power baik yang dipromosikan melalui pendekatan pemerintah maupun non pemerintah.

Sifat khas masyarakat dan lanskapnya antara Indonesia dan Inggris, mulai dari mayoritas penduduk muda Indonesia, sebenarnya menjadi salah satu pendorong utama terpenting yang mendorong masyarakat untuk menaikkan peringkat soft power diplomacy-nya.

Melihat dari sudut pandang geopolitik, bahkan historis, jelaslah bahwa Indonesia dan Inggris berbagi lanskap yang berbeda di mana Indonesia berdasarkan skala sebagian besar muncul dan berdasarkan lokasi geopolitik pada persimpangan perdagangan semacam ini yang telah jelas berada di tengah-tengah Indo-Pasifik yang terkenal di mana semua orang ingin terhubung di wilayah ini.

Sedangkan Inggris yang terekspos selama ratusan tahun, menunjukkan betapa Indonesia saat ini memiliki begitu banyak potensi dan daya ungkit dalam konteks soft power diplomacy.

Namun faktor sosial lainnya bagi Inggris, seperti pendidikan, masih memainkan peran penting sebagai bagian untuk mempromosikan diplomasi soft power. Inggris juga menunjukkan antusiasmenya yang kuat dalam bermitra dengan Indonesia di bidang pendidikan karena Indonesia juga memiliki diaspora yang besar.

Menarik juga untuk dicermati bagaimana forum kemitraan dalam berbagai pendekatan kegiatan misalnya ekonomi kreatif menghasilkan people to people link semacam ini yang membawa nilai tambah untuk memperkuat soft power diplomacy.

Lebih lanjut, Inggris selalu memiliki minat dan semangat untuk bekerjasama dengan Indonesia dalam upaya penguatan soft power. Inggris memandang kerja sama dengan Indonesia dapat diperkuat di bidang-bidang yang terkait dengan soft power, antara lain pendidikan, aset diaspora, serta penelitian dan inovasi.

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Perspectives by David Haigh, CEO Brand Finance

Brand Finance’s Global Soft Power Index is the result of ground-breaking fieldwork research, the most inclusive of its kind, with over 75,000 respondents in over 100 countries.

It allows us to see in aggregate how the world views the top soft power nations.

Indonesia is the largest island nation in the world, with the fourth largest population and is the seventh largest economy in the world by PPP. Rich in heritage, UNESCO World Heritage Sites, and exports. Yet it still is relatively weak in external perception due to a lack of a consistent and robust nation branding messaging.

To strengthen Indonesia’s soft power, a clear narrative in global communications is required to increase the perceptions of and familiarity with the nation across the international community. This must be done in close coordination across various relevant stakeholders and facilitated through financial support for global campaigns.

The UK’s GREAT campaign has been an outstanding global success in the delivery of a unified message by harnessing all the different levers of government through the use of advertising, events, PR, and social media. The GREAT campaign was invested in heavily and measured to identify its impact on the UK’s image abroad and its economy at home. A well-run campaign will more than pay for itself.

The potential for strengthening Indonesia’s soft power is massive and can be realised by adopting a similar messaging approach to the GREAT campaign. By highlighting Indonesia’s cuisine, economic potential, heritage, ecotourism and natural diversity, Indonesia could boost its perception and awareness.

One interesting approach Indonesia could take to persuade people to visit, is by adopting New Zealand’s successful direction to open its location for access to film directors and production companies, and publicise Indonesia as an icon for its natural parks, beaches, and heritage cities.

Global Soft Power Index Brand Finance adalah hasil dari penelitian lapangan yang inovatif, yang paling inklusif dari jenisnya, dengan lebih dari 75.000 responden di lebih dari 100 negara. Ini memungkinkan kita untuk melihat secara agregat bagaimana dunia memandang negara-negara soft power teratas.

Indonesia adalah negara kepulauan terbesar di dunia, dengan populasi terbesar keempat dan ekonomi terbesar ketujuh di dunia menurut PPP. Kaya akan warisan, Situs Warisan Dunia UNESCO, dan ekspor. Namun persepsi eksternal masih relatif lemah karena kurangnya pesan branding bangsa yang konsisten dan kuat.

Untuk memperkuat soft power Indonesia, diperlukan narasi yang jelas dalam komunikasi global untuk meningkatkan persepsi dan Familiarity bangsa di seluruh dunia internasional. Ini harus dilakukan dengan koordinasi yang erat di berbagai pemangku kepentingan terkait dan difasilitasi melalui dukungan keuangan untuk kampanye global.

Kampanye GREAT Inggris telah menjadi kesuksesan global yang luar biasa dalam penyampaian pesan terpadu dengan memanfaatkan semua tuas pemerintahan yang berbeda melalui penggunaan iklan, acara, PR, dan media sosial.

Kampanye GREAT diinvestasikan dalam jumlah besar dan diukur untuk mengidentifikasi dampaknya pada citra Inggris di luar negeri dan ekonominya di dalam negeri.

Kampanye yang dijalankan dengan baik akan lebih dari sekadar membayar sendiri.

Potensi untuk memperkuat kekuatan lunak Indonesia sangat besar dan dapat diwujudkan dengan mengadopsi pendekatan pesan serupa untuk kampanye GREAT. Dengan menonjolkan kuliner Indonesia, potensi ekonomi, warisan, ekowisata dan keanekaragaman alam, Indonesia dapat meningkatkan persepsi dan kesadarannya.

Salah satu pendekatan menarik yang dapat diambil Indonesia untuk membujuk orang untuk berkunjung, adalah dengan mengadopsi arah sukses Selandia Baru untuk membuka lokasinya untuk akses ke sutradara film dan perusahaan produksi, dan mempublikasikan Indonesia sebagai ikon untuk taman alam, pantai, dan kota warisannya.

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Infographics Guiding Principles to Propelling Indonesian Soft Power

Current Stage

Desired outcome

Stage 01

Stage 02

Stage 03

Stage 04

Inaugural UK Indonesia Soft Power Forum

Strategic Roadmap

Execution

Impact

Output of the focus group discussions are assembled to provide short term, tactical solutions and long term, strategic solutions to develop Indonesia’s influence and attractiveness

The development of an umbrella policy to coordinate soft power assets and effective mobilisation

Indonesia improves its Global Soft Power Index rank

In April 2021, Indonesian leaders across G20 and ASEAN nations participated in focus group discussions to explore Indonesian soft power and share their perspectives and recommendations

Nation Branding Campaign

With the aid of a new umbrella policy, the Indonesian Ministry of Foreign Affairs should craft and coordinate a nation branding campaign designed to showcase the strengths of Indonesia and the value Indonesia can offer to the world through its 7 soft power pillars.

International Relations

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Culture & Heritage

Media & Communication

Business & Trade

Governance

Education & Science

People & Values

Executive Summary How can Indonesia leverage global dynamics as opportunities to strengthen its soft power in the coming decades?

Bagaimana Indonesia dapat memanfaatkan perkembangan dan dinamika global sebagai peluang untuk memperkuat soft power pada dekade mendatang?

The UK-Indonesia Soft Power Forum recognises that soft power diplomacy is a powerful tool that can be wielded to achieve national goals and set agendas in an international forum. According to Brand Finance’s Global Soft Power Index released in February 2021, Indonesia still ranks 45th of 100 nations. Meanwhile, Indonesia’s partner, the United Kingdom, ranks 3rd globally. This poses an opportunity for Indonesia to learn best practices from the United Kingdom as a soft power leader.

Indonesia Soft Power Forum melihat bahwa diplomasi Soft Power merupakan kemampuan yang sangat signifikan dalam meningkatkan pengaruh Indonesia secara global untuk mencapai tujuan dan agenda nasional bangsa di forum internasional. Berdasarkan Global Soft Power Index yang diselenggarakan oleh Brand Finance di Inggris pada Februari 2021, Indonesia masih menempati peringkat 45 dari 100 negara di dunia.

Sedangkan mitra Indonesia yaitu Inggris menempati peringkat ke-3. Hal ini menjadi peluang bagi Indonesia untuk mempelajari praktik terbaik dari Inggris Raya.

Following up from a focus group discussion on soft power organized by the Indonesian Ministry of Foreign Affairs, the forum was hosted with the aim to explore the extent of Indonesia’s Soft Power potential, and facilitated the exchange between Indonesia and the UK’s experiences in soft power diplomacy.

By inviting over 20+ Indonesian leaders from various sectors across G20 and ASEAN countries, the forum has identified challenges and opportunities in developing Indonesia’s soft power through the 7 main pillars of soft power developed by Brand Finance in their Global Soft Power Index 2021. The 7 pillars represent the building blocks on where nations can derive and exercise their soft power. These pillars are: Business & Trade, Governance, International Relations, Culture & Heritage, Media & Communications, Education & Science, and People & Values. In addition to the 7 pillars, the index also considers a nation’s familiarity, reputation, influence, and Covid-19 response to draw a composite rank for a nation’s soft power.

Drawing upon the focus group discussions in the forum, the exploration of Indonesia’s status quo and trends in Soft Power in the 21st century, the concepts and strategies of each pillar have succeeded in presenting two categories of recommendations that can be considered as strategic considerations for Indonesia.

First, short-term solutions that provide a professional perspective on planning Indonesia’s tactical solutions in increasing the strength of Soft Power. Second, focusing on planning strategic solutions that can encourage the development of soft power as a long-term solution for Indonesia.

The recommendations shared in the forum are presented in this roadmap as considerations for the Government of Indonesia to develop a concrete strategic mapping of soft power to Indonesia propel in the next decade.

Sebagai lanjutan dari rangkaian acara yang diselenggarakan oleh Kemlu RI, forum ini bertujuan untuk mengeksplorasi sejauh mana potensi dan proyeksi Soft Power Indonesia, menjadi wadah untuk memfasilitasi Indonesia dan Inggris untuk saling bertukar pengalaman dalam diplomasi Soft Power.

Dengan mengundang lebih dari 20+ leaders Indonesia dari beragam sektor yang tersebar di berbagai negara G20 dan ASEAN, forum ini telah mengidentifikasi peluang dan tantangan yang difokuskan pada 7 pilar utama soft power yang dikembangkan oleh Brand Finance dalam Global Soft Power Index 2021 mereka. 7 pilar tersebut mewakili blok bangunan di mana negara dapat memperoleh dan menggunakan soft power mereka.

Pilar-pilar tersebut adalah: Bisnis & Perdagangan, Tata Kelola, Hubungan Internasional, Budaya & Warisan, Media & Komunikasi, Pendidikan & Sains, dan Orang & Nilai. Selain 7 pilar, indeks juga mempertimbangkan Familiarity, reputasi, pengaruh, dan respons Covid-19 suatu negara untuk menarik peringkat gabungan untuk soft power suatu negara.

Berdasarkan hasil FGD yang telah dilakukan, pembahasan mengenai status quo dan tren Soft Power di abad ke-21, konsep dan strategi dari masing-masing area berhasil menyajikan dua kategori rekomendasi yang dapat menjadi pertimbangan strategis Indonesia. Pertama, yaitu solusi jangka pendek yang menyajikan perspektif para profesional mengenai perencanaan solusi taktis indonesia dalam meningkatkan kekuatan Soft Power.

Kedua, berfokus pada perencanaan solusi strategis yang dapat mendorong pengembangan kekuatan Soft Power sebagai solusi jangka panjang bagi Indonesia.

Sebagai penutup, para penyelenggara berharap hasil rekomendasi yang disajikan dari rangkaian forum ini dapat menjadi pertimbangan kebijakan bagi Pemerintah Indonesia untuk merealisasikan pemetaan strategis Soft Power Indonesia dalam dekade mendatang.

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Introduction What is Soft Power?

Apa itu soft power?

Influence is everything in international relations. Coined in the late 1980s, the term “soft-power” is known as the ability for a nation to persuade others without the use of force or coercion. Eschewing the traditional forces of hard-power in the form of threats and payments, soft-power leverages a nation’s institutions, culture, and politics as tools to attract and persuade other nations to achieve a range of foreign policy objectives. However, soft power in isolation has its own set of limitations, and therefore a nation must exercise both soft and hard power effectively to generate the desired level of influence internationally.

Pengaruh adalah segalanya dalam hubungan internasional. Diciptakan pada akhir 1980-an, istilah “soft-power” dikenal sebagai kemampuan suatu negara untuk membujuk orang lain tanpa menggunakan kekerasan atau paksaan. Menghindari kekuatan tradisional dari kekuatan keras dalam bentuk ancaman dan pembayaran, kekuatan lunak memanfaatkan institusi, budaya, dan politik suatu negara sebagai alat untuk menarik dan membujuk negara lain untuk mencapai berbagai tujuan kebijakan luar negeri. Namun, kekuatan lunak dalam isolasi memiliki batasannya sendiri, dan oleh karena itu suatu negara harus menggunakan kekuatan lunak dan keras secara efektif untuk menghasilkan tingkat pengaruh yang diinginkan secara internasional.

Nations that are more proficient at wielding soft-power to facilitate positive collaboration will be best placed to weather the shifting landscapes and inherent uncertainty of rebalances in the world order, and ultimately empowers them to shape global events.

The Inaugural UK-Indonesia Soft Power Forum 2021: Propelling Indonesia’s Soft Power in the Next Decade is a follow up event from a previous focus group discussion in 2020 hosted by Indonesia’s Ministry of Foreign Affairs (MoFA) to discuss the opportunities and strategies to leverage Indonesian diaspora, professionals overseas, youths, press and media as Indonesia’s soft power assets, along with the recently launched Global Soft Power Index 2021 by Brand Finance, earlier in February 2021. The Soft Power Forum 2021 was aimed to explore Indonesia’s soft power, learn best practices from the UK that has consistently been a global leader, and to obtain recommendations from senior policymakers and practitioners across a variety of organisations and expertise.

The Global Soft Power Index 2021 was constructed by considering 5 key areas: familiarity, reputation, influence, 7 soft power pillars, and Covid-19 Response. The 7 pillars represent the building blocks on where nations can derive and exercise their soft power. These pillars are: Business & Trade, Governance, International Relations, Culture & Heritage, Media & Communications, Education & Science, and People & Values.

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Negara-negara yang lebih mahir menggunakan soft-power untuk memfasilitasi kolaborasi positif akan ditempatkan paling baik untuk mengatasi lanskap yang bergeser dan ketidakpastian yang melekat pada penyeimbangan kembali dalam tatanan dunia, dan pada akhirnya memberdayakan mereka untuk membentuk peristiwa global.

The Inaugural UK-Indonesia Soft Power Forum 2021: Propelling Indonesia’s Soft Power in the Next Decade merupakan tindak lanjut dari focus group discussion pada tahun 2020 yang diselenggarakan oleh Kementerian Luar Negeri Indonesia (Kemenlu) untuk membahas peluang dan strategi untuk memanfaatkan bahasa Indonesia. diaspora, profesional di luar negeri, pemuda, pers dan media sebagai aset soft power Indonesia, bersama dengan Global Soft Power Index 2021 yang baru saja diluncurkan oleh Brand Finance, pada awal Februari 2021.

Soft Power Forum 2021 bertujuan untuk mengeksplorasi soft power Indonesia, belajar terbaik praktik dari Inggris yang secara konsisten menjadi pemimpin global, dan untuk mendapatkan rekomendasi dari pembuat kebijakan senior dan praktisi di berbagai organisasi dan keahlian.

Nation brand management*

Manajemen merek nasional*

What specifically can and should governments do to assess and improve their brand strength and soft power credentials? A good understanding of existing reputation, brand equity, and the misperceptions which need to be corrected is the first step for effective brand-building and utilisation of a nation’s soft power. Therefore, the starting point is to use soft power measurement to diagnose a nation’s strengths and weaknesses. This in turn helps governments set priorities to improve global reputation and guide policy strategy.

Apa yang secara khusus dapat dan harus dilakukan pemerintah untuk menilai dan meningkatkan kekuatan merek dan kredensial soft power mereka? Titik awalnya adalah menggunakan pengukuran soft power untuk mendiagnosis kekuatan dan kelemahan suatu negara.

Hal ini pada gilirannya membantu pemerintah menetapkan prioritas untuk meningkatkan reputasi global dan memandu strategi kebijakan.

Benchmarking and accountability are important to ensure projects deliver tangible returns. Another key application of soft power and nation brand strength data concerns communication and education. In some cases, soft power and nation brand strength may be constrained because of poor communication of a nation’s strengths and resources. However, this is often easily addressed with a communications strategy.

FIGURE 1

Tolok ukur dan akuntabilitas penting untuk memastikan proyek memberikan hasil yang nyata. Penerapan kunci lainnya menyangkut komunikasi dan pendidikan.

Dalam beberapa kasus, kekuatan lunak dan keefektifan merek dapat dibatasi karena komunikasi yang buruk dari kekuatan dan sumber daya suatu negara. Namun, hal ini seringkali dengan mudah diatasi dengan strategi komunikasi. Pemahaman yang baik tentang reputasi yang ada, ekuitas merek, dan kesalahan persepsi yang perlu diperbaiki adalah langkah pertama untuk membangun merek yang efektif dan memanfaatkan kekuatan lunak suatu negara.

INSIGHT Strengths & weaknesses STRATEGY for policy setting

Nation Brand Managers, Policy Makersm Goverments

BENCHMARKING for performance tracking ACCOUNTABILITY for budgets and ROI measurement COMMUNICATION to key stakeholders EDUCATION for engagement

The UK’s GREAT campaign is a lauded example of a more integrated nation branding approach guided by an overarching marketing communications strategy.

The campaign brought together over 20 government departments including the Department for International Trade, VisitBritain, and the Foreign & Commonwealth Office, with a clear overarching theme: that Britain is a dynamic, creative, and outward-looking nation which is open for business. A variety of different specific campaigns are run under the GREAT brand, promoting tourism, education, trade, and investment, across a diverse range of target audiences.

Kampanye GREAT Inggris adalah contoh yang baik dari pendekatan pencitraan merek nasional yang lebih terintegrasi. Kampanye tersebut mempertemukan lebih dari 20 departemen pemerintah termasuk Departemen Perdagangan Internasional, VisitBritain dan Kementrian Luar Negeri, dengan tema menyeluruh yang jelas: bahwa Inggris adalah negara yang dinamis, kreatif, dan berwawasan ke luar yang terbuka untuk bisnis.

Beragam kampanye spesifik yang berbeda dijalankan di bawah merek GREAT, mempromosikan pariwisata, pendidikan, perdagangan, dan investasi, di berbagai audiens target.

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Brand Finance’s analysis placed a value of £217m on the GREAT campaign in 2017, with over £4bn of economic returns secured and a return on investment of 20:1.

GREAT has been influential globally in demonstrating the value of an integrated nation brand, and this is the path taken by more and more nations in recent years.

And the link between marketing a nation brand and growing its global impact is evidenced in the data. Our Global Soft Power Index research has shown a clear correlation between Familiarity and perceived Influence – the more familiar the public is with a nation brand, the more influential it is considered. The top 10 nations for Familiarity also make up the top 10 for Influence. Indonesia comes mid-ranking for Familiarity (44th) and – similar to many other nations of which the public does not know enough – its potential to grow Influence from the current level (46th) remains constrained. Soft power rests on Familiarity and the easiest way to increase it is through informed, integrated, and targeted marketing communications.

Analisis Brand Finance menempatkan nilai £ 217 juta pada kampanye GREAT di tahun 2017, dengan pengembalian ekonomi sebesar £ 4 miliar dijamin dan laba atas investasi 20: 1. GREAT telah berpengaruh secara global dalam menunjukkan nilai merek bangsa yang terintegrasi, dan ini adalah jalan yang diambil oleh lebih banyak negara dalam beberapa tahun terakhir.

Relevansi, kepentingan, dan dampak nation branding dan soft power tidak mungkin diabaikan. Pemerintah dan perusahaan sama-sama dapat menggunakan pemahaman mereka tentang bagaimana bangsa mereka dipandang untuk memanfaatkan potensinya dan memperkuat manfaat yang dapat dicapai oleh kebijakan dan strategi.

FIGURE 2

To conclude, the relevance, importance, and impact of nation branding and soft power are impossible to ignore. Governments and corporates alike can use their understanding of how their nation brand is perceived to unlock its potential and seize opportunities otherwise missed. Leveraging such analysis to formulate an integrated marketing strategy can be expected to deliver tangible benefits to the country in tourism, trade, investment, and all other areas where nation brand plays a role.

*A contribution by Parul Soni, Associate at Brand Finance

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Mengidentifikasi kekuatan dan kelemahan suatu negara untuk meningkatkan infrastruktur, kerangka kerja, dan kebijakan atau untuk mengatasi kesalahpahaman, akan memungkinkan negara, perusahaan, dan rakyatnya untuk mencapai potensi dan peluang akses mereka jika tidak terlewatkan. Pada gilirannya, menggunakan analisis tersebut sebagai dasar untuk merumuskan strategi terpadu yang koheren untuk membangun merek bangsa yang kuat diharapkan dapat memberikan manfaat nyata bagi negara.

Indonesia’s Global Soft Power Index Results*

Hasil Global Soft Power Index 2021 Indonesia*

Indonesia ranks 45th out of 105 nation brands analysed in the Global Soft Power Index. Its overall score increased by 0.9 points – from 33.4 in 2020 to 34.3 in 2021.

Indonesia menempati peringkat ke-45 dari 105 merek bangsa yang dianalisis dalam Global Soft Power Index.

Skor keseluruhannya meningkat 0,9 poin – dari 33,4 pada 2020 menjadi 34,3 pada 2021.

The nation places mid-ranking for all measures, with the overall Familiarity (44th), Reputation (46th), and Influence (46th) scores highest, and the Media & Communication (67th) score lowest. Its efforts to address the COVID-19 crisis have not seen enough recognition and ranked 60th.

Among specific statements, Indonesia’s higher scores on food the world loves, appealing lifestyle, good relations with other countries, products and brands the world loves, and future growth potential stand out in particular.

However, the perceptions of Indonesia’s nation brand are on the whole below a level that could be expected of one of the world’s most populous and largest economies. One of the main challenges for Indonesia remains its relatively low Familiarity, which is a leading indicator of the Influence a nation is able to project.

Building Familiarity should be an immediate priority for Indonesia to communicate its strengths as a nation.

A robust nation brand and soft power policy seems necessary to improve the understanding of Indonesia’s cultural and economic assets globally.

Negara ini menempatkan peringkat menengah untuk semua ukuran, dengan untuk semua ukuran, dengan nilai keseluruhan untuk Familiarity (44), Reputasi (46), dan Pengaruh (46) skor tertinggi, dan Media & Komunikasi (67) skor terendah. Upayanya untuk mengatasi krisis COVID-19 belum melihat pengakuan yang cukup dan berada di peringkat ke-60.

Di antara pernyataan spesifik, skor Indonesia yang lebih tinggi pada makanan yang disukai dunia, gaya hidup yang menarik, hubungan baik dengan negara lain, produk dan merek yang disukai dunia, dan potensi pertumbuhan di masa depan menonjol pada khususnya.

Namun, persepsi merek bangsa Indonesia secara keseluruhan berada di bawah tingkat yang dapat diharapkan dari salah satu ekonomi terbesar dan terpadat di dunia. Salah satu tantangan utama bagi Indonesia adalah masih rendahnya Familiarity, yang merupakan indikator utama dari Pengaruh yang dapat diproyeksikan oleh suatu bangsa. Membangun Familiarity harus segera menjadi prioritas bagi Indonesia untuk mengkomunikasikan kekuatannya sebagai sebuah bangsa. Kebijakan merek bangsa dan kekuatan lunak yang kuat tampaknya diperlukan untuk meningkatkan pemahaman tentang aset budaya dan ekonomi Indonesia secara global.

*A contribution by Parul Soni, Associate at Brand Finance

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Status Quo What is the latest state of affairs in Indonesia’s soft power?

Business & Trade • ASEAN is a highly connected region, with intra-Asia flow representing 60% of trade. Itis a fast-growing consumption market that is expected to fuel 50% of global growth across 2020-30. Indonesia stands to benefit most from the growth of emerging markets.

However, its soft power is currently still lagging behind smaller neighbouring countries.

• Subpar branding and strategic positioning of Indonesian businesses on the global market due to the lack of understanding of international demands and financial constraints. Indonesia doesn’t dedicate enough R&D to understand how it can compete against other countries in the global market.

• Lack of investment in technology and digitisation that could enable global connectedness (e.g. e-commerce, cryptocurrency).

Governance • Effort needed to improve public awareness around the importance and benefits of foreign investments for Indonesia.

• Effort needed to centralise identification of sectors of priority and sustainability KPIs. • Effort needed to strengthen communication and coordination internally among government agencies as well as between public and private stakeholders to collaborate on cross-sectoral initiatives.

International Relations • Investors’ perception that investing in emerging markets is highly risky due to market volatility and structural issues such as opaque policies and bureaucratic inefficiency.

• Effort needed to provide a consistent and cohesive national branding identity, including a robust framework on ESG/climate policies. As the largest ASEAN country, there is an opportunity to lead the sustainability agenda.

For example, Indonesia is lagging behind on developing its nickel exporting capabilities, even though it is a key element of the move to electric-based vehicles. There is a discrepancy between what Indonesia is able to provide and what is communicated to the international market.

• MoFA’s Technical Cooperation directorate has led programs to provide technical training and workshops with partner nations on a range of bilateral and multilateral issues. These programs can act as a strong lever to develop recognition in Indonesia as a trusted adviser. Developing this further requires a concerted effort to map and measure the programs tangible and intangible impact to be able to chart and fund the most impactful programs.

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Bagaimana keadaan terkini dalam soft power Indonesia?

Bisnis & Perdagangan • ASEAN adalah kawasan yang sangat terhubung, dengan aliran intra-Asia mewakili 60% perdagangan. Ini adalah pasar konsumsi yang tumbuh cepat yang diharapkan dapat mendorong 50% pertumbuhan global pada tahun 2020-30. Indonesia akan mendapat manfaat paling besar dari pertumbuhan pasar negara berkembang. Namun, soft powernya saat ini masih tertinggal dari negara tetangga yang lebih kecil seperti Singapura dan Malaysia.

• Branding dan posisi strategis bisnis Indonesia di bawah standar di pasar global karena kurangnya pemahaman tentang permintaan internasional dan kendala keuangan. Indonesia tidak mendedikasikan cukup R&D untuk memahami bagaimana Indonesia dapat bersaing dengan negara lain di pasar global.

• Kurangnya investasi dalam teknologi dan digitalisasi yang dapat memungkinkan keterhubungan global (misalnya e-commerce, cryptocurrency).

Tata Kelola • Kurangnya kesadaran masyarakat tentang pentingnya dan manfaat investasi asing bagi Indonesia.

• Kurangnya identifikasi terpusat dari sektor prioritas dan “sustainability” KPIs. • Kurangnya komunikasi dan koordinasi internal antar instansi pemerintah serta antara pemangku kepentingan publik dan swasta untuk berkolaborasi dalam prakarsa lintas sektor.

Hubungan Internasional • Persepsi investor bahwa berinvestasi di pasar negara berkembang sangat berisiko karena volatilitas pasar dan masalah struktural seperti kebijakan yang tidak jelas dan inefisiensi birokrasi.

• Kurangnya identitas merek nasional yang konsisten dan kohesif, termasuk kerangka kerja yang kuat tentang kebijakan LST / iklim. Sebagai negara ASEAN terbesar, ada peluang untuk memimpin agenda keberlanjutan.

Misalnya, Indonesia tertinggal dalam mengembangkan kemampuan ekspor nikelnya, meskipun itu adalah elemen kunci dari perpindahan ke kendaraan berbasis listrik. Ada ketidaksesuaian antara apa yang mampu Indonesia sediakan dan apa yang dikomunikasikan ke pasar internasional.

• Direktorat Kerja Sama Teknis Kementerian Luar Negeri telah memimpin program untuk memberikan pelatihan teknis dan lokakarya dengan negara-negara mitra mengenai berbagai masalah bilateral dan multilateral.

Program-program ini dapat menjadi pendorong yang kuat untuk mengembangkan pengakuan di Indonesia sebagai penasihat tepercaya. Untuk mengembangkannya lebih jauh, diperlukan upaya bersama untuk memetakan dan mengukur program dampak nyata dan tidak berwujud agar dapat memetakan dan mendanai program yang paling berdampak.

What is the latest state of affairs in Indonesia’s soft power?

Culture & Heritage

Bagaimana keadaan terkini dalam soft power Indonesia?

Budaya & Warisan

• One of Indonesia’s strengths is its pervasive creative and innovative culture. The development of the start-up ecosystem over the past decade and the rise of unicorns and decacorns are just some of the evidences. However, according to the Global Innovation Index 2020, Indonesia still ranks 85 out of 113 countries, lagging behind a number of regional peers such as Malaysia (33), Vietnam (42), Thailand (40), and Philippines (50). Building and productionising the innovation and agile culture, can help the international community recognize Indonesia as a hub for innovation.

• Salah satu kekuatan Indonesia adalah budaya kreatif dan inovatif yang tersebar luas. Perkembangan ekosistem startup selama dekade terakhir dan munculnya unicorn dan decacorn hanyalah beberapa buktinya. Namun menurut Global Innovation Index 2020, Indonesia masih menduduki peringkat 85 dari 113 negara, tertinggal dari sejumlah negara tetangga seperti Malaysia (33), Vietnam (42), Thailand (40), dan Filipina (50). Membangun dan memproduksi inovasi dan budaya gesit, dapat membantu komunitas internasional mengenali Indonesia sebagai pusat inovasi.

• Indonesia’s culinary exports, such as spice packets, has thus far paved way to introduce the Indonesian palette abroad. To solidify the geographical indication of local spices, Indonesia should look beyond serving individual customers and fill the gaps of wholesale supply to Indonesian restaurants globally.

• Begitu pula dengan ekspor kuliner Indonesia, seperti bumbu bungkusan, selama ini membuka jalan untuk memperkenalkan palet Indonesia di luar negeri. Untuk memperkuat indikasi geografis dari rempah-rempah lokal, Indonesia harus melihat lebih dari sekedar melayani pelanggan perorangan dan mengisi kesenjangan pasokan grosir ke restoran Indonesia secara global

Media & Communications • Covid-19 accelerated social media’s prominence as a person’s main source of daily news. This brings a variety of challenges and threats to society, particularly in the emergence and spread of unreliable information. The role of traditional media, as Indonesia’s main provider of news, is to remain steadfast as a trusted champion for truth, clarity and solutions. The media community should continue to generate content that is meaningful and educational by delivering empathetic, sentimental, and intimate values through media broadcasting.

Education & Science

Media & Komunikasi • Covid-19 mempercepat popularitas media sosial sebagai sumber utama berita harian seseorang. Hal ini membawa berbagai tantangan dan ancaman bagi masyarakat, terutama dalam munculnya dan penyebaran informasi yang tidak dapat dipercaya. Peran media tradisional, sebagai penyedia berita utama di Indonesia, adalah tetap teguh sebagai pendukung kebenaran, kejelasan, dan solusi tepercaya. Komunitas media harus terus menghasilkan konten yang bermakna dan mendidik dengan menyampaikan nilai-nilai empati, sentimental, dan Familiarity melalui siaran media.

Pendidikan & Sains

• The scientific diaspora needs to be more empowered in order to strengthen collaboration in education, research and innovation that is in line with Indonesia’s national interests, including health cooperation as an urgent sector in the midst of a pandemic.

• Diaspora ilmiah perlu lebih diberdayakan guna memperkuat kolaborasi di bidang pendidikan, penelitian, dan inovasi yang sejalan dengan kepentingan nasional Indonesia, termasuk kerja sama kesehatan sebagai sektor yang mendesak di tengah pandemi.

• The government has conducted a number of innovative ventures to drive Indonesia’s research including the development of a “research powerhouse” through international research collaboration, simplification of tax reduction schemes for research, and building national research priorities. Various threats exist that could severely disrupt civil society if not addressed, or by the least, would set Indonesia behind. Urgent threats to highlight are: climate change risks and sustainable energy. Dominating research in this domain would solidify Indonesia’s status as a research powerhouse.

• Pemerintah telah melakukan sejumlah upaya inovatif untuk mendorong penelitian Indonesia termasuk pengembangan “research powerhouse” melalui kolaborasi penelitian internasional, penyederhanaan skema pengurangan pajak untuk penelitian, dan membangun prioritas penelitian nasional. Berbagai ancaman ada yang dapat sangat mengganggu masyarakat sipil jika tidak ditangani, atau paling tidak, akan membuat Indonesia tertinggal. Ancaman mendesak untuk disoroti adalah: risiko perubahan iklim dan energi berkelanjutan. Mendominasi penelitian dalam domain ini akan memperkuat status Indonesia sebagai pusat kekuatan penelitian.

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What is the latest state of affairs in Indonesia’s soft power?

Bagaimana keadaan terkini dalam soft power Indonesia?

People & Values

Manusia & Nilai

• A British Council survey indicates that young Indonesians selected humanity, religion, and tolerance as the most important values to uphold in the 21st century. In the UK, the same question returned human rights, respect, peace, and environment as the most important values.

Understanding the priorities across the international community and developing them will serve to position Indonesia as a values-driven soft power leader.

• Languages, serving as a symbol of national identity of the people, can be utilised as a source of soft power. The Ministry of Education and Culture recently developed the Bahasa Indonesia for Foreign Speakers program (BIPA) which will run from 2021 to 2024. This program drives Bahasa Indonesia to the global sphere by familiarising the language to foreign speakers.

• Proactive engagement in solving global issues has strengthened global solidarity and international collaboration with Indonesia. Collaborations specifically around health issues, such as the Covid-19 response, will continue to develop international trust and Indonesia’s soft power. The main challenge is maintaining this momentum in the rest of the decade, post-covid, and across other segments of society.

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• Survei British Council menunjukkan bahwa anak muda Indonesia memilih kemanusiaan, agama, dan toleransi sebagai nilai terpenting untuk dijunjung di abad ke-21.

Di Inggris, pertanyaan yang sama mengembalikan hak asasi manusia, rasa hormat, perdamaian, dan lingkungan sebagai nilai yang paling penting. Memahami prioritas di seluruh komunitas internasional dan mengembangkannya akan menempatkan Indonesia sebagai pemimpin kekuatan lunak yang digerakkan oleh nilai.

• Bahasa yang menjadi simbol jati diri bangsa dapat dimanfaatkan sebagai sumber soft power.

Kementerian Pendidikan dan Kebudayaan baru-baru ini mengembangkan program Bahasa Indonesia untuk Penutur Asing (BIPA) yang akan berlangsung dari tahun 2021 hingga 2024. Program ini mendorong Bahasa Indonesia ke ranah global dengan mengenalkan bahasa tersebut kepada penutur asing.

• Keterlibatan proaktif dalam menyelesaikan masalah global telah memperkuat solidaritas global dan kolaborasi internasional dengan Indonesia. Kolaborasi khusus seputar masalah kesehatan, seperti penanggulangan Covid-19, akan terus menumbuhkan kepercayaan internasional dan soft power Indonesia. Tantangan utamanya adalah mempertahankan momentum ini di sisa dekade ini, pasca-COVID-19, dan di seluruh segmen masyarakat lainnya.

Short-Term Recommendations What tactical solutions can Indonesia adopt to improve its soft power?

Business & Trade • Deliver a clear and consistent nation brand: Generate an international and consistent communication strategy to showcase Indonesia’s positive virtues, economy, and businesses. Utilise Indonesian multinationals with extensive experience in branding itself internationally to share its best practices.

• Educating the public on the benefits of foreign investments: Increase the public’s awareness around the benefits of foreign investments in the Indonesian economy and Special Economic Zones.

• Leverage its role in free trade agreements, i.e. RCEP, IACEPA: Indonesia with its sizable economy and exports of key raw materials used globally, should further leverage this position to drive favourable trade agendas.

Governance • Communicate a common understanding of soft power: Cultivate awareness on the importance and role of government institutions in driving soft power influence by aligning the message in a widespread communication or education program.

• Balancing the use of soft power and hard power to influence the global perception of Indonesia: Develop a framework to map and classify policy measures and instruments, on the spectrum of soft and hard power.

This framework can enable a robust mechanism to direct the government to utilise the most effective policy for a particular foreign policy ambition.

International Relations • Leverage Indonesia’s position as one of the leading EM nations: Take a more active and leadership role in international partnerships to generate influence in regional affairs. Indonesia’s position as a member of G20 has given a new responsibility to contribute in international aid (giving while receiving) • Form Public-Private Partnerships: Widen the channels for economic diplomacy by forging new partnerships between state and non-state actors, by implementing international coordination programs. This includes expanding programs delivered by the Technical Cooperation Directorate in MoFA (KST) to more areas where Indonesia is leading in e.g. digital technology and fintech environment.

Solusi taktis apa yang dapat diadopsi Indonesia untuk meningkatkan soft powernya?

Bisnis & Perdagangan • Memberikan merek bangsa yang jelas dan konsisten: Ciptakan strategi komunikasi internasional dan konsisten untuk menunjukkan kebajikan, ekonomi, dan bisnis Indonesia yang positif. Memanfaatkan perusahaan multinasional Indonesia dengan pengalaman luas dalam merek sendiri secara internasional untuk berbagi praktik terbaiknya.

• Mengedukasi masyarakat tentang manfaat investasi asing: Meningkatkan kesadaran masyarakat tentang manfaat investasi asing dalam perekonomian Indonesia dan Kawasan Ekonomi Khusus • Memanfaatkan peran dalam perjanjian perdagangan bebas, yaitu RCEP, IA-CEPA: Indonesia dengan ekonominya yang cukup besar dan ekspor bahan baku utama yang digunakan secara global, harus lebih meningkatkan posisi ini untuk mendorong agenda perdagangannya.

Tata Kelola • Komunikasikan pemahaman umum tentang soft power: Menumbuhkan kesadaran tentang pentingnya dan peran lembaga pemerintah dalam mendorong pengaruh soft power dengan menyelaraskan pesan dalam komunikasi atau program pendidikan yang tersebar luas.

• Menyeimbangkan penggunaan soft power dan hard power untuk mempengaruhi persepsi global tentang Indonesia: Kembangkan kerangka kerja untuk memetakan dan mengklasifikasikan langkah-langkah dan instrumen kebijakan, pada spektrum kekuatan lunak dan keras. Kerangka kerja ini dapat memungkinkan mekanisme yang kuat untuk mengarahkan pemerintah untuk menggunakan kebijakan yang paling efektif untuk ambisi kebijakan luar negeri tertentu.

Hubungan Internasional • Memanfaatkan posisi Indonesia sebagai salah satu negara EM terkemuka: Ambil peran yang lebih aktif dan kepemimpinan dalam kemitraan seperti RECP untuk menghasilkan pengaruh dalam urusan regional.

• Membentuk Kemitraan Pemerintah-Swasta: Memperluas saluran diplomasi ekonomi dengan menjalin kemitraan baru antara aktor negara dan non-negara, dengan melaksanakan program koordinasi internasional. Ini termasuk memperluas program yang disampaikan oleh Direktorat Kerjasama Teknis di Kementerian Luar Negeri (KST) ke lebih banyak wilayah di mana Indonesia kuat misalnya. teknologi digital dan fintech.

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What tactical solutions can Indonesia adopt to improve its soft power?

Culture & Heritage • Establish Indonesia’s culinary brand as a leader amongst its peers: Exporting Indonesian cuisine more widely by funding and marketing Indonesian food and chefs working abroad. Upskill entrepreneurs willing to set up restaurants or food businesses abroad, and facilitate a streamlined process to support them in their journey.

Media & Communications • Media to lead in generating solutions: Enact a common responsibility of media partners to support the process in generating solutions through its programs. Work with private and public media groups to support them in highlighting Indonesia’s successes while ensuring independence to deliver critical news.

• Media to support promotion of Indonesia: Media to elevate Indonesia’s profile to external observers through special coverages and interviews.

Education & Science • Enabling science as a tool for diplomacy: MoFA to empower academic diasporas by lobbying partner countries to strengthen research collaboration and to bring Indonesian achievements in the sciences to the global scene. .

• Streamlining intra-organisational collaboration: Engaging and collaborating with diaspora researchers and academics by reforming the process to set up and maintain intra-organisational collaboration, both nationally and internationally.

• Build a pipeline of future science leaders: Prioritising teaching international fellowship and scholarship BIPA 2021-24.

People & Values • Run a value ownership study: MoFA should help set up a “value ownership” research study to compare the values associated across different institutions (e.g. cultural, diplomatic, etc) and test the alignment between those values against the societies or communities they serve. This would uncover whether certain values overlap or are underdeveloped, and hence this study could help improve the effectiveness of Indonesia’s cultural engagements.

• Upskill the youth on entrepreneurship: Innovation must be nurtured early and promoted as a core part of the national identity and spirit.

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Solusi taktis apa yang dapat diadopsi Indonesia untuk meningkatkan soft powernya?

Budaya & Warisan • Menetapkan merek kuliner Indonesia sebagai yang terdepan di antara negara-negara lain: Mengekspor masakan Indonesia secara lebih luas dengan mendanai dan memasarkan makanan Indonesia dan koki yang bekerja di luar negeri. Pengusaha dengan keterampilan tinggi yang bersedia mendirikan restoran atau bisnis makanan di luar negeri, dan memfasilitasi proses yang efisien untuk mendukung mereka dalam perjalanan mereka.

Media & Komunikasi • Media untuk memimpin dalam menghasilkan solusi: Menetapkan tanggung jawab bersama dari mitra media untuk mendukung proses dalam menghasilkan solusi melalui programnya. Bekerja dengan kelompok media swasta dan publik untuk mendukung mereka dalam menyoroti keberhasilan Indonesia sambil memastikan kemerdekaan untuk menyampaikan berita kritis.

• Media untuk mendukung promosi Indonesia: Media untuk mengangkat profil Indonesia ke pengamat eksternal melalui liputan khusus dan wawancara.

Pendidikan & Sains • Mengaktifkan sains sebagai alat diplomasi: Kemenlu memberdayakan diaspora akademik dengan melobi negara-negara mitra untuk memperkuat kolaborasi penelitian dan membawa prestasi Indonesia di bidang sains ke kancah global.

• Merampingkan kolaborasi intra-organisasi: Melibatkan dan berkolaborasi dengan peneliti dan akademisi diaspora dengan mereformasi proses untuk mengatur dan memelihara kolaborasi intra-organisasi, baik secara nasional maupun internasional.

• Bangun jalur pemimpin sains masa depan: Prioritaskan pengajaran beasiswa dan beasiswa internasional Bahasa Indonesia untuk Penutur Asing (BIPA) 2021-24.

Manusia & Nilai • Menjalankan studi kepemilikan nilai: Kementerian Luar Negeri harus membantu menyiapkan studi penelitian “value ownership” untuk membandingkan nilai-nilai yang terkait di berbagai lembaga (misalnya budaya, diplomatik, dll) dan menguji keselarasan antara nilainilai tersebut dengan masyarakat atau komunitas yang mereka layani. Ini akan mengungkap apakah nilai-nilai tertentu tumpang tindih atau terbelakang, dan karenanya studi ini dapat membantu meningkatkan efektivitas keterlibatan budaya Indonesia.

• Meningkatkan keterampilan kewirausahaan kaum muda: Inovasi harus dipupuk sejak dini dan dipromosikan sebagai bagian inti dari jati diri dan semangat nasional.

Long Term Recommendations What strategic solutions can propel Indonesia’s soft power?

Business & Trade • Drive the sustainability agenda: Formulate a policy framework focused towards developing a sustainability metric, such as a carbon score, for business to adopt.

This is to ascertain global confidence in Indonesia’s commitment towards a sustainable future and re-centre public perception on the responsible use of capital to generate growth sustainably.

• Set up Indonesia as a hub for the digital and creative economy: Collaborate closely with millennials and the younger population as sources of insight and inspiration to help shape the next generation of the digital and creative marketplace. Support funding and investments to further develop this space.

• Distribute technology more evenly across socioeconomic and regional borders: Indonesia must facilitate connectivity and access to technology to further develop productivity in business and trade, including maximising the diaspora network to support export market penetration as well as investing in infrastructure.

• Prioritise spending on R&D to improve understanding of international market demands and product competitiveness: To improve competitiveness, Indonesia needs to reduce the lag in adopting scientific and technological advances typically generated in developed nations. This can be achieved by driving research to explore the international market landscape and key points for opportunity.

Governance

Solusi strategis apa yang dapat mendorong kekuatan lunak Indonesia?

Bisnis & Perdagangan • Mendorong agenda keberlanjutan: Merumuskan kerangka kebijakan yang berfokus pada pengembangan metrik keberlanjutan, seperti skor karbon, untuk diadopsi oleh bisnis. Hal ini untuk memastikan kepercayaan global terhadap komitmen Indonesia menuju masa depan yang berkelanjutan dan memusatkan kembali persepsi publik tentang penggunaan modal yang bertanggung jawab untuk menghasilkan pertumbuhan yang berkelanjutan.

• Jadikan Indonesia sebagai hub bagi ekonomi digital dan kreatif: Berkoordinasi erat dengan generasi milenial dan generasi muda sebagai sumber wawasan dan inspirasi untuk membantu membentuk generasi penerus pasar digital dan kreatif. Dukung pendanaan dan investasi untuk lebih mengembangkan ruang ini.

• Mendistribusikan teknologi secara lebih merata melintasi batas sosial ekonomi dan regional: Indonesia harus memfasilitasi konektivitas dan akses ke teknologi untuk lebih mengembangkan produktivitas dalam bisnis dan perdagangan • Memprioritaskan pengeluaran untuk R&D untuk meningkatkan pemahaman tentang permintaan pasar internasional dan daya saing produk: Untuk meningkatkan daya saing, Indonesia perlu mengurangi ketertinggalan dalam mengadopsi kemajuan ilmu pengetahuan dan teknologi yang biasanya dihasilkan negara maju. Ini dapat dicapai dengan mendorong penelitian untuk menjelajahi lanskap pasar internasional dan poin-poin utama untuk peluang.

Tata Kelola

• Unlock funding through cooperation and innovation: Identify and implement new schemes and sources of funding for multi-stakeholder partnerships.

• Buka pendanaan melalui kerjasama dan inovasi: Identifikasi dan terapkan skema dan sumber pendanaan baru untuk kemitraan multi-pemangku kepentingan.

• Improve coordination between government agencies: Enable synergistic partnerships between relevant government bodies to tackle cross-sectoral issues.

• Meningkatkan koordinasi antar badan pemerintah: Memungkinkan kemitraan sinergis antara badan pemerintah terkait untuk menangani masalah lintas sektor.

International Relations • Become a true partner for international development: Greater funding and cooperation in international development through foreign aid programs to build Indonesia’s reputation as a role model in addressing international issues across the developing world.

• Expanding technical cooperation programs: This includes expanding programs delivered by the Technical Cooperation Directorate in MoFA (KST) to elevate Indonesia’s influence with its international partners.

Hubungan Internasional • Menjadi mitra sejati untuk pembangunan internasional: Pendanaan dan kerja sama yang lebih besar dalam pembangunan internasional melalui program bantuan luar negeri untuk membangun reputasi Indonesia sebagai panutan dalam menangani masalah internasional di negara berkembang • Memperluas program kerja sama teknis: Ini termasuk memperluas program yang disampaikan oleh Direktorat Kerja Sama Teknis di Kementerian Luar Negeri (KST) untuk meningkatkan pengaruh Indonesia dengan mitra internasionalnya.

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What strategic solutions can propel Indonesia’s soft power?

Culture & Heritage • Create the next generation of Indonesia’s storytellers: Upskill the youth in communication and branding by shaping the entrepreneurial and innovation culture as a core part of the Indonesian culture. Create the future of education that is beyond theoretical, and more towards critical thinking, entrepreneurship, and other practical skills.

Media & Communications • Promotion of Indonesia through traditional media: Indonesia must build on its capacity to share its strengths and successes internally, and work closely with the international media community to widen the scope of its outreach and capture a greater number of international audiences on more positive news (e.g., science, ecotourism, etc).

Education & Science • Engage closely in international issues through science: Develop and engage in regional partnerships in key areas such as healthcare and medical research, to better prevent and react to future pandemics.

• Strengthen centres of language abroad: Set up language and cultural centres abroad to represent and showcase the Indonesian culture, language and heritage to the local communities. Engage with British Council to learn best practices.

• Establish Indonesia as a research powerhouse: Strengthen the role of researchers in the National Talent Management programme, as well as establishing Indonesia as a research friendly country to attract more cooperation between scientists/researchers.

• Increase capacity of the public healthcare insurance system: MoFA to lead coordination between diaspora leaders to support the optimisation of institutional cooperation.

People & Values • Promoting Bahasa Indonesia as a global language for tomorrow: Work in tandem with Indonesian diaspora communities to serve as ambassadors for the Indonesian language to develop familiarity in the international community.

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Solusi strategis apa yang dapat mendorong kekuatan lunak Indonesia?

Budaya & Warisan • Ciptakan generasi penerus pendongeng Indonesia: Tingkatkan keterampilan komunikasi dan branding kaum muda dengan membentuk budaya kewirausahaan dan inovasi sebagai bagian inti dari budaya Indonesia. Menciptakan masa depan pendidikan yang melampaui teori, dan lebih mengarah pada pemikiran kritis, kewirausahaan, dan keterampilan praktis lainnya.

Media & Komunikasi • Promosi Indonesia melalui media tradisional: Indonesia harus membangun kapasitasnya untuk berbagi kekuatan dan keberhasilannya secara internal, dan bekerja sama dengan komunitas media internasional untuk memperluas cakupan jangkauannya dan menangkap lebih banyak khalayak internasional tentang berita yang lebih positif (mis. , sains, ekowisata, dll).

Pendidikan & Sains • Terlibat erat dalam masalah internasional melalui sains: Mengembangkan dan terlibat dalam kemitraan regional di bidang-bidang utama seperti perawatan kesehatan dan penelitian medis, untuk lebih mencegah dan bereaksi terhadap pandemi di masa depan.

• Memperkuat pusat bahasa di luar negeri: Mendirikan pusat bahasa dan budaya di luar negeri untuk mewakili dan menampilkan budaya, bahasa, dan warisan Indonesia kepada komunitas lokal. Berinteraksi dengan British Council untuk mempelajari praktik terbaik.

• Menjadikan Indonesia sebagai pusat penelitian: Memperkuat peran peneliti dalam program Manajemen Bakat Nasional, serta menjadikan Indonesia sebagai negara yang ramah penelitian untuk menarik lebih banyak kerja sama antar ilmuwan / peneliti.

• Meningkatkan kapasitas sistem jaminan kesehatan publik: Kemenlu memimpin koordinasi antar pimpinan diaspora untuk mendukung optimalisasi kerjasama kelembagaan.

Manusia & Nilai • Mempromosikan Bahasa Indonesia sebagai bahasa global untuk masa depan: Bekerja sama dengan komunitas diaspora Indonesia untuk menjadi duta bahasa Indonesia untuk mengembangkan Familiarity di komunitas internasional.

Conclusion

The global response to Covid-19 has thus far proved that some of the greatest challenges we face are those that are shared amongst others. International collaboration and solidarity took centre stage as nations mobilised their responses and as a result, paved opportunities to greatly strengthen its soft power. Changes and disruptions across the economy, civil society, and politics are likely to increase in parallel with a resurgent Asia and the shifting trends that comes with it. To succeed in the next era, Indonesia must adopt a comprehensive strategy and a clear path to implementation in the development of its soft power. In particular, Indonesia needs to accelerate its international reach to showcase the strengths of each pillar, through a directed effort in nation branding, like the GREAT Britain campaign.

Delivering this strategic roadmap is only the start of the journey in propelling Indonesia’s soft power.

We seek to support MoFA in the implementation of the recommendations outlined in this roadmap and stand ready to engage and collaborate with relevant stakeholders in this space.

Respons global terhadap Covid-19 sejauh ini telah membuktikan bahwa beberapa tantangan terbesar yang kita hadapi adalah tantangan yang dihadapi bersama. Kolaborasi dan solidaritas internasional menjadi pusat perhatian ketika negara-negara memobilisasi tanggapan mereka dan sebagai hasilnya, membuka peluang untuk memperkuat kekuatan lunaknya. Perubahan dan gangguan di seluruh ekonomi, masyarakat sipil, dan politik kemungkinan akan meningkat seiring dengan kebangkitan Asia dan tren pergeseran yang menyertainya. Untuk sukses di era berikutnya, Indonesia harus mengadopsi strategi yang komprehensif dan jalur implementasi yang jelas dalam pengembangan soft power-nya.

Secara khusus, Indonesia perlu mempercepat jangkauan internasionalnya untuk menunjukkan kekuatan masing-masing pilar, melalui upaya terarah dalam membangun nation branding, seperti kampanye GREAT Britain.

Menyampaikan roadmap strategis ini hanyalah awal dari perjalanan dalam mendorong soft power Indonesia. Kami berusaha untuk mendukung Kemenlu dalam pelaksanaan rekomendasi yang digariskan dalam peta jalan ini dan siap untuk terlibat dan berkolaborasi dengan pemangku kepentingan terkait di bidang ini.

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List of Plenary Speakers and brief bio from Indonesia soft power forum

Dr. Desra Percaya Indonesian Ambassador to the UK, Ireland, and IMO Desra Percaya is the current Ambassador Extraordinary and Plenipotentiary of the Republic of Indonesia to the United Kingdom, accredited to Ireland and the International Maritime Organization.

Previously, Dr. Desra spent three years (2016-2020) as the Director General for Asia Pacific and Africa at the MFA. He was the Ambassador/Permanent Representative of the Republic of Indonesia to the UN in New York from 2012-2016 and the Ambassador/Deputy Permanent Representative of the Republic of Indonesia to the UN in Geneva from 2009-2011.

Mr. Khasan Ashari Deputy Chief of Mission at the Indonesian Embassy in London Prior to his assignment as Deputy Chief of Mission, Mr. Ashari served as Director of Junior Diplomatic Training Unit (2018-2021) at the Centre of Education and Training, Ministry of Foreign Affairs.

Joined the Ministry in 2000, he was assigned as Vice-Consul at the Indonesian Consulate General in San Francisco, USA (2006-2009); Head of Section at the Directorate General of Multilateral Cooperation (2009-2012); First Secretary (then promoted to Counsellor) at the Indonesian Embassy/Permanent Mission in Vienna, Austria (2012-2106); and Head of Division at the Centre of Education and Training (2017-2018).

David Haigh CEO of Brand Finance David Haigh is the CEO and founder of Brand Finance Plc. He has worked in the area of branded business, brand, and intangible asset valuation since 1991.

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Dr. Teuku Faizasyah Director General for Information and Public Diplomacy, MoFA Dr. Teuku Faizasyah is the Director General for Information and Public Diplomacy as well as the Spokesperson for the Ministry of Foreign Affairs.

Before assuming position as the Director General of Information and Public Diplomacy, he was the Advisor to the Minister of Foreign Affairs for Political, Legal, and Security Affairs.

Rob Fenn Deputy Head of Mission, British Embassy in Jakarta Rob Fenn was appointed Deputy Head of Mission to Indonesia and Timor Leste in April 2018. Prior to this, he worked as the Head of the FCDO’s Human Rights and Democracy Department (HRDD) from March 2014 to 2018.

Hartyo Harkomoyo Minister Counsellor at the Indonesian Embassy in London Hartyo Harkomoyo is the current Coordinator for information and Socio-Cultural Affairs. Prior to taking up this position, Hartyo spent three years (2017-2020) as the Deputy Director of Information and Media Affairs at MFA. Hartyo first joined MFA in 2000. He held various positions at the Directorate General of Information and Public Diplomacy and the Directorate General of Multilateral Cooperation. His earlier career included assignments in Rome and Oslo.

Steven Marcelino Chairman of GIPA and Client Engagement Lead at Accenture UK Steven Marcelino chairs of Global Indonesia Professionals Association (GIPA) and ASEAN Capital Market Lead at Accenture UK, a global management consulting firm

FGD I Speakers and Moderators Philips J. Vermonte Executive Director of CSIS Indonesia

Shinta Kamdani CEO of Sintesa Group | Vice Chairwoman of Indonesian Chamber of Commerce and Industry (KADIN Indonesia) As Owner and Chief Executive Officer of the Sintesa Group, Shinta is responsible for the Management and Expansion of the Group’s business interests in Indonesia.

Rino Donosepoetro (Donny) Vice Chairman for ASEAN at SCB Group and President Commissioner of SCB Indonesia | Vice Chairman of BritCham Indonesia Donny was appointed as Standard Chartered’s Vice Chairman for ASEAN in October 2019. In this role, he is responsible for driving execution of the Bank’s ASEAN strategy and providing governance oversight over the Bank’s footprints that spans across all 10 ASEAN countries.

Nurul Ichwan Deputy Chairman for Investment Planning, Investment Coordinating Board (BKPM) Nurul Ichwan joined BKPM in 1998. He is responsible for promoting Indonesia as an investment destination to investors in European countries as well as facilitating them to invest in Indonesia.

Philps Vermonte is Executive Director, Centre for Strategic and International Studies (CSIS) Jakarta.

His research interest includes comparative politics, voting behavior, electoral politics and political parties in Indonesia. He is the principal investigator of public opinion surveys conducted by CSIS.

Maria Renata Hutagalung Director of Technical Cooperation, Indonesian Ministry of Foreign Affairs Maria was appointed as the Director for Technical Cooperation in the Indonesian Ministry of Foreign Affairs on June 2020. Prior to appointment, she served as Economic Consul in the General Consulate in Vancouver, Director General of Asia Pacific and Africa under the Ministry of Foreign Affairs, and Information, Social and Cultural Functions in the Indonesian Embassy in Wellington, New Zealand.

Moderator Christy Zakarias Executive Director of YIPA UK | Investor Relations AVP at Barclays Bank Christy works as an Investor Relations AVP for Barclays, where she helps ensure that the bank is attuned to market sentiment and communicates effectively with institutional investors as well as equity researchers.

She also serves as the Executive Director of Young Indonesian Professionals’ Association in the UK (YIPA UK), and Head of EMEA and Public Relations of Global Indonesia Professionals’ Association (GIPA

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FGD II Speakers and Moderators Alison Baily Senior Policy Advisor at British Council

Prof. Dr. E. Aminudin Aziz Director of the Language Development Agency, Ministry of Education and Culture Professor of Universitas Pendidikan Indonesia, Endang Aminudin Aziz, was appointed as Head of Language Development and Development of the Ministry of Education and Culture of the Republic of Indonesia

Benny Tjahjono Professor of Sustainability and Supply Chain Management, Coventry University Benny Tjahjono is Professor of Sustainability and Supply Chain Management and the co-leader of the Sustainable Production and Consumption cluster at the Centre for Business in Society (CBiS) in Coventry University.

Professor Satryo Soemantri Brodjonegoro, Chairman of the Indonesian Academy of Sciences | Advisor of UKICIS Satryo Soemantri Brodjonegoro is the President of the Indonesian Academy of Sciences. His research fields include: tribology, fracture mechanics, finite element analysis, mechanical design, and higher education development & policy.

Alison Baily, Senior Policy Adviser. Alison is a cultural relations researcher and analyst, specialising in the contribution of soft power to international cooperation, peace and security.

Prof. Dr. Ali Ghufron Mukti Managing Director of BPJS Dr. Ali Ghufron is the Managing Director of Indonesia’s Social Security Administering Body for Health, BPJS Kesehatan. He is a former vice minister of health and one of the founding members of the Joint Learning Network. In addition, he is the acting president of Trisakti University in Jakarta.

Andreano Erwin Head of the Bureau of International Cooperation, Ministry of Health Andreano Erwin is a Foreign Service Officer of Indonesia and, November 2020 serves as Head of Foreign Cooperation Bureau, Ministry of Health.

Moderator Bagus Muljadi

Assistant Professor of Chemical and Environmental Engineering, University of Nottingham | Coordinator of UKICIS Bagus is an Assistant Professor of Chemical and Environmental Engineering at the University of Nottingham with a joint affiliation with Virginia Tech, United States. He is also the coordinator of the UK-Indonesia Consortium for Interdisciplinary Sciences

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FGD III Speakers and Moderators

Eka Moncarre Visit Indonesia Tourism Officer, Ministry of Tourism and Creative Economy Official Representative of Ministry Of Tourism and Creative Economy of Indonesia in France (VITO).

Founder of La Maison De L’Indonesie in Paris (July 2020). Living in France for 26 years.

Akhmad Munir Director General of Antara Akhmad Munir is joined Antara in 1992 as a reporter and editor within the Antara’s East Java Bureau.

From 2008 until 2018, he was head of the East Java bureau and news assessment. In 2018 he was appointed as Editor-in-Chief and Director General of Antara’s news division.

William Wongso Indonesian Culinary Ambassador Wongso serves as a culinary adviser to Garuda Indonesia and leads the Food Diplomacy Program endorsed by the Indonesian Ministry of Tourism and Creative Economy, Ministry of Foreign Affairs, and Ministry of Trade. Part of the mission of the program is to bring 30 Indonesian traditional culinary icons onto the global stage.

Her motto: working with heart to make people travel with passion !

Titin Rosmasari Editor-in-Chief of CNN Indonesia Titin Rosmasari is the Editor-in-Chief as well as the CEO of CNN Indonesia. She has worked with Trans Media corporation since 2000 and moved to CNN Indonesia after Trans Media’s strategic partnership with Turner Broadcasting System (CNN).

Yusron B Ambary Director for Public Diplomacy, Indonesian Ministry of Foreign Affairs Yusron was appointed as Director for Public Diplomacy in January 2020. He joined the Ministry of Foreign Affairs in 2003 and was Vice Consul in the Consulate General of Indonesia in Dubai until 2006.

Bagus Maulana Software Engineer at Google | YIPA UK Member Bagus is a Software Engineer in the Android team at Google London since 2018. He holds a MEng in Computer Science degree from University College London and graduated with a First-Class honours. He is from Jakarta, Indonesia and lives in London since 2014 and is a member of the Young Indonesian Professionals’ Association (YIPA UK).

Moderator Gatot Subroto President of Indonesian Student Association in the UK (PPI UK) Gatot Subroto is the Chairman of the Indonesian Student Association in the UK (PPI UK).

He is currently a PhD Student at University College London (UCL) in project management. Previously, he had a long career at the Ministry of Finance the Republic of Indonesia.

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About GIPA About Gipa

Global Indonesia Professionals’ Association (GIPA) aims to promote business and human capital development overseas through highly talented Indonesian professionals and executives – a true partner for Indonesia’s economic diplomacy.

GIPA represents Indonesian Professionals and Executives working in 18 global hubs across G20 and ASEAN countries in the following 8 industry groups: Financial Services; Healthcare and Life Sciences; Technology; Professional Services; Public Sector and International Organisations; Industrials, Products, and Logistics; Infrastructure, Energy, and Resources; Creative, Communication, and Media.

GIPA aims to build capabilities in three areas to drive and enhance our holistic value proposition and drive various global initiatives: Professional Development Centre of Excellence GIPA as an engine for Indonesia’s human capital development overseas.

Public Relations & Advocacy Centreof Excellence GIPA as an engine for change Business & Investment Links Centre of Excellence GIPA as a partner to Indonesia’s economic diplomacy

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Global Indonesia Professionals ‘Association (GIPA) bertujuan untuk mempromosikan bisnis dan pengembangan sumber daya manusia di luar negeri melalui profesional dan eksekutif Indonesia yang sangat berbakat - mitra sejati untuk diplomasi ekonomi Indonesia.

GIPA mewakili Profesional dan Eksekutif Indonesia yang bekerja di 18 hub global di negara-negara G20 dan ASEAN dalam 8 kelompok industri berikut: Jasa Keuangan; Ilmu Kesehatan dan Kehidupan; Teknologi; Layanan profesional; Sektor Publik dan Organisasi Internasional; Industri, Produk, dan Logistik; Infrastruktur, Energi, dan Sumber Daya; Kreatif, Komunikasi, dan Media.

GIPA bertujuan untuk membangun kapabilitas di tiga area untuk mendorong dan meningkatkan proposisi nilai holistik kami dan mendorong berbagai inisiatif global: Pusat Keunggulan Pengembangan Profesional GIPA sebagai mesin pengembangan sumber daya manusia Indonesia di luar negeri.

Pusat Keunggulan Hubungan Masyarakat & Advokasi GIPA sebagai mesin perubahan Tautan Bisnis & Investasi Pusat Keunggulan GIPA sebagai partner diplomac ekonomi Indonesia

About YIPA

Started in 2015, YIPA was kickstarted as a platform to facilitate personal development, the exchange of ideas, and networking amongst Indonesian professionals across the UK. Over the past 6 years, YIPA has grown into a community organisation of over 500 Indonesian professionals and actively promotes UK-Indonesia economic diplomacy and proactively helps university students transition into their careers.

YIPA runs events that are engaging and informative for professionals and students, whilst concurrently connects Indonesian government bodies/SMEs/ corporates to UK investors/counterparts. Over the years, we have been fortunate to host industry leaders such as Sri Mulyani (Indonesia’s Minister of Finance), Wimboh Santoso (Chairman of Indonesia’s Financial Services Authority), Harun Reksodiputro (Partner at Allen & Overy Indonesia), Satya Radjasa (CEO of Mercer Indonesia), and Ahmad Yuniarto (CEO of Schlumberger Indonesia) just to name a few.

Such is how we work towards our mission of fostering business, investment and social links between the UK and Indonesia through a community of future leaders.

Ultimately, at the core of everything we do is the desire to contribute to our home country, despite being based abroad

Dimulai pada tahun 2015, YIPA dimulai sebagai platform untuk memfasilitasi pengembangan pribadi, pertukaran ide, dan jaringan di antara para profesional Indonesia di seluruh Inggris.

Selama 6 tahun terakhir, YIPA telah tumbuh menjadi organisasi komunitas yang terdiri lebih dari 500 profesional Indonesia dan secara aktif mempromosikan diplomasi ekonomi InggrisIndonesia dan secara proaktif membantu transisi mahasiswa ke karir mereka.

YIPA menyelenggarakan acara yang menarik dan informatif bagi para profesional dan pelajar, sekaligus menghubungkan badan pemerintah / UKM / perusahaan Indonesia dengan investor / mitra Inggris. Selama bertahun-tahun, kami beruntung menjadi tuan rumah bagi para pemimpin industri seperti Sri Mulyani (Menteri Keuangan Indonesia), Wimboh Santoso (Ketua Otoritas Jasa Keuangan Indonesia), Harun Reksodiputro (Mitra Allen & Overy Indonesia), Satya Radjasa (CEO Mercer Indonesia), dan Ahmad Yuniarto (CEO Schlumberger Indonesia) hanyalah beberapa di antaranya.

Begitulah cara kami bekerja untuk misi kami dalam mengembangkan bisnis, investasi, dan hubungan sosial antara Inggris dan Indonesia melalui komunitas pemimpin masa depan.

Pada akhirnya, inti dari semua yang kami lakukan adalah keinginan untuk berkontribusi bagi negara asal kami, meskipun berbasis di luar negeri

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About UKICIS About Gipa

UK-Indonesia Consortium for Interdisciplinary Sciences (UKICIS) is an Anglo-Indonesian alliance pioneering research and expertise to build global resilience against pandemics, the climate emergency, and natural hazards. It serves to develop and enhance educational, economic, and cultural links through outreach activities and community engagement. The UKICIS champions Science Diplomacy, strengthening the bilateral relationship between the UK and Indonesia through scientific collaboration.

Konsorsium Inggris-Indonesia untuk Ilmu Interdisipliner (UKICIS) adalah aliansi InggrisIndonesia yang merintis penelitian dan keahlian untuk membangun ketahanan global terhadap pandemi, darurat iklim, dan bahaya alam.

Ini berfungsi untuk mengembangkan dan meningkatkan hubungan pendidikan, ekonomi, dan budaya melalui kegiatan penjangkauan dan keterlibatan masyarakat. UKICIS juara Diplomasi Sains, memperkuat hubungan bilateral antara Inggris dan Indonesia melalui kolaborasi ilmiah.

UKICIS brings together the best of Indonesian academic talent at the University of Nottingham, the University of Warwick, and Coventry University, together with those at Institut Teknologi Bandung, Institut Pertanian Bogor, and Universitas Gadjah Mada in Indonesia. UKICIS is also supported by the Indonesian Embassy in London, the British Embassy in Indonesia, and the Indonesian Ministry of Research and Technology/National Agency for Research and Innovation.

UKICIS menyatukan talenta akademis terbaik Indonesia di University of Nottingham, University of Warwick, dan Coventry University, bersama dengan Institut Teknologi Bandung, Institut Pertanian Bogor, dan Universitas Gadjah Mada di Indonesia. UKICIS juga didukung oleh Kedutaan Besar Indonesia di London, Kedutaan Besar Inggris di Indonesia, dan Kementerian Riset dan Teknologi Indonesia / Badan Riset dan Inovasi Nasional.

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About PPI UK About Gipa

Perhimpunan Pelajar Indonesia di United Kingdom (PPI UK) is the Indonesian Student Association in the United Kingdom, an independent student society that runs with the official support from the Indonesian Embassy In the United Kingdom.

PPI UK acts as a body that connects Indonesian Students from all cities in the United Kingdom and Ireland.

Persatuan Pelajar Indonesia di Inggris Raya (PPI UK) adalah Perhimpunan Pelajar Indonesia di Inggris, sebuah perkumpulan pelajar mandiri yang berjalan dengan dukungan resmi dari Kedutaan Besar Republik Indonesia di Inggris. PPI UK bertindak sebagai badan yang menghubungkan Pelajar Indonesia dari seluruh kota di Inggris dan Irlandia.

As a leading advocate of Indonesian culture and educational outreach, PPI UK hosts various events that will promote both magnificent cultures of Indonesia and independent opinion of Indonesian Scholars in the United Kingdom. If you are an Indonesian studying in the UK, you are part of PPI UK family.

Sebagai penganjur budaya dan pendidikan Indonesia yang terkemuka, PPI UK menyelenggarakan berbagai acara yang akan mempromosikan budaya Indonesia yang megah dan opini independen dari Cendekiawan Indonesia di Inggris Raya. Jika Anda orang Indonesia yang belajar di Inggris, Anda adalah bagian dari keluarga PPI UK.

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Soft Power Forum Team

Zubaida Rafiqa Javier Patria

Strategy Analyst at NatWest Group

Project Manager

Hartyo Harkomoyo

Minister Counsellor for Information and SocioCultural Affairs of the Embassy of the Republic of Indonesia

Forum Host

Staff of Public Diplomacy, Press and Socio-Cultural Affairs of the Embassy of the Republic of Indonesia

Liaison Officer and Event Logistics

Difa Farzani

Executive Associate of Sherpa G20, Coordinating Ministry for Economic Affairs of the Republic of Indonesia

FGD I Notetaker

Juliartha Nugrahaeny Pardede First Secretary for Information and SocioCultural Affairs Embassy of the Republic of IndonesiaProject

Liaison Officer and Event Logistics

Diko Habib

Chief Corporate Officer, Indonesian Career Excellence 2021 at YIPA

FGD III Notetaker

Dali Fauzanhasbi

Second Secretary for Information and SocioCultural Affairs of the Embassy of the Republic of Indonesia

Liaison Officer and Event Logistics

Marlon Gabriel Tambunan

Staff of Public Diplomacy, Press and Socio-Cultural Affairs of the Embassy of the Republic of Indonesia

Liaison Officer and Event Logistics

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Claudia Mulia

Software Engineer at JP Morgan

FGD II Notetaker

About the Global Soft Power Index by

For over 15 years, Brand Finance has been publishing the annual Nation Brands report – a study into the world’s 100 most valuable and strongest nation brands. Focusing on the financial value and strength of nation brands, the Brand Finance Nation Brands study is based on publicly available information, including data compiled by third parties for other indices and rankings.

Building on this experience, Brand Finance has now produced the Global Soft Power Index – the world’s most comprehensive research study on perceptions of 100 nation brands from around the world. The Global Soft Power Index is based on the most wide-ranging fieldwork of its kind, surveying the general public as well as specialist audiences, with responses gathered from over 75,000 people across more than 100 countries. The Global Soft Power Index 2021 report is the second iteration of this study, which Brand Finance hopes to conduct annually.

In autumn 2020, two surveys were conducted, both global in scope: • General Public – a survey of public opinion covering more than 75,000 residents of 102 countries representing all continents and regions of the world;Influence: the degree to which a nation is seen to have influence in the respondent’s country as well as on the world’s stage • Specialist Audiences – the views of more than 750 experts from 47 countries – representing categories identified as likely targets and conduits for soft power: business leaders, market analysts, politicians, academics, think-tanks and NGOs, and journalists.

The Global Soft Power Index incorporates a broad range of measures, which in combination provide a balanced and holistic assessment of nations’ soft power on the world stage. These include: • Familiarity: nation brands which people know, and have mental availability of, have greater soft power • Reputation: is this country deemed to have a strong and positive reputation globally?

• Influence: the degree to which a nation is seen to have influence in the respondent’s country as well as on the world’s stage • Performance on the core 7 Soft Power Pillars (Business & Trade, Governance, International Relations, Culture & Heritage, Media & Communication, Education & Science, People & Values) • Performance in tackling the COVID-19 pandemic (on three pillars: Economy, Health & Wellbeing, International Aid & Cooperation). These measures were included in the Index for the first time this year The Index gives a 90% weighting to the views of the General Public and 10% to those of Specialist Audiences. The weightings given to each measure within the Index were based on a combination of expert opinion, coming from an extensive literature review and expert consultation process, and statistical analysis assessing the degree to which pillar performance correlates with Influence.

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Top 50 Nations of the Global Soft Power Index 2021

Rank Rank Nation 2021 2020

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Region

Global Soft Power Index Score 2021

2020

Change

1

2

Germany

Europe

62.2

61.9

0.3

2

4

Japan

Asia

60.6

60.2

0.4

3

3

United Kingdom

Europe

57.9

61.8

-3.9

4

7

Canada

North America

57.2

54.5

2.7

5

8

Switzerland

Europe

56.3

54.5

1.8

6

1

United States

North America

55.9

67.1

-11.2

7

6

France

Europe

55.4

58.5

-3.1

8

5

China

Asia

54.3

58.7

-4.4

9

9

Sweden

Europe

52.2

51.9

0.3

10

13

Australia

Oceania

52.2

48.8

3.3

11

14

South Korea

Asia

51.3

48.3

3.1

12

12

Netherlands

Europe

50.5

48.9

1.6

13

10

Russia

Europe

50.5

51.0

-0.5

14

17

Norway

Europe

50.1

47.3

2.7

15

15

Denmark

Europe

49.4

47.7

1.7

16

22

New Zealand

Oceania

49.3

43.5

5.9

17

18

United Arab Emirates

Middle East & North Africa

48.4

45.9

2.4

18

21

Finland

Europe

48.4

44.8

3.6

19

11

Italy

Europe

48.3

49.3

-1.0

20

20

Singapore

Asia

47.9

44.8

3.1

21

19

Belgium

Europe

47.7

45.5

2.2

22

16

Spain

Europe

47.5

47.6

-0.2

23

23

Austria

Europe

46.7

43.5

3.2

24

26

Saudi Arabia

Middle East & North Africa

44.2

41.9

2.3

25

25

Israel

Middle East & North Africa

43.6

42.6

1.1

Rank Rank Nation 2021 2020

Region

Global Soft Power Index Score 2021

2020

Change

26

31

Qatar

Middle East & North Africa

42.3

38.5

3.8

27

30

Turkey

Europe

42.3

39.4

3.0

28

28

Portugal

Europe

40.8

40.6

0.3

29

24

Ireland

Europe

40.7

43.0

-2.3

New Iceland

Europe

39.9

Greece

Europe

39.8

36.6

3.2

New Luxembourg

Europe

39.0

30 31 32

34

33

32

Thailand

Asia

38.7

37.6

1.1

34

38

Egypt

Middle East & North Africa

38.3

34.8

3.5

35

29

Brazil

Latin America & Caribbean

38.1

39.4

-1.3

36

27

India

Asia

37.7

41.6

-3.9

37

36

South Africa

Sub-Saharan Africa

37.2

36.4

0.7

38

35

Poland

Europe

37.0

36.6

0.4

39

33

Malaysia

Asia

36.9

37.4

-0.4

40

39

Czech Republic

Europe

36.3

34.4

1.9

41

40

Argentina

Latin America & Caribbean

36.1

33.9

2.1

Middle East & North Africa

35.8

42

New Kuwait

43

45

Hungary

Europe

34.7

31.9

2.8

44

37

Mexico

Latin America & Caribbean

34.4

35.6

-1.3

45

41

Indonesia

Asia

34.3

33.4

0.9

Europe

34.2

Asia

33.8

31.3

2.5

Middle East & North Africa

33.8

Europe

33.7

32.4

1.4

Middle East & North Africa

33.7

46 47 48 49 50

New Slovenia 50

Vietnam

New Morocco 43

Croatia

New Jordan

31

INAUGURAL UK-INDONESIA SOFT POWER FORUM Propelling Indonesian Soft Power in the Next Decade 2021

32