Building Indonesian Nation Branding Through Indonesia Spice Up The World and Its Effect on Indonesian Spice Exports to African Region

Abstract

The purpose of this research is to analyze the development of Indonesia's nation branding through the Indonesia Spice Up The World (ISUTW) program by carrying out economic diplomacy in the Asia-Africa region. Through the Indonesia-Africa Forum (IAF) cooperation forum, the Indonesian government seeks to increase Indonesia's exports by creating new market opportunities. This study uses descriptive qualitative analysis using deductive explanations and uses secondary data both from web pages, journals, and books. Secondary data is used as the basis for the background of why research needs to be carried out to the stage of taking the initial hypothesis, and the context of the problem in research to describe an idea and theory. Thus forming a conclusion containing the primary analysis. The results of this study are South Africa, which is an attraction for the tourism sector. Traditional foods are easy to obtain, so there are innovations in making varied foods that increase traditional food production. Then the need for spices will continue to increase and Indonesia has the opportunity to export its spices. To be able to penetrate the international market, innovations such as making re-branding by repackaging spices in practical and ready-to-use ways are needed to target the global retail market. In this way, the increase in export sales of Indonesian spices can be realized.