Susiatiningsih, Hermini and Setyaningsih, Dewi and Alfian, Muhammad Faizal (2022) Enhancing Cultural Diplomacy Through Export Creative Commodity: A Case of Nasrafa Brand. In: International Conference Proceeding ICISPE Universitas Diponegoro 22 EMBRACING GLOBAL TRANSFORMATION: COLLABORATIVE INNOVATIONS TROUGH SOCIAL AND POLITICAL RESEARCH 7-8 SEPT 2022. ICISPE Fisip Undip, Semarang. ISBN ISSN 2593-7650 (Submitted)

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Abstract

The growth of creative industries in Indonesia is often seen from its economic advantage toward its contribution to
national economic. In fact, creative industry is potentially giving more benefit beyond economic. By taking one example of
the local product which has penetrated the international market, this study aims to observing the role of the creative industry
becomes very aligned with the goals of country’s cultural diplomacy. Using qualitative analysis model and cultural diplomacy
conceptual framework, this study shows that the expansion of SMEs creative industry product to global market is not merely
contribute to economic advantage, further than that, it also contributes in promoting identity of the producer country and it can
enhance the cultural diplomacy by spreading cultural values through commodity. Yet, it can only happen if the export
commodity product contains values that represent its cultural identity and locality. In this regard, SMME’s in creative industry
are very relevant and have lots in common with the goals of cultural diplomacy.

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