The 2018 Asian Games as Indonesia’s national branding instrument : analyzing the objectives and impacts of hosting the 2018 Asian Games

Abstract

Being the host country for a prestigious international multisport event such as The 2018 Jakarta Palembang Asian Games proves to be a great opportunity for Indonesia to elevate their national brand as a country through different aspects that eventually changed Indonesia’s international position in the world’s eyes. Despite initial doubts from other countries about Indonesia's ability to host such a significant event, the purpose of this thesis paper is to analyze how Indonesia has utilized The 2018 Jakarta Palembang Asian Games as an instrument to improve Indonesia’s image and reputation. Using qualitative methods, this thesis paper will make use of the public diplomacy theory, nation branding theory, and sports diplomacy theory to further analyze the effectivity of The 2018 Jakarta Palembang Asian Games as a national branding instrument and the impact it has given to Indonesia afterwards, which was proven to be very much beneficial not just for uplifting Indonesia as a country but the 2018 Jakarta Palembang Asian Games has also left the nation with the mark of pride, a better sporting spirit, confidence, and a bargaining tool that will come in handy for the future. By effectively utilizing public diplomacy, nation branding, and sport diplomacy, Indonesia successfully projected its identity as a forward-looking nation with rich cultural heritage and unwavering sporting fervor. The insights from this research offer valuable lessons and inspiration for other countries seeking to leverage major sporting events as potent instruments for shaping national identity and global perception.