Abstract
The rapid globalization facilitates the transfer of culture and technology that leads people to create innovations. This study aims to determine the impact of South Korea's cultural diplomacy strategy, followed by Korean companies to conduct market-seeking and then give influence to the food industry in Indonesia. Cultural Diplomacy and Market-seeking theory is used to explain the existing data. This study uses qualitative research methods, with secondary data from reports, news and previous study, while taking primary data collection through interviews with several Korean food sellers. The findings show that South Korea's cultural diplomacy and the role of Korean companies in market-seeking have increased business opportunities, viewed by the escalating number of Korean restaurants and the consumption of Korean food in Indonesia.
Keyword
Korean Wave, Korean Cultural Diplomacy, Korean Market-seeking, Entrepreneurs and Innovations.