Take Concrete Measures to Strengthen Indonesia’s Image, President Jokowi Says

President Jokowi (center) before a limited meeting on Thursday (27/9), at the Presidential Office, Jakarta

As a big country, Indonesia should have positive image and reputation in the international community that will not only strengthen the pride of Indonesian national identity, but also enhance its competitiveness among other countries. The statement was made by President Joko ‘Jokowi’ Widodo in a limited meeting on Thursday (27/9), at the Presidential Office, Jakarta.

President Jokowi also asked for a total exploration of Indonesia nation branding as a strategy to enhance the country’s competitiveness, be it in investment, trading, or tourism sectors. “We can use nation branding as a soft power instrument in establishing diplomatic relations with other countries,” the President added.

President Jokowi also noted that Indonesia must not be left behind by other countries and should immediately take several concrete measures to strengthen positive reputation in the international community. According to the President, in the nation branding process, the ministries have been working on their own.

For example, each ministry has their own tagline; Ministry of Trade with ‘remarkable Indonesia’, Ministry of Tourism with ‘wonderful Indonesia’. Other institutions also have their own theme, including the theme in investment promotion of the Investment Coordinating Board (BKPM).

In building Indonesia’s positive image in international community, the ministries still work on their own. Moreover, they are not well-organized and well-consolidated in a promotion and exhibition held in other countries. “I often find out that our stands at a large exhibition overseas are small, organized by different ministries or regional governments, and not located in strategic places. Instead of strengthening Indonesia’s image and perception, it will weaken it,” the President said.

President Jokowi also called on people to reduce ‘egocentrism’ in building the nation branding and fix it together. “We have to consolidate so that Indonesia will be able to compete with other countries. I also want Indonesia’s soft power to be strengthened through cultural diplomatic, introduction to Indonesian cuisine, and also the promotion through sports,” the President asked.

Building nation branding does not only mean making a logo, tagline, or slogan, but needs to be considered as joint efforts of state officials and citizens to materialize and maintain a positive image and perception of Indonesia. “Positive image must be maintained by providing great, fast, and professional services,” President Jokowi said adding that differentiation, and Indonesian branding are not merely a matter of logo, slogan, and positive image on an advertisement, but must be materialized in our everyday lives.

Vice President Jusuf Kalla, Coordinating Minister for Political, Legal, and Security Affairs Wiranto, Coordinating Minister for the Economy Darmin Nasution, Minister of State Secretary Pratikno, Cabinet Secretary Pramono Anung, Presidential Chief of Staff Teten Masduki, Minister of Trade Enggartiasto Lukito, Minister of Trade and Industry Airlangga Hartarto, Minister of Tourism Arief Yahya, Minister of Communication and Informatics Rudiantara, Minister of Law and Human Rights Yasonna M. Laoly, Minister of Youth and Sports Imam Nahrawi, and Minister of State-Owned Enterprises Rini Soemarno also attended the limited meeting. (FID/ES)(RAS/EP/YM/Naster)