Strengthening Surakarta’s Image Through Masks: Alignment Between the 2025 International Mask Festival (IMF) ‘Awesome Mask’ Surakarta and City Branding
Abstract
This study examines how the 2025 International Mask Festival (IMF) “Awesome Mask” function as a Paradiplomacy and soft power strategy to strengthen Surakarta’s city branding as a creative city. Although previous studies have discussed cultural festivals and city branding separately, limited attention has been given to how international cultural events operate as subnational diplomatic instruments that simultaneously reinforce local identity and global recognition. Using a qualitative descriptive-analytical approach, this research combines literature review with semi-structured interviews involving key stakeholders in the organization of the festival. This study contributes to the literature by proposing that recurring international cultural festivals function as institutionalized paradiplomatic platforms through which subnational governments transforms local cultural heritage into soft power resources that strengthen city branding. The findings extend existing discussion on cultural diplomacy by demonstrating the causal linkage between cultural performance international networking, and urban reputation building.
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DOI: https://doi.org/10.20527/kss.v8i1.19426
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