Understanding The Cultural Paradiplomacy of Medan Through Melayu Identity

This paper aims to analyze the cultural para-diplomacy of Medan, Indonesia, through the lens of Melayu’s identity. Para-diplomacy, the foreign relations conducted by local governments, has emerged as a significant phenomenon in the context of globalization. As a multicultural country, Indonesia provides a fertile ground for local governments to engage in para-diplomacy, leveraging their unique cultural identities to build international connections. The city of Medan presents a compelling case study. Although Medan has a majority Batak population, it has a strong historical connection to Melayu culture, evident in its tangible and intangible heritage, such as the Maimoon Palace, Melayu architecture, Songket textiles, traditional ceremonies, foods, and dances. This cultural richness has been the foundation for Medan's para-diplomacy efforts, which date back to the 1980s, long before Indonesia's decentralization in 1999. The research adopts a descriptive-qualitative approach, drawing on primary data from in-depth interviews with city government officials and the Melayu Deli community and secondary data from literature, reports, documents, journal articles, and websites. The analysis is divided into three parts: the historical development and rise of Medan's cultural para-diplomacy, the institutional policies driving this phenomenon, and the strategies employed by Medan to promote Melayu identity through cultural para-diplomacy. The findings suggest that Medan has leveraged its Melayu heritage to establish lasting international partnerships, particularly with Malaysia, Singapore, and Brunei cities. These cultural connections have been instrumental in fostering tourism development and strengthening regional identity. The paper also discusses the challenges faced by Medan, such as the need to balance centralized policies and local autonomy, as well as the potential tensions between cultural branding and tourism promotion. The study contributes to understanding how local governments in unitary political systems, like Indonesia, can strategically employ cultural para-diplomacy to enhance their global visibility and competitiveness. The Medan case provides insights into the nuances of cultural identity, regional cooperation, and the evolving landscape of subnational diplomacy.