Branding the Nation Through Indigenous Heritage: Tunun Gringsing and Indonesia's Cultural Diplomacy During the G20 Summit

This study examines the role of Tunun Gringsing, a unique Balinese double ikat textile, as an official souvenir during the 2022 G20 Summit in Bali, analyzed within the frameworks of cultural diplomacy and nation branding. Using a qualitative descriptive approach, the research examines how the Indonesian government, in collaboration with the local community of Tenganan Pegringsingan and the Geographical Indication Protection Society (MPIG) of Tunun Gringsing, strategically positioned Tunun Gringsing as both a symbol of national identity and an expression of cultural heritage. The findings reveal that the incorporation of Tunun Gringsing transcended symbolic representation, functioning as a deliberate cultural diplomacy strategy that integrated economic empowerment, heritage preservation, and image-building. As a mega-event, the G20 Summit provided Indonesia with a global stage to present its intangible cultural wealth and to reinforce its international reputation as a nation rich in authenticity and creativity. The initiative produced tangible outcomes by engaging more than 125 artisans in the production process, raising the market value of the textile, and strengthening community-based governance through MPIG’s certification and quality control mechanisms. At the same time, the initiative served broader nation branding objectives by positioning Indonesia as a modern state deeply rooted in cultural traditions yet capable of integrating local heritage into global diplomacy. In this way, the deployment of Tunun Gringsing during the G20 Summit exemplifies an effective nation branding strategy, demonstrating that cultural diplomacy through mega-events can simultaneously advance local economic development, safeguard intangible heritage, and enhance Indonesia’s standing on the global stage.