IShowSpeed streaming as a form of soft power: A case study of digital diplomacy potential to boost Indonesia global image

Abstract

Background: The rapid advancement of digitalization has transformed the landscape of international diplomacy from institution-centered practices into more inclusive engagements involving non-state actors, particularly global influencers. This study examines the visit of Darren Watkins Jr., widely known as IShowSpeed, to Indonesia in 2024 as a form of soft power and digital diplomacy with the potential to enhance Indonesia’s global image. Methods​: Employing a qualitative case study approach through literature review, media analysis, and online audience responses, the research demonstrates that IShowSpeed’s spontaneous interactions with local culture including batik, cuisine, music, and traditional performances generated significant positive exposure for Indonesia worldwide. Findings: The impact of IshowSpeed's Indonesian tour is reflected in increased online tourism searches, predominantly positive public sentiment, and a growing perception of Indonesia as a hospitable and open nation. Nevertheless, challenges remain, such as risks of cultural misinterpretation, negative virality, and public safety issues. Conclusion: The findings highlight the need for adaptive, collaborative, and data-driven strategies in digital diplomacy to fully harness similar opportunities in the future. Consequently, IShowSpeed serves as a concrete example of how individuals can act as digital cultural diplomats supporting Indonesia’s soft power strategy. Novelty/Originality of this article: The originality of this study lies in its attempt to deconstruct the concept of digital diplomacy by positioning global live-stream content creators as central actors in contemporary soft power strategies.Thank you for your cooperation, and we look forward to your response.