Indonesia’s long-standing commitment to multilateralism and its growing economic influence have long positioned it as a key player in Southeast Asia and the developing world. However, recent developments—specifically the launch of the “Grand Strategy of Indonesia’s Soft Power Diplomacy”—suggest a concerted effort to move beyond traditional diplomatic engagement and actively shape global narratives. This strategy, unveiled in late 2025, represents a potentially powerful, and potentially disruptive, element in the evolving landscape of international relations. The initiative’s success hinges on overcoming historical fragmentation and achieving genuine integration, a significant hurdle given Indonesia’s complex bureaucratic system.
The impetus behind the strategy stems from a confluence of factors. Increasing competition from China’s Belt and Road Initiative (BRI) necessitates a more robust and clearly articulated Indonesian foreign policy. Furthermore, a declining global reputation and shifting perceptions of Indonesia’s commitment to democratic values and human rights require a proactive counter-narrative. The strategy explicitly targets areas where Indonesia can leverage its cultural heritage, economic prowess, and developmental expertise—effectively utilizing “soft power” to influence perceptions and priorities. The strategy directly addresses the potential for Indonesia to become a critical voice within the developing world, particularly regarding climate change, sustainable development, and global governance reform.
Historically, Indonesia’s foreign policy has been characterized by a decentralized approach, often leading to a piecemeal strategy and lacking cohesive coordination across ministries. Prior attempts at nation-building and economic modernization – notably the 1960s’ Guided Democracy – reveal a pattern of siloed action. The Ministry of Foreign Affairs has long sought to centralize control, but the complex interplay of domestic political interests and the diverse needs of the Indonesian archipelago have consistently resisted this effort. The new strategy seeks to overcome this fragmentation by institutionalizing a coordinated approach, focusing initially on cultural diplomacy, economic cooperation, and humanitarian aid.
Key stakeholders include not only the Ministry of Foreign Affairs, but also significant entities like the Ministry of National Development Planning (BAPPENAS), overseeing national development goals; the Ministry of Education, tasked with promoting Indonesian culture and language abroad; and the Ministry of Creative Economy, aimed at fostering Indonesia’s vibrant artistic and entrepreneurial sectors. The strategy’s alignment with Asta Cita (Indonesia’s vision for the future), the RPJMN (National Development Plan), and the RPJPN (Strategic Priority Projects) underscores a desire for long-term strategic coherence. “It is hoped that the Grand Strategy will serve as a strategic guide for the implementation of Indonesia’s soft power diplomacy that is more targeted, measurable, and integrated,” stated Director General of Information and Public Diplomacy Heru H. Subolo, reflecting a central challenge.
Data suggests a concerning trend: Indonesia’s global image, as measured by surveys conducted by the Pew Research Center and the Reputation Poll, has steadily declined over the past decade, particularly regarding perceptions of its commitment to democracy and human rights. This decline coincided with increasing BRI investments, often criticized for debt traps and lack of transparency. The soft power strategy acknowledges this vulnerability and attempts to address it through targeted initiatives promoting Indonesian culture, educational exchanges, and development assistance focused on sustainable solutions. “BAPPENAS appreciates the Ministry of Foreign Affairs for launching the Grand Strategy. The launch of this document is an important step as an initial foundation towards a more targeted, measured, and integrated soft power diplomacy in Indonesia,” commented Director of Foreign Relations of the Ministry of National Development Planning/BAPPENAS, Maharani Putri Samsu Wibowo.
Looking ahead, the next six months will likely see a focus on operationalizing the strategy through pilot projects—particularly in the areas of cultural exchange, educational programs, and targeted development assistance in Africa and South America. The long-term (5-10 years) impact hinges on Indonesia’s ability to secure sustained funding, build partnerships with key stakeholders, and demonstrate tangible results. A key challenge will be navigating competing interests within the Indonesian government and ensuring that the strategy aligns with the evolving geopolitical landscape. The BRI’s continued influence, coupled with the rise of other emerging powers like India and Brazil, will undoubtedly test Indonesia’s ability to carve out a unique space in the global arena. Furthermore, the success of the initiative will be profoundly affected by Indonesia’s ability to maintain its commitment to democratic principles and human rights—an area where continued skepticism persists. “Indonesia’s soft power diplomacy can be accessed at: https://bit.ly/GSDSP2025,” added the Ministry of Foreign Affairs.
Ultimately, Indonesia’s “Grand Strategy” represents a significant, albeit cautiously optimistic, gamble. The nation’s demographic weight and growing economic power create a potential for substantial influence. The challenge lies in transitioning from a historically reactive foreign policy to a proactive and strategically aligned approach. The strategy’s execution will ultimately determine whether Indonesia can effectively leverage its soft power assets to achieve its national interests and contribute meaningfully to the global discourse, or succumb to the complexities of a fragmented state. The urgency of formulating the Grand Strategy of Indonesia’s Soft Power Diplomacy is to strengthen coordination and synchronization, planning, policies, and strategies for implementing Indonesia’s soft power diplomacy, which has been sporadic or spread across various ministries/institutions.