The Faculty of Communication at Universitas Tarumanagara (Fikom Untar) once again demonstrated its commitment to expanding global engagement through an international Community Service Program (PKM) held at Pusan National University, Busan. The program carried the theme “Cultural Communication Through Entertainment and Cultural Branding in Korea” and was led by the Head of the Undergraduate Communication Program, Dr. Wulan Purnama Sari, S.I.Kom., M.Si.
In this program, Fikom Untar conducted a batik workshop using canvas tote bags as a medium of creative, interactive, and participatory cultural communication. The workshop served not only as an introduction to Indonesian culture but also as a platform for cross-cultural dialogue between international students and the local academic community. Participants were introduced to the philosophical values of batik as an Indonesian cultural heritage recognized by UNESCO, while also engaging directly in the creative process—from designing motifs to applying colors.
In her presentation, Dr. Wulan emphasized that cultural communication should go beyond merely delivering information and must be packaged as a direct experience. She stated,
“Experiential communication is a crucial approach in constructing cultural meaning. When audiences are directly involved in the creative process, cultural messages are not only understood but also felt and internalized.”
She further explained that integrating art, entertainment, and cultural education within the activity represents a relevant cultural branding strategy in the global era. “Indonesian cultural branding must be engaging. Batik is not merely a product, but a cultural narrative that can be communicated through meaningful and enjoyable experiences,” she added.
The program also demonstrated how experiential communication can serve as an effective strategy for cultural diplomacy. Through the batik-making activity, participants not only learned about the symbols and meanings embedded in batik motifs but also experienced values such as patience, precision, and creativity—core elements of Indonesian cultural identity.
Participants’ enthusiasm was evident through their active engagement throughout the workshop, from design exploration to discussions on the cultural meanings behind each motif. This interaction fostered a collaborative learning environment and strengthened cross-cultural understanding between Indonesia and South Korea.
This international PKM initiative is expected to become a strategic step in strengthening sustainable collaboration between Fikom Untar and Pusan National University across academic, research, and community service domains. Moreover, the program serves as a tangible form of Indonesia’s cultural diplomacy at the global level, reinforcing the importance of cross-cultural communication as a key competence in the era of globalization.
Through this initiative, Fikom Untar not only acts as an educational institution but also as an active agent of cultural diplomacy, promoting Indonesia’s rich cultural heritage through innovative and relevant communication approaches. (LI)