Japanese Film Festival sebagai Media Promosi Budaya Jepang di Kota Medan oleh The Japan Foundation Jakarta Jakarta Kokusaikōryūkikin Ni Yoru Medan Shi Ni Okeru Nipponbunka No Shinko No Media To Shite No Nihon Eiga Sai

Abstract

The Japanese Film Festival screens Japanese films of various genres in cities across Indonesia to introduce Japanese culture through audio-visual media. This research aims to understand the strategies of the Japanese Film Festival in promoting the JFF in Medan and to identify the cultural elements presented in the films screened in Medan. The theories applied in this research are Cultural Theory, Strategy Theory, and Promotion Theory. The research methodology used is qualitative research, with data collection techniques including interviews, observation and note-taking, and documentation. The research findings reveal that the strategy used to promote the Japanese Film Festival in Medan primarily leverages social media as the main tool. In addition to social media, promotions are also carried out by collaborating with various parties, including influencers in Medan, Vocational Training Institutes, schools, universities, and media partners. This collaboration aims to expand reach and attract interest from various segments of society. Through the films shown, Japanese culture such as the Kencho-ji Temple, which is a cultural tourist destination, Onsen, funeral ceremonies, respect for deceased family members, and the Japanese work ethic are indirectly introduced. Therefore, the Japanese Film Festival not only provides entertainment but also serves as a cultural promotion medium, introducing the richness of Japanese traditions and cultural values to the people of Medan through visual media.