PARADIPLOMASI KABUPATEN MALANG UNTUK CITY BRANDING THE HEART OF EAST JAVA

This study aims to find out and explain how the Paradiplomacy of Malang Regency in realizing the city branding of The Heart of East Java at the international level. In the aim of becoming one of the main alternatives tourism for Indonesia in the international arena, the Local Government of Malang Regency created the city branding The Heart of East Java. Therefore, the concepts used in this study are paradiplomacy and also city branding to explain the role and efforts of local governments in the international arena. This research is focused on starting the launch of Malang Regency city branding in 2017 until this research is completed in 2021. The research methods used are observation, documentation, and interviews. In addition, researchers use literature studies to obtain research data from books, journals, articles, official websites, annual reports, news and other scientific sources in explaining this topic. The result of this research is that Malang Regency has made para-diplomacy efforts by collaborating with international organizations, participating in activities and exhibitions abroad, as well as creating events involving communities and foreign nationals to encourage virtual diplomacy