#IndonesiaRepresent: Investigating Nation Branding at International Fashion Events through the Presence of Social Media Influencers

This study presents the complex tapestry of Indonesia's nation branding, by investigating the activities of its influencers at international fashion events. The research questions focus on the influencers, the use of national symbols, and online textual expression, in which visual and internet lexicons converge. By simultaneously assessing the resonance for local and international spectators, we identify the dominant themes and narratives promoted by these influencers at international fashion events. We adopt a theoretical perspective focused on the employment of young influencers in nation branding, and our results reveal a striking dichotomy. Although these charismatic personalities can increase the resonance of nation branding, they frequently veer off course and are occasionally diverted by the potential for achieving fame. This divergence reveals a problematic issue: the use of influencers might unintentionally damage the national story that their employers want them to present.