<![CDATA[This study discusses the Indonesian government's efforts in building the nation's image through the development of the Mandalika Special Economic Zone (KEK) using the nation branding hexagon approach which includes aspects of governance, people, culture and heritage, and investment and immigration. Mandalika, which has been designated as a super priority tourism destination as well as a national strategic KEK, has a crucial role in strengthening Indonesia's reputation on the international stage. The research method used is qualitative with secondary data analysis obtained from various reliable sources, such as official government documents, academic journals, and reports and releases from PT Injourney Tourism Development Corporation (ITDC) as the manager of the Mandalika KEK. The results of the study show that transparent and professional governance in the Mandalika KEK is the main foundation in creating a conducive investment climate and supporting sustainable development. The community aspect highlights the importance of empowering local communities as cultural ambassadors and key actors in the development of the tourism sector, which contributes to improving the quality of social interaction and a positive image of Indonesia. Culture and ancestral heritage, such as the Bau Nyale Festival and traditional tourism villages, are effectively integrated into the nation branding strategy to highlight the uniqueness of Sasak culture while strengthening national identity. In addition, investment and immigration management is carried out with policies that simplify the licensing process and provide fiscal incentives, supported by international promotion and the development of world-class infrastructure, which significantly increases Mandalika's attractiveness to foreign investors. This study recommends strengthening human resource capacity, improving inclusive governance, and developing innovative cultural products to maintain the sustainability and competitiveness of Mandalika. Thus, the Mandalika Special Economic Zone not only functions as a driving force for the national economy, but also as an important part of Indonesia's nation branding strategy. Keywords: Nation Branding Hexagon, Indonesia, PT ITDC, Mandalika Zone]]>
