<![CDATA[This study aims to identify and analyze the role of cultural diplomacy through the Pacu Jalur Festival as an effort to strengthen Riau’s cultural identity at the international level. A descriptive qualitative method was employed, with the Pacu Jalur Festival serving as the primary unit of analysis within the framework of international relations. Data collection was conducted through in-depth interviews and a literature review based on official documents and previous research. The research findings indicate that the Pacu Jalur tradition has transformed from a 17th-century river transportation means into an international tourism festival included in the Karisma Event Nusantara (KEN). This festival has proven effective as a medium for international communication, an instrument for building a positive image, and a space for direct people-to-people interaction. The active involvement of local governments alongside the private sector through the digitalization of promotions has successfully triggered a surge in international tourist visits. Despite the event’s seasonal nature, Pacu Jalur has strengthened soft power and the presence of Malay culture on the global stage. ]]>
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