National Branding through Indonesia’s Free Nutritious Meals Program: Towards a Greener, Smarter Nation

LSPR Institute of Communication and Business, 10220, Indonesia

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Abstract

The research investigates Indonesia’s Free Nutritious Meals (FNM) program (2025–2029) as a policy-based nation branding initiative which promotes sustainability and inclusivity and innovation through its communication efforts. The research uses qualitative methods to analyze policy documents and media content and conduct stakeholder interviews to study the FNM program’s dual role as welfare support and strategic communication tool. The research applies nation branding theories and green communication and innovative governance frameworks to identify four core brand identity elements of the program which include ecological (local sourcing and environmental education), social (community participation and empowerment), economic (local multiplier effects and digital transparency), and cultural-symbolic (values of gotong royong and national unity). The research compares Indonesia’s FNM program to international models from Finland, Japan, India and Brazil to show its position in the worldwide initiative that connects welfare services with sustainability and soft power development. The program faces reputational threats because operational problems and food contamination incidents create doubts about its ability to deliver care and demonstrate competence. The FNM program will boost Indonesia’s global reputation as a nation that cares and looks toward the future when the program receives proper management and maintains authentic communication and shows both transparency and performance consistency. This study has succeeded in providing an overview of how to convince international parties that the values contained in Indonesian culture can also be incorporated into government programs to provide welfare for its people.