A black and white cat owned by the President of Indonesia, Prabowo Subianto. Bobby is more than just an ordinary cat, this local feline has now turned into a “Palace Diplomat” which makes this furry animal a new representation in Indonesia's Soft Power Diplomacy. Bobby's presence contributes to warming the atmosphere of bilateral relations between countries.
Behind the attitude of diplomacy that tends to be formal, Bobby plays a role as a personal symbol with the power of Soft Power Diplomacy, where his soft and adorable actions always attract attention and this can break the formal atmosphere in various state visits.
In a series of official visits from various countries, Bobby is always in the center of the palace, Bobby shows that a local cat has managed to change its fate to become one of Indonesia's diplomatic icons until Bobby Kertanegara is also a symbol of transformation, empathy, and compassion that transcends conventional boundaries.
The Soft Power Diplomacy strategy implemented by Bobby is very interesting and even able to influence other countries without coercion, especially through culture, values, and ideology to encourage understanding and cooperation between countries in strengthening international partnerships globally.
It aims to create a more positive perception of relations between countries through cultural influence in the implementation of a country's foreign policy strategy with a more flexible and memorable approach.
Bobby became the embodiment of cultural diplomacy in the style of the Indonesian palace.
Overall, soft power diplomacy is a persuasive method that places conscience as a source of moral spirit. Bobby Kertanegara's presence also creates an image that Indonesia has a friendly, warm and friendly image on the international stage, including Southeast Asian countries.
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The Power of Personal Branding
Bobby Kertanegara has long been famous from the prabowo campaign team and personal branding with his funny actions that often appear through his social media on Instagram (@bobbykertanegara), which currently has nearly one million followers.
This “gemoy” and adorable behavior attracts the attention of many netizens to watch Bobby's funny actions. Bobby's personal branding is now getting a lot of attention, even Bobby became one of the animal icons at the presidential palace and was officially inaugurated by the President.
It isn’t just gimmick, Bobby is now officially a resident of the state palace with the distinctive “BK” logo which shows that Bobby is not just an ordinary cat because Power Bobby does have a high value for the power of the palace.
Read also: Here's How ASEAN Is Using Soft Diplomacy to Address Global Issues
Bobby Kertanegara as an Asset to Indonesian Diplomacy
The presence of Bobby Kertanegara in various state visits is not just a gimmick, in the world of diplomacy, small gestures or symbols can be a significant lever.
Reporting from the Indonesia.go.id page, Bobby has received various forms of appreciation from the international community, such as a whale doll from Bill Gates, a red scarf gift from PM Albanese in recognition of Indonesia's new leadership that is more open, communicative and cultured, and a three-story luxury cat house given by the Chinese Embassy, all of which add to the long list of personal diplomacy relationships between nations.
Bobby-style diplomacy is an example of soft power diplomacy that comes from an unexpected source, very simple, but has a deep meaning.
Through everyday symbols such as pets, relations between nations can be established with mutual trust, empathy, and create wider resonance with a more humanist approach.
Animal Diplomacy In Various Countries
Not only Bobby, it turns out that symbols of government or ice breakers during state visits from foreign officials are also found in several other countries.
In the UK, Larry's cat became one of the most famous stray cats in the whole of the UK to have a special 'position' in the official residence of the British Prime Minister as “chief mouse hunter.”
Cited from The Conversation, Larry's cat comes from the British PM's official residence Number 10, Downing Street, which was brought from Battersea Dogs and Cats Home in 2011 to help deal with the rat problem. As of 2024, Larry has lived there for 13 years and has been through five British prime ministers.
Joe Biden's tabby cat, Willow, also attracted attention. In a report from The Guardian, when Jill Biden, wife of Joe Biden, was campaigning in the town of Willow Grove, Pennsylvania, Willow suddenly jumped onto the stage and interrupted Jill's speech so that Jill felt comfortable with the cat's presence and admitted to feeling love at first sight which made Willow a part of the Biden family.
The existence of animal diplomacy not only acts as a defense icon but is also often used as a tool for diplomacy between countries. In addition to functioning as an icebreaker, animals can also symbolize a national entity in an effort to achieve certain strategic goals, such as maintaining good relations between countries.
