International-level Cultural Diplomacy: Analysis of the Polewali Mandar International Folk and Art Festival (PIFAF) in The International Relations Perspective Asma Amin 1 , Andi Ismira 2 {asmaamin@unsulbar.ac.id 1 , andi.ismira@unsulbar.ac.id 2 } 1,2 Departement of International Relations, Universitas Sulawesi Barat, Jl. Prof. Dr. H. Baharuddin Lopa, SH., Majene, West Sulawesi, 91412, Indonesia. Abstract. This study aims to analyze the Polewali Mandar International Folk and Art Festival (PIFAF) event based on International Relations perspectives as a culture diplomacy designed by government of Polewali Mandar Regency (Youth, Sports and Tourism Office) in international level. The study used qualitative research methods through primary and secondary data through three methods: interviews; document-based research; and internet-literature research. The Data used between year 2016-2018. The results showed that PIFAF's effective soft power for the Polewali Mandar District Government introduced and preserved the cultural arts of the Mandar tradition and at the same time as a promotion or cultural diplomacy in attracting local and foreign tourists to Polewali Mandar. The PIFAF implementation shows the interaction between multi actors who cross national boundaries and are able to produce a multipplier effect for all parties, both in the form of culture/art values and commercial values. At present, the PIFAF is included in the 100 wonderfull Indonesia Calendar of Events and list of festivals CIOFF. Keywords: PIFAF, Polewali Mandar, Cultural Diplomacy, International Relation, Soft Power 1. Introduction Discussion of the correlation between culture and diplomacy has been carried out since the beginning of civilization, but the study of international relations has put a little attention to the existence of culture, compared to political and economic perspectives [1]. This is closely related to the development of traditional international relations approaches that focus more on high issues such as politics and war. The shift in the study of international relations towards non traditionalist soft issues has provided space for contemporary diplomacy that allows diplomacy practitioners and practitioners to widen the scope of diplomacy which is marked by the development of fields of diplomacy such as economic, military, e-diplomacy and cultural diplomacy [2]. The historical legacy of cold war has given a negative connotation to cultural diplomacy because it is considered as an activity of manipulation of cultural material and agents of cultural diplomacy for propaganda purposes, so it is often interpreted the same as propaganda itself. Cultural diplomacy is also often exchanged as "public diplomacy" and "cultural exchange", [3],[4]. According to the US Department of State 1959, cultural diplomacy is "direct and enduring" ICEASD 2019, April 01-02, Indonesia Copyright © 2019 EAI DOI 10.4108/eai.1-4-2019.2287177