p–ISSN: 2723 - 6609 e-ISSN: 2745-5254

Vol. 5, No. 9 September 2024 http://jist.publikasiindonesia.id/

Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 9, September 2024 3540

The Impact of Hu’s Music Diplomacy on Mongolia’s Tourism

National Branding Program

Muhammad Ihsanusyauqie

*, Gilang Nur Alam

is a vocal technique that allows the singer to

produce two or more tones simultaneously, creating a rich and layered sound. This

technique has been passed down through generations and is used in various contexts,

including religious ceremonies, spiritual rituals, and cultural celebrations, making it an

integral part of Mongolia’s cultural heritage. (Mu’asaroh & Noor, 2021). The Morin

Khuur, with its distinctive deep and melodic sound, is often used to accompany folk tales

and ceremonies, and it symbolizes the cultural and spiritual identity of the Mongolian

people. The Biyelgee dance, a folk dance, tells stories of nomadic life, connections with

nature, and historical events, creating a rich and immersive experience for the audience.

(Irie et al., 2018).

combines traditional Mongolian music elements with modern rock, creating a new genre

they call Hunnu Rock. The name "The Hu" comes from the Mongolian word "Hu,"

meaning human, reflecting their goal to reach and unite people through their music. The

Hu has not only created unique and captivating music but also brought Mongolian cultural

heritage to the international stage. (Sitohang, 2022). Their debut album, "The Gereg"

(2019), received critical and commercial acclaim, ranking high on various international

charts. This success demonstrates how The Hu has effectively blended traditional

Mongolian music with rock, attracting a global audience and introducing many to

Mongolian music and culture. (D’Evelyn et al., 2022).

Music diplomacy, as a form of soft power, plays an important role in national

world and raising awareness and appreciation of Mongolia’s cultural heritage. By

receiving awards such as "The Cultural Envoy of Mongolia" and "UNESCO Artist for

Peace," The Hu have shown that music can be an effective tool in cultural diplomacy,

helping to enhance Mongolia’s image globally and support the country’s diplomatic

goals. (Peffault de Latour et al., 2022).

Therefore, the urgency of music in Mongolian culture, the significant role of The

Hu in globally introducing traditional Mongolian music, and the relevance of music

diplomacy to Mongolia’s national branding illustrate how cultural elements can be used

as strategic tools in international relations. Hu’s efforts in promoting traditional

Mongolian music through music diplomacy not only help preserve cultural heritage but

rock, have become effective cultural ambassadors for Mongolia. This research aims to

examine how Hu's music and diplomatic activities contribute to Mongolia's national

branding, strengthen cultural identity, and enhance the country's appeal in the eyes of the

world. The analysis will include an evaluation of the strategies used by The Hu in

promoting Mongolian culture and the long-term impacts of their activities on Mongolia's

international image and reputation.

Muhammad Ihsanusyauqie, Gilang Nur Alam

this research will provide insights into how music can be used as a cultural diplomacy

tool to build and strengthen national image on the global stage. Practically, this research

will offer strategic recommendations for policymakers and cultural industry practitioners

in Mongolia. These recommendations will focus on ways to maximize the use of music

diplomacy in nation branding, identify best practices that other countries can adopt, and

develop more effective strategies for promoting Mongolian culture through music. Thus,

this research is expected to support Mongolia's efforts to strengthen its cultural identity

and enhance its diplomatic influence through the power of music.

Music diplomacy is a form of cultural diplomacy that utilizes music as a tool to

build international relationships and enhance national image. Music, as a universal

Mongolian music elements with modern rock, have successfully captured global

audiences' attention and raised awareness about Mongolian culture. Through international

tours and performances at music festivals, The Hu has helped strengthen Mongolia's

image as a country with a rich and unique cultural heritage. Their efforts demonstrate how

music can be used as an effective cultural diplomacy tool to support a nation's branding

goals.

Thus, nation branding through music is a powerful strategy for building a positive

image and increasing a country's international influence. Music, as a part of culture, can

reach and influence global audiences, create strong emotional connections, and promote

positive cultural values. Through music diplomacy, countries can strengthen national

Research Design

This study employs a descriptive qualitative research design to examine the impact

Data Sources

sources. The primary data sources include academic journal articles discussing music

diplomacy and nation branding, books providing theoretical perspectives on soft power

and cultural diplomacy, and related reports documenting The Hu's activities and

influence. Additionally, media coverage of The Hu’s activities, such as concert reviews,

interviews, and music critiques, are also used as important data sources. This secondary

data provides a comprehensive foundation for analysis and interpretation in this study.

Data Collection Techniques

The data collection techniques in this research involve the analysis of documents,

articles, and reports related to Hu and music diplomacy. The researcher collects various

impact of their music diplomacy.

and patterns emerging from the secondary data. The researcher then categorizes the data

based on these themes to provide a clear structure for the analysis. Descriptive analysis is

used to describe the phenomena being studied in detail, providing rich and deep narratives

about how The Hu uses music as a diplomatic tool and its impact on Mongolia's national

branding. By using this approach, the study aims to provide a comprehensive and detailed

understanding of the role and influence of music diplomacy in an international context.

Profile of The Hu and Their Music

The Hu is a Mongolian band that has successfully blended elements of traditional

Mongolian music with modern rock to create a unique musical style they call "Hunnu

himself in traditional Mongolian music. Together with other members such as

Nyamjantsan Galsanjamts (Jaya), Enkhsaikhan Batjargal (Enkush), and Temuulen

Naranbaatar (Temka), they began developing a musical concept that combines these

elements with Western rock influences. With strong musical backgrounds and a

commitment to preserving Mongolia's cultural heritage, the members of The Hu brought

an innovative approach to their music, which quickly garnered attention both

domestically and internationally. (Baatar et al., 2020).

Their debut album, "The Gereg" (2019), marked a significant milestone in their

career, featuring songs such as "Yuve Yuve Yu" and "Wolf Totem," which received warm

acclaim from global audiences. The Hu not only captivated listeners with their distinctive

music but also with powerful lyrical messages that often reflect Mongolian values and

Muhammad Ihsanusyauqie, Gilang Nur Alam

The international success of The Hu continues to grow with world tours and

performances at renowned music festivals. They have also collaborated with international

musicians such as Jacoby Shaddix from Papa Roach, who contributed to a new version

of "Wolf Totem." Their efforts in bringing traditional Mongolian music to the global stage

have been recognized with various awards, including being named "UNESCO Artist for

Peace" in 2020 (UNESCO, 2020). Through their dedication to blending traditional and

modern musical elements, The Hu has successfully created a cultural bridge between

Mongolia and the world. They not only introduce the unique elements of Mongolian

music to a global audience but also build a positive image of their country through music.

The profile and musical work of The Hu exemplify how art can function as an effective

Khoomei or throat singing, traditional instruments like the Morin Khuur (horsehead

fiddle), Tovshuur (two-stringed lute), and Tsuur (Mongolian flute), all blended with

electric guitars and rock drums. This combination creates a distinctive and energetic

sound that reflects the strength and spirit of Mongolian culture.

The influence of Mongolian culture is evident in every aspect of Hu's music. Their

lyrics are often inspired by Mongolian folklore, ancient legends, and patriotic values. For

example, the song "Yuve Yuve Yu" explores national identity and pride in Mongolia's

heritage, while "Wolf Totem" conveys messages of strength and courage, drawn from the

symbolism of wolves in Mongolian culture. The Hu also frequently use traditional

costumes and visual elements depicting nomadic life and Mongolia's natural landscapes

recognized by UNESCO as an Intangible Cultural Heritage. By integrating Khoomei into

rock music, The Hu not only preserves this tradition but also introduces it to a global

audience, creating a new appreciation for Mongolian cultural heritage (UNESCO, 2009).

Through their musical innovations, The Hu has successfully bridged the gap

between tradition and modernity. They have brought traditional Mongolian music

elements into a contemporary context, creating a genre that appeals not only to Mongolian

Mongolian culture on the world stage (Johansson, 2010).

Increasing Global Awareness of Mongolian Culture

The Hu has successfully raised international awareness about Mongolian culture

through their unique musical approach, which combines traditional Mongolian elements

with modern rock. By incorporating throat singing techniques such as Khoomei,

traditional instruments like the Morin Khuur, and lyrics reflecting Mongolian values and

folklore, The Hu created a new genre called Hunnu Rock. Their international

performances, including world tours and appearances at renowned music festivals like

Download Festival in the UK and Rock im Park in Germany, have captured the attention

of global media and wider audiences. This extensive media coverage not only promotes

and appealing in a modern context. Their efforts not only help preserve cultural elements

that might be at risk of disappearing but also build a positive image of Mongolia as a

country with a rich and dynamic cultural heritage. This influence is crucial in an era of

globalization, where cultural identities can easily be overshadowed by dominant cultures.

(D’Evelyn et al., 2022).

Strengthening Mongolia's Positive Image

The Hu has played a significant role in enhancing Mongolia's positive image

internationally through the awards they have received and their performances at various

renowned music festivals. One of the most notable recognitions is their designation as

"UNESCO Artist for Peace" in 2020, acknowledging their contributions to promoting

Mongolia's cultural richness, increasing appreciation for Mongolian traditions and values

worldwide. Media coverage of their performances helps build a positive narrative about

Mongolia as a dynamic country with a valuable cultural heritage. With each award and

international appearance, The Hu helps reinforce Mongolia's reputation as a valuable

cultural hub and an important contributor to intercultural dialogue.

Promoting National Identity and Patriotism

Muhammad Ihsanusyauqie, Gilang Nur Alam

bravery, national pride, and ancestral heritage. For instance, "Yuve Yuve Yu" invites

listeners to reflect on their national identity and pride in Mongolia’s heritage, while "Wolf

Totem" uses the symbolism of the wolf to emphasize strength and courage, core values

in Mongolian culture.

These patriotic messages not only reinforce Mongolia's national identity

domestically but also resonate with international audiences, fostering understanding and

appreciation of Mongolian values. Through their music, The Hu successfully conveys

deep stories and values that evoke a sense of pride and national identity among

Mongolians and educate global audiences about important aspects of their culture. In this

way, The Hu not only promotes national identity and patriotism but also helps build a

figures around 467,000 in 2015 and 471,000 in 2016. However, after The Hu started

gaining widespread recognition, especially in 2018, there was a significant increase in

tourist visits. In 2017, the number of tourists increased to 543,000, a 15.3% rise from the

previous year.

This trend continued in 2018 when The Hu released a viral music video on

YouTube, bringing the number of tourists to 598,000, a 10.1% increase compared to

2017. The increase persisted in 2019 when The Hu released their debut album "The

Gereg," which received critical and commercial acclaim. The number of tourists in 2019

reached 637,000, a 6.5% increase from 2018. This data suggests that The Hu’s cultural

promotion through their music likely contributed to the growing interest in Mongolia as

context, proving that traditional Mongolian music can attract global audiences and remain

relevant in the modern music industry. As effective cultural ambassadors, The Hu has

helped raise Mongolia’s profile in the eyes of the world, strengthened diplomatic

relations, and attracted more international tourists to their country. Their dedication to

preserving and promoting Mongolian cultural heritage has not only enriched the world of

music but also strengthened Mongolia’s cultural identity on the global stage.

singers to produce two or more notes simultaneously, and the Morin Khuur, known as the

horsehead fiddle with its distinctive sound, are integral parts of Mongolia's cultural

heritage. Through their music, The Hu not only introduces these elements to a global

audience but also ensures that these traditions remain vibrant and relevant in a modern

context. (Nylander, 2023).

Their efforts in preserving this cultural heritage contribute significantly to the pride

and cultural identity of Mongolia. (Liliweri, 2018). By bringing these traditional elements

to the international stage, The Hu has created a platform for the world to appreciate

Mongolia's rich culture. Their performances at global music festivals and collaborations

with international musicians have increased the visibility and appreciation of Mongolian

Hu's collaborations with international musicians, such as Jacoby Shaddix from Papa

Roach, demonstrate how music can serve as a bridge connecting different cultures. In the

new version of the song "Wolf Totem," this collaboration not only broadened their

musical reach but also brought new attention to Mongolian culture from the international

music community. These collaborations show the flexibility and appeal of The Hu’s

music, which can blend traditional Mongolian elements with Western rock styles,

attracting audiences from diverse cultural backgrounds.

Such partnerships help introduce throat singing techniques like Khoomei and

traditional instruments like the Morin Khuur to new listeners who might not have been

exposed to them before. Integrating these elements into modern rock music not only

image as a country with a dynamic and rich cultural legacy.

Economic Impact on the Music Industry

The international success of The Hu has also brought positive economic impacts to

Mongolia. Sales of their albums, merchandise, and international concert tickets have

provided significant financial contributions and opened new markets for Mongolian

cultural products. Their debut album, "The Gereg," received critical and commercial

Muhammad Ihsanusyauqie, Gilang Nur Alam

and Download Festival in the UK demonstrate their global appeal and help raise

Mongolia's profile as a country with rich cultural heritage.

Beyond direct revenues from the music industry, Hu’s music diplomacy has also

impacted Mongolia’s tourism sector. Since Hu gained widespread recognition in 2018,

the number of tourist visits to Mongolia has significantly increased. Data shows that the

number of tourists rose from 471,000 in 2016 to 543,000 in 2017, reaching 598,000 in

2018, and continued to rise to 637,000 in 2019. This increase indicates that cultural

promotion through Hu’s music has successfully attracted international tourists' interest,

contributing to the growth of Mongolia's tourism economy.