An Exploration Balinese Culture of Personal Branding by Edwin Gustiana

In the era of globalization and the digital age, TikTok is widely used by social media users. On TikTok social media, the public demands a lot of content that discusses Bali. As a result, many content creators create content about Bali with their own characteristics. Therefore, content creators must have a different strategy than others to develop their branding. This research discusses the personal branding strategy of the TikTok account @edwin.gst as a content creator. The research method used is qualitative and descriptive, based on the results of interviews with direct sources. Based on the research results, it is known that in the strategy formulation stage, Edwin wants to develop his Branding around Balinese Cultural content and the value of tolerance that he shows in his content. Edwin builds branding about himself from Bali with the hashtag #edwinbali in the caption. Edwin’s content has received positive responses every day. It has succeeded in influencing people outside Bali to understand Balinese culture and customs, especially in spreading Balinese values and culture that are well accepted and applied by the community in everyday life. This shows that Edwin can represent the local wisdom of the Balinese people through his personal branding.