Comparative Analysis Of Japan And South Korea Gastrodiplomacy Strategies In 2013 – 2017
Abstract
Gastrodiplomacy is a new practice in public diplomacy. Japan and South Korea
participated in carrying out the gastrodiplomacy agenda. Japan started its
gastrodiplomacy as an instrument of diplomacy in 2005 and then followed by
South Korea in 2007. Gastrodiplomacy is a practice of communication between
states to the public through food. Before officially starting its gastrodiplomacy
agenda, Japan had already introduced washoku through manga and anime.
Therefore, South Korea is trying to follow in the footsteps of Japan in introducing
its country's specialties with the Global Hansik program which started in 2013. So
this research aims to see the gastrodiplomacy strategy carried out by Japan and
South Korea in 2013-2017. In looking at the gastrodiplomacy strategy carried out
by the two countries, the author uses the gastrodiplomacy campaign element.
Through this theory, the author sees how the strategies implemented by the two
countries are through six elements, namely, the Gastrodiplomacy Campaign
(Slogan, Logo, and Program), Product Marketing Strategy, Food Event Strategy,
Coalition Building Strategy, Media Relations Strategy, and Education Strategy.
The results of this study are, the two countries have implemented the six elements
that have been mentioned, however, Japan in carrying out its strategy relies more
on the private sector, while South Korea gastrodiplomacy is more centralized.
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