Gastrodiplomacy through Digital Media Campaigns as a Differentiation Strategy in Building Indonesia's Culinary Nation Branding

Abstract

This research addresses the issue and phenomenon wherein Indonesian cuisine is perceived as sharing the same identity as Malaysian cuisine; indeed, certain dishes have even been claimed by Malaysia as its own indigenous specialties. A gap in identification exists regarding the similarities inherent in various Malay culinary traditions stemming from the shared Malay heritage of both nations which complicates the establishment of a distinct identity for specific dishes. In light of this, the study aims to examine how Indonesia employs gastrodiplomacy, particularly through various digital media channels, to differentiate its cuisine from Malaysia's. The research is guided by digital media campaign theory and gastrodiplomacy theory and uses a qualitative technique within a constructivist paradigm. Data were obtained by means of in-depth interviews and processed with theme analysis. The results imply that: 1) gastrodiplomacy operations are carried out through “soft diplomacy”; 2) the digital media campaign approach comprises operating a multi-pronged ecosystem that merges official government initiatives with organic engagement from the public and the diaspora; 3) 3) Indonesian cuisine emphasizes its uniqueness by implementing various spices and seasonings, authentic flavors, and cultural narratives; and 4) not only the flavor profiles, but the digital media campaign also serves as a concrete symbol of shared cultural heritage, contributing significantly to the development of the “nation branding” identity of Indonesian cuisine.