Gastrodiplomacy and Nation Branding: Best Public Relations Practices
Over the past decade, one area of diplomacy that has gained traction is gastrodiplomacy. These campaigns have experienced success in creating a national brand for identification through food. Although gastrodiplomacy is a relatively recent trend, it is one that has quickly gained power as a public relations initiative for countries to enhance their global image. For a brief overview of eight different campaigns, please visit http://uscpublicdiplomacy.org/story/eight-great-gastrodiplomacy-nations.
Although the topic is relatively recent, a body of literature is emerging that analyzes these gastrodiplomacy campaigns. Three main trends emerge from the literature:
The use of gastrodiplomacy as part of a larger cultural diplomacy campaign.
The use of food as a tool for conflict mediation.
The economic impact of food for nations.
Using these trends, I have created a short list of best practices for those wishing to create a gastrodiplomacy campaign.
Connect the food to the greater culture of the nation. For gastrodiplomacy campaigns to be successful, the food must relate to the nation. Without this connection, foreign publics will simply enjoy delectable food, without understanding the significance of the dish. Without this understanding on the public’s behalf, nations will not improve their brand or their economies, which in turn will lead to a failed campaign and wasted money.
Initiate a gastrodiplomacy campaign simultaneously with a larger cultural diplomacy campaign. The most successful cultural campaigns implemented by nation-states are multifaceted. While food is powerful in its own right, gastrodiplomacy works best when combined with other cultural diplomacy, whether sports, music, or dance.
Ensure the food is easy to connect with the nation. The globalized world relies heavily on the interconnected nature of nations. While globalization has many benefits, it also has one major consequence when considering potential gastrodiplomacy campaigns. Foreign publics may already be aware of one type of cuisine, without experiencing the “true” food. One easily recognizable example can be found in a brief discussion of the Taco Bell fast food restaurant chain. Before “real” Mexican restaurants became mainstream in the United States, Taco Bell was the only Mexican cuisine with which most United States citizens were familiar. Keeping this in mind, nations employing gastrodiplomacy must choose dishes that are less globalized. Another particularly relevant reminder is the conflicts that arise when several nations claim a dish as their own: in the literature review, both dolma and hummus still lead to strife between countries.
Offer economic incentives for international restaurants for national citizens and for citizens now living abroad. Several gastrodiplomacy campaigns offered economic vouchers for citizens to open restaurants so that foreign publics could experience the nation’s cuisine. These restaurants were particularly successful in increasing global awareness of small- and mid-sized countries, as well as increasing foreign awareness of the food. A second way nation branding could be increased through food was when food was disseminated by the nation’s diasporas. If countries offer economic incentives to national citizens as well as diasporas, the potential power from the gastrodiplomacy campaign will only increase.
Choose a dish that represents the nation’s diversity. Many countries have a history of marginalizing at least one part of their populations, if not several. By combining the diverse histories of its varied population, however, the country can better symbolize its nation through food. This strategy was particular potent for Peru’s campaign. In Peru, the mestizo population has historically been marginalized. By adding in portions of the mestizo diet, however, Peru could assist this population which, in turn, increases the appeal of the country to foreign publics and foreign governments.
Meals can be the best form of building empathy and understanding between diverse peoples--enjoy your next one!
