Food has been a trending topic in travel circles for some time now. But though a good meal can tell a traveler much about the local culture, it’s not often that food is thought of as a force for political change at home. Yet, in a recent article for the Jakarta Globe, writer Paul Rockower makes just such a claim, part of a growing school of thought called Gastro-diplomacy.
Increasingly Asian nations, including South Korea, Thailand and Taiwan, are turning to their national cuisines as a way to promote their country’s brands abroad, gaining increased attention and burnishing their image among the international community.
As the argument goes, people are more likely to relate to other cultures in terms of its cuisine, resulting in economic and political gains. In many ways, the effort seems to be working – the Thai government’s “Global Thai” campaign, which successfully helped open thousands of new Thai food restaurants in the U.S. alone, is seen as a model for other nations now following similar strategies.
So does a bowl of noodles create new paths to cultural understanding? At first-glance, Gastro-diplomacy does make a simplistic linkage between food and genuine cultural understanding. After all, food can just as easily become a stereotype (rice in Asia, tacos in Latin America) as it can be used to deepen cultural knowledge. But there are some signs that gastro-diplomacy has had success – Sushi, anyone? In the years ahead, look for politicians to not just try to win hearts and minds, but also stomachs.
[Photo by D. Sharon Pruitt]