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.