Indonesian Gastrodiplomacy Strategy the ASEAN Regional Area

Abstract

Gastrodiplomacy is an important strategy in developing Indonesia's tourism potential through culinary nation branding in the ASEAN region. Through efforts to integrate its gastro-diplomacy strategy with tourism policies and regional cooperation in ASEAN, Indonesia has succeeded in introducing a rich culinary culture to ASEAN tourists and strengthening the country's positive image in their eyes. Non-state actors, including civil society and culinary industry players, also play an important role in supporting the gastro-diplomacy strategy by becoming Indonesian culinary promoters, carriers of local culinary heritage, training providers, collaborators in culinary events, social media users, and advocates for standard and quality improvement. Despite facing challenges such as competition with other ASEAN countries, standardization, and quality, effective promotion, education, and training, Indonesia has great opportunities to take advantage of cultural and culinary diversity, the huge market potential in ASEAN, regional cooperation, use of digital technology, and tourism infrastructure development. By optimizing these efforts, Indonesia can increase the number of tourist visits, and revenue from the tourism sector, improve the country's image, expand cooperation networks, increase cultural awareness, and obtain significant economic, social, and cultural benefits. Gastrodiplomacy has become an effective tool in promoting Indonesian cuisine, introducing national identity, and strengthening Indonesia's attractiveness as a culinary tourism destination in the ASEAN region.