KnE Social Sciences

Published date: Dec 03 2025

Journal Title: KnE Social Sciences

Issue title: The 5th International Conference on Tourism, Gastronomy, and Tourist Destination (TGDIC 2025)

Pages: 572 - 583

DOI: 10.18502/kss.v10i29.20298

Rahmat Kusnedirahmat.kusnedi@pradita.ac.idPradita University, Tangerang

Willy ArafahTrisakti Institute of Tourism, Jakarta

M. Husen HutagalungTrisakti Institute of Tourism, Jakarta

Saptarining WulanTrisakti Institute of Tourism, Jakarta

This study explores the role of gastrodiplomacy as a soft power instrument to strengthen the appeal of Indonesian culinary tourism abroad. Using a qualitative descriptive design and an interpretative phenomenological approach, data were collected through in-depth interviews, participant observation in restaurants and culinary festivals, and analysis of promotional documents and relevant policies. Data were analyzed using interpretative phenomenological analysis (IPA). The findings reveal five key insights: First, diaspora-led culinary promotion grows organically and effectively fosters emotional bonds, yet remains fragile without institutional support. Second, food functions as a medium for representing cultural identity, but its utilization in Indonesian public diplomacy is not yet systematically orchestrated. Third, psychosocial and economic barriers—including price perception bias, cross-border market literacy, and limited access to ingredients—dampen the influence of Indonesian cuisine in global markets. Fourth, cross-cultural interactions underscore the importance of proportional glocalization strategies and dialogic cultural education so that cuisine is understood not only as a commodity but also as a cultural symbol. Fifth, the absence of an integrated culinary soft power strategy, encompassing a national narrative, logistical infrastructure, and annual promotion programs, limits the conversion of culinary experiences into symbolic power in public diplomacy. The study proposes a personal to policy (P2P) pipeline model that connects personal practices of the diaspora with a narrative toolkit, programmatic platforms, and diplomacy metrics. Theoretically, the findings enrich discourse on everyday diplomacy, symbolic interactionism, and experiential soft power. Practically, the study highlights the importance of establishing a cross-ministerial task force, diaspora incentives, a glocalized recipe guide, and an annual “Indonesia Culinary Seasons” calendar as a consistent and sustainable nation branding strategy.

Keywords: gastrodiplomacy, soft power, diaspora, culinary tourism, nation branding, glocalization, interpretative phenomenology

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