Gastro Diplomacy and Applications
Chapter from the book:
Yazıt,
H.
&
Gençer,
K.
(eds.)
2024.
Current Research on Gastronomy and Culinary Arts-II.
Synopsis
Food is the most urgent and basic need that humanity needs to survive. Food is not seen only as an element of consumption. As globalization plays a dominant role in the phenomenon of consumption, the policy production process of states has also been affected. In addition to the production, consumption and distribution organization of foods (Beşirli, 2021), cultural influence has also played a role in marketing and promotion based on efforts to adapt to the benefits of the contemporary order. In this context, the concepts of public diplomacy and cultural diplomacy were first used. Diplomacy, by its basic definition, is the development of human relations through peaceful means. With the discovery that countries have the power to use their culinary cultures as a diplomatic communication tool over time, the concept of gastro diplomacy has gained strength. Gastro diplomacy is defined by Paul Rockower as "the act of winning hearts and minds through stomachs." In recent years, many countries have attempted to create an international image on the basis of culinary culture and have achieved this through gastro diplomacy. As a result of the expectations of the new world order, gastro diplomacy practices are carried out using soft power. According to Nye (2005), soft power; It is the achievement of the desired goal through the element of attraction. As of the 2000s, the leading country in the increasing trends in gastro diplomacy projects has been Thailand. While Asian countries took initiatives based on Thailand's projects, Turkey took a unique initiative in 2004 with the "Turquality" branding activity, which was the first in the world. The use of food as a diplomatic communication tool on a global scale has been increasing in recent years and is supported by government incentives. The role of food as a political and diplomatic communication element; It has a strong place in projects and activities such as certification systems, trainings, fairs, festivals, museums and opening of traditional restaurants. In addition, it is known that countries carry out intensive and effective image studies through websites, movies and various social media platforms.