Gastrodiplomacy as a Strategy for Strengthening Indonesian Cuisine in the Philippines: Opportunities and Challenges

Abstract

Gastrodiplomacy has become an important instrument in modern cultural diplomacy to strengthen nation branding through culinary arts. This study analyzes the potential of gastrodiplomacy as a strategy to strengthen the image of Indonesian food in the Philippines through culinary tourism and hospitality approaches. This study uses a qualitative-descriptive method by collecting data from recent journal literature and analyzing various gastrodiplomacy initiatives undertaken by Indonesia. The results show that the Philippines is a potential market for Indonesian culinary promotion given its geographical proximity, cultural similarities, and increasing consumer interest in authentic food. The Wonderful Indonesia, Indonesia Spice Up The World, Wonderful Indonesia Gourmet (WIG) Co-Branding Program, and the launch of the WISH 2025 "Gastronomy Tour Package" catalog have demonstrated significant success in building a positive image. However, a more comprehensive strategy is needed, including collaboration with the tourism sector, hospitality human resource training, and the use of digital technology to maximize the impact of gastrodiplomacy. In conclusion, gastrodiplomacy through culinary tourism is an effective soft power to enhance Indonesia's nation branding and open economic opportunities in the Philippines