WASHOKU GASTRODIPLOMACY TO INCREASE TRADITIONAL JAPANESE FOOD BRAND AWARENESS IN INDONESIA IN 2016–2021

Abstract

Gastrodiplomacy is a new and widely used strategy for covering Japan's national interests in diplomatic relations with Indonesia. Japan is considered a country with significant power in many areas of the world, especially in Asia. Thus, a reference to Japanese-popularized products, one of which is traditional Japanese food. From these many products, Japan created the "Cool Japan" strategy, which was used as a cultural diplomacy tool. This study will explore to what extend Japan conducted gastrodiplomacy towards Indonesia through washoku campaign. This analysis will be carried out using Joseph S. Nye's public diplomacy theory, with a focus on the uniqueness of Japanese food, one of which is Washoku. This washoku gastrodiplomacy effort aims to further promote Japanese food abroad and will ultimately have a big impact on Japan's development in many industries, including tourism, in addition to providing Japan a good image.