PERUVIAN GASTRODIPLOMACY IN ADVANCING THE NATIONAL BRANDING: THE CASE STUDY OF MUCHO GUSTO (2006-2011)

Abstract

This research will focus more on discussing how the Government of Peru looks for ways to re-develop the Peruvian economy after the presidency of Alan Garcia Perez. Because during Alan Garcia Perez's first presidency he failed to develop a better economy and even destroyed the economy in Peru at that time. Then in the second election that was won by Alan Garcia Perez, he tried to rebuild public trust and tried to correct the mistakes he had made before, namely regarding improving the economy. After that Peruvian Government considering using Gastrodiplomacy as a means to help boost the economy in the country. One of the first programs was Mucho Gusto, Mucho Gusto is a cookbook that consists of traditional food and the history of the food in Peru. Also, the uniqueness of every place in Peru that has each own food. Struggles and changes are experienced by Peru after using Gastrodiplomacy as a basis for comparing its country through food. Therefore, Non-State Actors such as the APEGA organization were formed based on the desire of restaurant owners and chefs to further develop Gastronomy more broadly and be able to help many sectors in the economic sector in Peru. Data collection methods are carried out through journals, books, and also several official websites of the Peruvian Government which have information on the tourism sector and also gastronomy in Peru. The theories that will be discussed more frequently in this thesis are Gastrodiplomacy and the concept of Nation Branding and National Interest. This thesis finds that although Peruvian Government is still new to the Gastrodiplomacy Peru are trying their best to re-develop their country. One of the chances are by using food and the Government of Peru are always supporting gastronomy program so that the country can attract more visitor to come and know better about Peru. The program of Mucho Gusto is the first program that made the Peruvian Government win the Gourmand World Cookbook Award, from there Peruvian Government are always supporting regarding gastronomy fair that attracts many people outside Peru because people slowly want to know about the uniqueness that Peruvian have and it makes the economy in Peru slowly becoming better due to the tourism sector that boosts the economic sector.