THE IMPACT OF MALAYSIA KITCHEN PROGRAM TOWARDS MALAYSIA AND THE UNITED STATES RELATIONS (2010-2015)

Abstract

In recent years, many countries have been taking the importance of gastro diplomacy as well as strengthening bilateral relations between countries. One of the countries that utilize gastro diplomacy as its soft power is Malaysia by establishing a program called the Malaysia Kitchen program that aimed to promote Malaysian cuisine and restaurants in the world. In its implementation, the United States became one of the key targeting countries in the Malaysia Kitchen program. Therefore, the objective of this research is to understand the linkage between food promotion as a tool of soft power for Malaysia to conduct its gastro diplomacy in the United States and to analyse the importance of gastro diplomacy is in improving relations between countries. In conducting this research, the author uses a qualitative research method to elaborate the impact of the Malaysian gastro diplomacy program and uses the concept of soft power, public diplomacy and gastro diplomacy in analysing this program. As results, this study finds that first, the Malaysian food and cuisine in Malaysia Kitchen has become a tool of soft power for Malaysia in conducting gastro diplomacy in the United States and second, the use of food in the Malaysia Kitchen program has contributed to enhancing the significant relations between Malaysia and the United States, especially in gastro diplomacy aspect.