GASTRODIPLOMASI THAILAND MELALUI PROGRAM KITCHEN OF THE WORLD DI AMERIKA SERIKAT 2021-2023

Abstract

This study examines Thailand’s gastrodiplomacy strategy through the Kitchen of the World program in the United States during the 2021–2023 period. Gastrodiplomacy is a form of public diplomacy that utilizes cuisine as an instrument of soft power to build national image and expand cultural influence. This research employs a qualitative approach using library research methods by analyzing academic books, scholarly journals, official government documents of Thailand, and relevant online sources. The analytical framework is based on soft power theory, the concept of gastrodiplomacy, and nation branding.
The findings indicate that Thailand has systematically implemented gastrodiplomacy through several integrated strategies, including culinary campaigns via the Thai SELECT certification, the organization of food-related events, product marketing strategies, coalition-building with the Thai diaspora and private sector, and extensive use of media for cultural promotion. The United States was selected as a strategic target due to its multicultural society and high demand for ethnic cuisine.
The implementation of the Kitchen of the World program has contributed to enhancing Thailand’s positive national image, expanding the global network of Thai restaurants, and increasing the export of Thai food products to the United States. This study concludes that gastrodiplomacy through the Kitchen of the World program serves as an effective soft power instrument in advancing Thailand’s national interests and strengthening bilateral relations between Thailand and the United States.
Keywords: Gastrodiplomacy; Kitchen of the World; Soft Power; Thai SELECT, Thailand, United States.