Korean Gastro Diplomacy: Strategy To Enhance Country Promotion Toward Moslem Countries

DOI

10.2991/icosihess-19.2019.42How to use a DOI?

Keywords

Korean Food, Gastro Diplomacy, Country Promotions

Abstract

This paper discusses culinary as a medium of cultural exchange and strategic instrument to enhance other countries awareness, to engage on a cultural and personal level, and to encourage economic development such as trade and investment, as well as country promotion with everyday diners. It is no longer just a problem in the kitchen area, nor a product that is processed and then is eaten. South Korea is an excellent example to describe how the uses of culinary or popularly known as Korean Food, as well as other successful instruments such as Korean Drama or Korean Pop Music started in the early 1990s, have been boosted Korean cultural popularity. They directly and indirectly enhance Korean economic and political influences throughout the world. Interestingly, in contrast to K-Drama or K-Pop, K-Food has found a challenge to convince certain countries, primarily Moslem countries that their food had met Halal standard, which mean the food is prepared in a manner prescribed by Islamic law. This article used political approaches, especially on the perspective of soft diplomacy and commodification of the Halal label. This paper found that Korean Government, represented by the Ministry of Agriculture, Food and Rural Affairs conducted Gastro Diplomacy -with its premise that the easiest way to win hearts and minds is through the stomach- by first, organizing K-Food Fair in three Moslem countries, such as Malaysia, United Arab Emirates, and Indonesia in 2015. Second, it is by making Lunch Box Mini Drama Series and then by uploading them into YouTube to communicate, to promulgate, and to convince other countries that Korean has noticed and fulfilled on requirement Halal standard for Moslems.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Ratih Herningtyas
PY  - 2019/10
DA  - 2019/10
TI  - Korean Gastro Diplomacy: Strategy To Enhance Country Promotion Toward Moslem Countries
BT  - Proceedings of the Third International Conference on Sustainable Innovation 2019 – Humanity, Education and Social Sciences (IcoSIHESS 2019)
PB  - Atlantis Press
SP  - 247
EP  - 252
SN  - 2352-5398
UR  - https://doi.org/10.2991/icosihess-19.2019.42
DO  - 10.2991/icosihess-19.2019.42
ID  - Herningtyas2019/10
ER  -