The Food of the Worlds: Mapping and Comparing Contemporary Gastrodiplomacy Campaigns

Authors

  • Juyan Zhang University of Texas at San Antonio

Keywords:

cuisine, gastrodiplomacy, nation branding, food, diplomacy

Abstract

From the perspective of strategic communication planning, this research maps and compares the gastrodiplomacy campaigns by Japan, Malaysia, Peru, South Korea, Taiwan, and Thailand. Analysis reveals that message appeals of the campaigns include mysticism, exoticism, naturalness, and healthiness. Campaign strategies range from membership relations in marketing products to the use of opinion leaders and coalition building. The research also documents several innovative campaign tactics.

Author Biography

Juyan Zhang, University of Texas at San Antonio

Associate Professor, Juyan Zhang earned his doctoral degree from the School of Journalism, University of Missouri-Columbia in 2003, his ML from the School of International Relations, Beijing University in 1997, and his BL from the Department of International Politics, Renmin University of China in 1994. He is a Contributing Scholar at the Center on Public Diplomacy, University of Southern California.

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Published

2015-01-30

Issue

Vol. 9 (2015)

Section

Articles

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