Gastrodiplomacy Campaigns as Instruments for Branding Countries at the International Level

Abstract

The article deals with the research of gastrodiplomacy campaigns as instruments for branding countries at the international level. The image of any country in the modern system of international relations depends not only on political, economic, military resources, but also on its ability to present itself through culture. That is why public or people's diplomacy is becoming more and more important in foreign policy, in which not only professional diplomats but also representatives of public organizations, business circles, science and education, culture and art, mass media, etc. take an active part. It is emphasized that in recent years a new direction of diplomacy has begun to develop – gastrodiplomacy. It has become an instrument of intercultural relations and relies on the resources of national cuisines. It is used at the dinner table to influence the thoughts and moods of politicians and world leaders, as well as ordinary citizens. Over the past two decades, many countries have successfully conducted gastrodiplomacy campaigns to increase their cultural influence abroad. The article analyzes the gastrodiplomacy campaigns of such countries as Thailand, Japan, Malaysia, Peru, South Korea and Taiwan. These countries were among the first to use gastrodiplomacy as a tool for branding their countries at the international level. It has been established that gastrodiplomacy should not be equated with ordinary advertising campaigns to promote various national food products, as its purpose and objectives are much broader. It is aimed at forming a positive brand of the country in the world by promoting national cuisine, stimulating foreign trade and tourism, improving the investment climate, attracting more investors, increasing the competitiveness of the economy.