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Gilang Sandhubaya
Universitas Merdeka Malang, Indonesia
Humanities Education Library & Information Science Public Health Social Sciences Veterinary Other

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Gastrodiplomacy as a Strategy for Strengthening Indonesian Cuisine in the Philippines: Opportunities and Challenges Rulli Krisnanda; Armando Hisuan Jr; Gilang Sandhubaya; Arzendy Berlian Sabrina
Jurnal Sains Terapan Pariwisata Vol. 11 No. 2 (2026): Jurnal Sains Terapan Pariwisata
Publisher : Politeknik Sahid

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56743/jstp.v11i2.838

Abstract

Gastrodiplomacy has become an important instrument in modern cultural diplomacy to strengthen nation branding through culinary arts. This study analyzes the potential of gastrodiplomacy as a strategy to strengthen the image of Indonesian food in the Philippines through culinary tourism and hospitality approaches. This study uses a qualitative-descriptive method by collecting data from recent journal literature and analyzing various gastrodiplomacy initiatives undertaken by Indonesia. The results show that the Philippines is a potential market for Indonesian culinary promotion given its geographical proximity, cultural similarities, and increasing consumer interest in authentic food. The Wonderful Indonesia, Indonesia Spice Up The World, Wonderful Indonesia Gourmet (WIG) Co-Branding Program, and the launch of the WISH 2025 "Gastronomy Tour Package" catalog have demonstrated significant success in building a positive image. However, a more comprehensive strategy is needed, including collaboration with the tourism sector, hospitality human resource training, and the use of digital technology to maximize the impact of gastrodiplomacy. In conclusion, gastrodiplomacy through culinary tourism is an effective soft power to enhance Indonesia's nation branding and open economic opportunities in the Philippines
Co-Authors Armando Hisuan Jr Arzendy Berlian Sabrina Rulli Krisnanda