<![CDATA[Gastronomy is increasingly recognised as an important element in the development of tourist destinations, not only as a culinary experience, but also as a representation of a city's cultural identity. This article discusses how the city of Jeonju in South Korea capitalises on gastronomy, particularly bibimbap, as both the city's identity and an international tourist attraction. This study uses a qualitative approach with a case study method, based on literature analysis, secondary data, and official documentation from the city government and international institutions. The results show that Jeonju's success in positioning itself as a ‘UNESCO City of Gastronomy’ is not only supported by its rich local cuisine, but also by supportive government policies, protection of intangible cultural heritage, development of culinary education institutions, and the organisation of global festivals. The discussion also shows that strengthening gastronomy as a city identity can enhance the positioning of tourist destinations in the global market and encourage local creative economic growth. This study provides academic implications for the development of gastronomy-based city branding theory, as well as practical implications for other city governments that wish to make cuisine a tourist attraction.]]>
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