Sushi Diplomacy as an Instrument of Gastrodiplomacy Implications for Japan’s Public Diplomacy and National Identity
Abstract
Abstract
This study examines the strategic use of sushi as a central instrument in Japan’s gastrodiplomacy, aiming to enhance public diplomacy, soft power, and national identity on the global stage. Utilizing a qualitative case study design combined with media discourse analysis, the research maps the engagement of state and non-state actors—including government agencies, renowned chefs, international restaurants, and digital media platforms—in shaping cultural narratives through culinary diplomacy. Data are drawn from policy documents, academic literature, global media sources, and digital trend analysis via Brand24. The findings reveal that sushi serves not only as a gastronomic product but also as a cultural symbol representing Japanese values, including aesthetics, omotenashi (hospitality), health consciousness, and craftsmanship. Cross-sector collaborations have fostered a dynamic diplomatic ecosystem that advances Japan’s cultural positioning while stimulating trade and tourism. Challenges persist in managing authenticity and commercialization, particularly in markets where sushi has undergone significant local adaptation. Compared to gastrodiplomacy campaigns such as Thai Select and Kimchi Diplomacy, Japan’s approach is marked by strategic flexibility and a commitment to preserving culinary heritage. This study enriches scholarly discourse by providing a comprehensive conceptual mapping of sushi diplomacy as a geopolitical tool and cultural branding strategy, offering practical insights for policymakers and cultural practitioners seeking to leverage cuisine in international engagement.
Keywords: sushi diplomacy, gastrodiplomacy, soft power, public diplomacy, cultural identity
Abstrak
Tulisan ini mengeksplorasi peran strategis sushi sebagai instrumen utama dalam gastrodiplomacy Jepang, yang berfungsi memperkuat diplomasi publik, identitas budaya, dan kekuatan lunak di panggung internasional. Melalui pendekatan studi kasus kualitatif yang dikombinasikan dengan analisis wacana media, penelitian ini menelaah keterlibatan aktor negara dan non-negara, termasuk institusi pemerintah, koki ternama, restoran global, dan media populer, dalam mendesain narasi budaya melalui kuliner. Data diperoleh dari dokumen kebijakan publik, publikasi akademik, representasi media global, serta analisis tren digital menggunakan Brand24. Temuan mengungkap bahwa sushi bukan hanya produk makanan tetapi simbol budaya yang merepresentasikan nilai-nilai Jepang seperti estetika, keramahan (omotenashi), kesehatan, dan kehati-hatian dalam produksi. Kolaborasi antara pemerintah dan sektor swasta menghasilkan ekosistem diplomasi yang memperkuat citra nasional dan meningkatkan keterlibatan lintas negara, baik dalam bentuk promosi ekspor pangan maupun peningkatan pariwisata budaya. Tantangan yang muncul mencakup komersialisasi berlebihan dan degradasi otentisitas, terutama di pasar seperti Amerika Serikat yang memodifikasi sushi dalam bentuk yang jauh dari tradisi asalnya. Perbandingan dengan strategi gastrodiplomacy negara lain, seperti Thai Select dan Kimchi Diplomacy, menunjukkan bahwa pendekatan Jepang cenderung fleksibel namun tetap berorientasi pada pelestarian warisan budaya. Studi ini berkontribusi pada wacana akademik tentang diplomasi budaya dengan menawarkan pemetaan konseptual dan analisis praktik kuliner sebagai alat geopolitik dan simbol identitas bangsa.
Kata kunci: sushi diplomacy, gastrodiplomacy, soft power, diplomasi publik, identitas budaya
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