Gastrodiplomacy: How Sushi and Ramen Became Asia’s “Soft Power”
On January 23, as part of the events organized by the Center for Asian Business and Management Research, a guest lecture was held that prompted the audience to look at a simple plate of food in an entirely new light. The topic was “Gastrodiplomacy: A Contemporary Instrument of International Engagement. The Asian Experience.”
Leonid Vladimirovich Gelibterman, President of the International Enogastronomic Center and one of the leading proponents of gastronomic tourism in Russia, articulated his central thesis from the outset: in the 21st century, a nation’s global influence begins not with political declarations, but with the international perception of its national cuisine.
Through vivid case studies of Japan, South Korea, Thailand, Vietnam, and China, the speaker demonstrated how a systematic approach to cultivating a country’s gastronomic image yields a powerful synergistic effect.
Japan: From the aggressive global promotion of sushi and wasabi in the 1980s–1990s to the successful inscription of “washoku” (traditional Japanese cuisine) on UNESCO’s Representative List of the Intangible Cultural Heritage of Humanity. This is far more than mere sustenance; it is a way of life and an embodiment of a philosophy of perfection that attracts tourists and enhances the perceived value of all Japanese products.
South Korea: The deliberate, export-oriented popularization of kimchi and Korean barbecue through K-dramas and K-pop shows. Gastronomy has become an inseparable component of the Korean Wave (Hallyu), directly driving tourism and food exports. For instance, in 2008, kimchi—a traditional Korean dish of spicy fermented vegetables—was specially delivered to the International Space Station (ISS) for South Korean astronaut Yi So-yeon.
Thailand: The government-initiated “Global Thai” program, designed to promote Thai restaurants worldwide as hubs of cultural attraction. Today, Tom Yum soup and Pad Thai are as iconic as the nation’s temples and beaches.
China: Beijing employs a distinctly multi-layered strategy that blends ancient culinary traditions with modern diplomatic practice. Recognizing its cuisine as one of the world’s most diverse, the Chinese government actively leverages this richness as a tool of soft power. Through a global network of Chinese restaurants, international tea and tofu festivals, and the promotion of regional cuisines—from the fiery heat of Sichuan to the refined delicacy of Cantonese cooking—China cultivates a global image as a guardian of harmony, balance, and sophisticated taste. A particularly illustrative example is the “Belt and Road Initiative,” where gastronomic routes along new trade corridors have become an integral part of cultural diplomacy, strengthening not only economic but also human-to-human ties.
Well-executed gastrodiplomacy operates on multiple fronts simultaneously: it bolsters a positive national image, stimulates tourism, boosts food exports, and builds cultural bridges in contexts where traditional politics may be ineffective.
In the concluding Q&A session, the discussion turned to Russia’s potential in this field. The speaker noted that while Russian cuisine is distinctive and diverse, it currently lacks a coherent, internationally focused promotional strategy comparable to that of its Asian counterparts. This gap, he emphasized, represents a significant field of opportunity for a new generation of experts.
For those interested in exploring the influence of national cuisine on a country’s global brand, there is another chance to delve deeper into the subject. L. V. Gelibterman is the author and editor of several forthcoming books, including Gastronomic Diplomacy (2025) and Pacific Cuisine: The Beginning (2025).