Japan's gastrodiplomacy: economic effects

Abstract

Gastrodiplomacy - representing the country through its gastronomic (culinary) traditions and products - has become one of the most popular and promising areas of public diplomacy aimed at creating a favorable image of the country. Gastrodiplomacy in Japan is a «multifunctional» tool that solves a variety of problems. Along with performing diplomatic functions as one of the elements of cultural diplomacy and a tool of «soft power», the spread of Japanese culinary traditions abroad contributes to the export of food products and the promotion of Japanese restaurants abroad, which is especially important in the context of the relative decline in the competitiveness of Japan's manufacturing export industries. Increasing the popularity and awareness of Japanese food and culinary traditions abroad can also contribute to solving other social and economic problems of the country - supporting the agricultural sector and tourism, revitalizing rural areas, and attracting investment to Japan. Gastrodiplomacy in Japan is a policy not only of the state, but also of the business sector, and it is carried out on the basis of public-private partnership. In Japan, there are a number of non-governmental non-profit business organizations related to the topic of food. In cooperation with government organizations (such as JETRO), they conduct seminars on foreign expansion practices for Japanese entrepreneurs, organize various international events, conduct training sessions on Japanese cuisine in cooperation with culinary organizations and schools in different countries, and play a major role in communication between the restaurant business and the government. Currently, in Japan, a kind of a model («ecosystem») of mutually supporting growth of industries and activities associated with gastrodiplomacy: gastrodiplomacy - the growing acceptance of Japanese cuisine abroad - increasing numbers of foreign tourists coming to Japan, including to the regions - the growing popularity of Japanese cuisine and products abroad - the growth of food exports.