Gastrodiplomacy as a Soft Power Tool to Enhance Nation Brand

Public diplomacy has been used widely by targeting the foreign publics, using manipulative activity to influence them and at the same time holding up the national foreign policy in certain matters. The practice of sharing a state’s cultural heritage through cuisine is called gastrodiplomacy. Malaysia has the potential to make its own stand in the eyes of the world by its capacity of using food as a soft power tool. This research is intended to fill the gap which is to look into the action taken by the government of Malaysia in improving Malaysian gastrodiplomacy, to look into the possible impacts of gastrodiplomacy and to propose a guideline for Malaysia gastrodiplomacy initiatives. This research uses qualitative techniques and through in-depth interview. Questions were asked via face to face interview and Skype interview. From the findings, all respondents were of the consensus, gastrodiplomacy is essential as soft powert capability for Malaysia. In constructing a nation as a brand, the mission will take longer time to achieve a nation brand. However, in terms of gastrodiplomacy approache, Malaysia is on the right track. For conclusion, it indicates that, Malaysian Government, government agencies and NGOs have actively played their roles in gastrodiplomacy activities. Lastly, Gastrodiplomacy is a tremendous opportunity for Malaysia by showcases Malaysia as a cultural-galore destination. The outcome from this paper will benefit Government agencies such as MATRADE in expanding Malaysia trade, exposing local food abroad and boosting the number of visitors visiting Malaysia.